If there’s one ingredient that’s appearing more and more frequently on café menus, in social media content, and even in dessert products, it’s matcha. As we head into 2026,the matcha trendis no longer just a passing fad.
"Matcha" search index in Indonesia, September 2025 (Google Trends via Katadata)
Gen Z members who have consumed matcha in the past 6 months (Jakpat 2026)
Millennials who have consumed matcha in the past 6 months (Jakpat 2026)
In Indonesia itself, interest in matcha has surged. Google Trends data reported by Katadata shows that searches for the term “matcha” reached an index of 100 in September 2025, after remaining relatively stable for years. Meanwhile, a 2026 Jakpat survey found that 34% of Gen Z and 32% of Millennials had consumed matcha in the past six months.
Matcha lattes, strawberry matcha, mango matcha, and a variety of matcha creations with foam and toppings are becoming increasingly common in the modern beverage market.
For F&B business owners, this trend isn’t just something interesting to watch. It’s an opportunity to develop new menu items, increase the value of their beverages, and reach consumers looking for a unique drinking experience.
01
Matcha Offers a Combination That’s Hard to Resist: Taste, Lifestyle, and Visual Appeal
One reason matcha lattes are so popular is their ability to bridge the gap between taste, lifestyle, and visual appeal. Click on each pillar below to see the details.
Matcha’s earthy and slightly bitter character can be combined with milk to create a creamy and more approachable flavor. From there, cafés can develop a variety of flavor variations without having to change the basic concept of the drink.
Matcha is associated with a wellness lifestyle and is a modern lifestyle beverage: a drink with a story behind its ingredients, origin, production process, and consumption rituals.
The distinctive green color of matcha has strong visual appeal. An iced matcha latte layered with milk, a strawberry matcha with a color gradient, or matcha topped with white foam make for great posts on Instagram and TikTok.
This means that a single product can serve two purposes at once: a menu item that customers consume and content that helps boost brand visibility.
For cafés and beverage businesses, a menu doesn’t just need to be delicious—it also needs to be easily recognizable and shareable on social media.
02
Gen Z and Millennials Are Driving the Growth of the Matcha Trend
Matcha has a strong position among young consumers. A 2026 Jakpat survey showed that matcha is consumed more by Gen Z and Millennials than by Gen X. This indicates an opportunity for F&B businesses looking to develop menus for young, urban consumers.
Matcha is also increasingly associated with awellness lifestyle. Consumers see it not only as tea, but also as a beverage alternative with a story behind its ingredients, origin, production process, and drinking rituals.
However, it’s important for businesses not to simply sell matcha with exaggerated health claims. A safer and more appealing positioning strategy is to position matcha as part ofa modern lifestyle beverage.
This is what gives matcha a higher perceived value than ordinary beverages.
03
Premiumization Opens the Door to More Creative Matcha Menus
Matcha doesn’t have to be limited to just one item on the menu, like the classic matcha latte. Cafés can expand their menus with a variety of flavor and texture combinations. Click the card to see the different toppings.
For café owners, this kind of strategy can help createamore extensivemenuwithout having to add too many new ingredients. This is where toppings become a key element.
04
Toppings Can Turn a Matcha Latte Into a Signature Dish
Matcha has a fairly distinctive flavor. When paired with the right toppings, F&B businesses can create a more complex drinking experience while making their products stand out from the competition.
It can be used to create fruity combinations such as strawberry matcha or mango matcha. The sweet-and-tart flavor of the fruit provides a contrast to the earthy character of matcha.
Adds sweetness and creates variations such as brown sugar matcha or caramel matcha.
Provides an exciting burst of flavor when bitten into, perfect for businesses looking to offer a unique texture.
Provides a chewy texture that’s perfect for modern beverage concepts.
An alternative for creating a lighter texture and adding an appealing visual element inside the cup.
For cafés and beverage brands, toppings are more than just an addition. They can be a key element of product differentiation. A single matcha base can be turned into several different menu items simply by changing the sauce or topping used.
05
What Does the 2026 Matcha Trend Mean for the F&B Industry?
For café owners, restaurant managers, beverage businesses, and F&B distributors, the matcha trend can be leveraged through several strategies.
Add one or two signature matcha drinks
You don’t have to make a lot of different flavors right away. Start with familiar combinations like strawberry, mango, brown sugar, or creamy milk.
Use toppings to create variety
Menu variety is achieved without making the operational process overly complex.
Use product visuals for social media marketing
Layered matcha, its distinctive green color, fruit sauce, and toppings can serve as visual elements that help enhance the product’s appeal.
Pay attention to the consistency of the raw materials
When a menu item starts to gain popularity, quality and consistency become increasingly important. The flavor, texture, color, and portion size must be reproducible from one cup to the next.
To meet these needs, partnering with an F&B topping supplier that can provide a wide variety of toppings can help businesses expand their menus more efficiently.
It’s Time to Explore Matcha with Bobaking
Discuss Your B2B Needs Contact Bobaking for product information, sample requests, OEM/private label needs, or opportunities to become a distributor.
Source
- Katadata Databoks – Indonesians’ interest in matcha tea is set to surge in 2025
- Jakpat – Coffee and tea continue to dominate, while matcha strengthens its position as a premium product
