Matcha tea and status in the US: prices, networks, quiet luxury

Imagine this: you're in a luxury coworking space in Barcelona, ​​surrounded by creatives from all over the world, and a Brazilian influencer (280k on IG), matcha latte in hand, is telling you how this green powder has become a status symbol in the US. It was there, between shared sips and passionate conversations about wellness and different types of matcha, that it dawned on me: matcha isn't just a drink, it's a subtle statement. I was so inspired that I decided to do in-depth research for my readers—those passionate people like you—and write it with my literary flair, sprinkled with humor that makes us smile as we imagine lattes transforming chaotic mornings into Zen rituals. Because, in a world of ordinary coffee, matcha is that vibrant gem that elevates your routine to something extraordinary, as if each sip were saying, "I am the master of my own balance."

Let's break down its rise in the US, with soaring prices, viral social media, and that understated luxury that everyone loves. And for fans in Spain, where the 2025 matcha trend is taking off, this could be the prelude to queues in Madrid for the perfect matcha latte—because who doesn't want a touch of green magic on their special day? 1 3 .    

Why is matcha so exclusive in the US? Price vs. coffee and the allure of understated luxury

It all started with that conversation in Barcelona: the Brazilian businesswoman explained to me how in the US, matcha has gone from being a Japanese ritual to becoming an invisible accessory for those who live for “quiet luxury.” Coffee? That’s for everyday life, like an old, noisy taxi. Matcha, with its vibrant freshness and subtle umami that awakens the senses without the subsequent energy crash, is for those seeking calm and sophistication in every sip. Imagine paying a little more to feel like a Zen samurai in the middle of New York City. It’s no coincidence that a matcha latte costs twice as much as a standard coffee—up to 235% more in the last year, according to data from market and MarketWatch .    

Why is it up to 235% more expensive than coffee?

Because in this era of subtle luxury, without garish logos, matcha whispers elegance: “I have time for Zen rituals and I choose the best.” It’s like a timeless handbag: understated yet impeccably crafted, with expertly ground, shaded leaves that make it irresistible, almost as if each bag or tin were a hidden treasure. you kitchen .    

Compared to ubiquitous and accessible coffee, matcha is in a league of its own: its Japanese or Chinese origin and its artisanal process elevate it to a premium category, as if the leaves performed a secret dance before reaching your cup.

In Spain, matcha trends for 2025 already reflect this, with searches for "organic matcha Spain" and "matcha latte recipes" skyrocketing; we'll soon see prices adjust to the global hype, but hey, who said good taste doesn't come at a price? ? 13  

The power of social media: from Japanese ritual to viral on TikTok

Ah, social media… that catalyst that transforms traditions into global phenomena, as if a 15-second video could summon a green storm. In the US, matcha exploded thanks to TikTok and Instagram, with hashtags like #matcha racking up billions of views. Influencers prepare it in slow motion, with oat milk and aesthetically pleasing backgrounds, making it synonymous with healthy living and subtle status—it's as if every post says, “Look, my routine is a green dream.” 3 2 16 Isn't it fascinating how an ancient tea, once reserved for serene ceremonies in Japan, is now conquering Generation Z in creamy lattes that blend tradition and modernity, like an epic crossover between a Zen monk and a hipster barista? Demand is so intense that Japan, with only 4,600 tons of tencha per year, struggles to keep up, and purists opt for ceremonial matcha for that touch of authenticity that makes every sip worth the wait. 3 18 19 .            

In Spain, the “matcha boom” is already being felt on TikTok: videos of local recipes and emerging brands like HeyTea are inspiring expansions, turning this green elixir into the new must-have for vibrant lifestyles—because, let's be honest, who doesn't want their feed to look like a mini Zen garden? 5 6 .    

Shortages, rising prices, and impact on social status

The passion for matcha has generated a global shortage of high-quality matcha, with Japanese production at its limit since 2023 and Chinese production reaching its peak in early 2025. The tripling of retail demand has driven prices upward, but this only increases its appeal: if it's rare and premium, it becomes elitist, like collecting limited editions of something that's also good for you. 3 4 12 Isn't it poetic how something as delicate as shaded leaves transforms into a coveted treasure, with antioxidants and alert calm that justify every penny, as if your cup were a ticket to serenity? 7 8 9 .            

Experts predict price increases of 30-40%, positioning Japanese matcha as an accessible luxury, while quality options maintain their value – because in the end, it's like investing in a hobby that gives you back energy and style. 11 13. In Spain, with matcha trends on the rise in 2025, premium lattes in Barcelona or Madrid could become the new chic ritual, turning your coffee break into a mini-Asian vacation 15 17 .

Silent Luxury and the Tribes That Worship It

The secret lies in "silent luxury": matcha doesn't boast, it captivates with its essence, like a superhero disguised as green powder. In the US, it unites wellness communities and entrepreneurs, like an exclusive club where a sip connects you to inspiring tribes—imagine networking with umami in the background. 1 14 21. Isn't it poetic how a humble tea inspires aspirations, even as Japanese farmers innovate to meet demand, as if matcha had its own worldwide fan club? 3 23 .

In Spain, the matcha trends of 2025 embrace this luxury, with influencers integrating it into Pilates and aesthetic styles – it's more than tea, it's a declaration of well-being, as if each latte were nature's high-five. 20 .

Performance Obsession and Its Impact on the Global Supply Chain

This craze is not just a fad; it's a performative celebration on social media, where preparing matcha becomes an art form, elevating its status without disrupting supply chains – on the contrary, it inspires innovation, as if Asian producers had received a green superpower 7 4. Imagine influencers capturing its serenity, while the world unites in an obsession that makes every can a ticket to global freshness. Isn't it magical how your favorite latte connects continents, turning a ritual into an endless green celebration? 7 8 9 .

The 'matcha mania 2025' transforms a ritual into global luxury, attracting those seeking premium ceremony – it's as if matcha has invented its own VIP club 2 3 8 9. In Spain, this is seen in local videos, predicting a boom with chains like HeyTea – get your whisk ready, green is conquering 5 6 .

Conclusion

From that conversation in Barcelona with the Brazilian woman to this research, matcha reveals its power: from ritual to symbol of understated luxury. In the US, and soon in Spain with the 2025 trends, it's much more than a drink: it's an inspiration where green always wins. It's worth it? Absolutely, for its freshness and calming effect. Join the green club without the drama, because in the end, a good matcha is like a loyal friend: it always lifts your spirits. If you haven't tried it yet, Matcha Zen is considered by many to be the best value in the US.

And you, which of these two will you choose for your matcha latte?