Archive · 11 Oct 2026
Matcha’s Appeal Goes Beyond Taste to Lifestyle and Aesthetics
Matcha is a green drink that many people order in cafés.
Some people really like its earthy, slightly bitter taste.
Others may choose it because it looks attractive and is popular on social media.
A nice café and a pretty cup can make drinking it feel like a special moment.
Matcha is also linked with ideas like wellness and calm mornings.
That can make people feel closer to the kind of person they want to be.
The café experience may help explain why a cup can cost ₹400 or ₹450.
So, for many people, matcha is about more than its taste.
Matcha has become a popular café and social-media trend, with cups costing around ₹400 to ₹450.
Its bright green colour and stylish presentation make it especially shareable on social media.
Psychologist Ekta Dharia says matcha rituals can help people express identity, belonging and an ideal self-image.
Café ambience, packaging and wellness associations can make the overall experience feel worth paying for.
Some people genuinely enjoy matcha’s earthy, slightly bitter taste, while others say they would prefer a drink they like more.
- Who
- Café customers, including young people, and the experts and creators quoted in the article.
- What
- The article examines how matcha’s visual appeal, café experience and lifestyle associations can influence people to buy it beyond its taste.
- When
- The article describes matcha as a current trend; no specific date is given.
- Where
- Cafés and social-media feeds; no specific location is stated.
- Why
- Matcha can serve as a self-care ritual, a lifestyle marker and a visually appealing social-media choice, in addition to being a drink.
Taste and choice
Aesthetic and lifestyle
What makes matcha appealing
Taste and choice
Some people genuinely enjoy matcha’s earthy, slightly bitter taste and choose it over coffee or other drinks.
Aesthetic and lifestyle
Others may be drawn more by its appearance, social-media popularity, café setting and associations with wellness and self-care.
Whether the trend affects what people buy
Taste and choice
Janvi Goenka says she would choose coffee or another drink she enjoys rather than order matcha just because it is trendy.
Aesthetic and lifestyle
The article’s quoted experts and creator describe matcha as a ritual or lifestyle marker, with people paying for the experience around the drink as well as the drink itself.
- Price cited
- Around ₹400 or ₹450 per cup
- Appearance
- Its bright green colour is described as visually distinctive and suited to social-media posts.
- Taste
- The article describes matcha as earthy and slightly bitter; it notes that some people do not enjoy it.
- Lifestyle associations
- Wellness, calm mornings, fitness, clean eating and a slower lifestyle
- Psychologist quoted
- Ekta Dharia, Psychologist and Psychotherapist
- Brand strategist quoted
- Sakshi Asrani, Senior Account Manager and Brand Strategist at Ting
- Creator quoted
- Snehal D'Souza, a Gen Z influencer