Throw a stone anywhere in central London nowadays and you’re sure to hit someone holding a clear takeaway cup of vivid green matcha latte. The chances of the drink being from Blank Street Coffee are extremely high, and the chances of it being photographed or filmed are even higher, as matcha lattes are the It Girl drink of the moment, rendering them inescapable on TikTok and Instagram.
To say that iced matcha lattes are all the rage right now is an understatement. Interest in this particular type of green tea leaf has skyrocketed in the UK in recent years by as much as 200 per cent, according to retail figures, fuelled by the wellness boom that has us reaching for this antioxidant-rich caffeine alternative. The verdant green colour of the tea (think Brat, but a bit more mellow) is also highly appealing on social media, making it instantly photogenic and lending itself not just to drinks, but to matcha ice creams, matcha cakes, matcha cookies, and even matcha bread. But online trends are like a twisted Midas touch, warping things beyond recognition, and matcha is just the latest thing to have the authenticity sucked out of it.
