The Matcha Phenomenon
Matcha, a Japanese green tea, has become a popular drink among various demographics, evolving from a niche favorite to a universally enjoyed drink.
With its proliferation on the internet, matcha has gone beyond its intended scope, becoming a test of masculinity, a focus of women's health research, and a testament to the influence of social media.
Matcha has become a test of masculinity, a focus of women's health research and a testament to the influence of social media.
When popularized in its now-iconic form, the matcha latte, the drink quickly became associated with a sweet, creamy flavor and mostly female consumer base.
Author's summary: Matcha's popularity has led to unexpected associations.