Matcha has quietly moved from niche to near-ubiquitous, whisked into oat lattes, folded into desserts and leading skincare trends. Its appeal is obvious: a softer alternative to coffee, a cleaner kind of energy, and that unmistakable shade of green.
But as matcha moves from niche to mainstream, the question shifts. It’s no longer just what is matcha – it’s what are we actually consuming?
NOT ALL MATCHA IS CREATED EQUAL
Let’s start here: most matcha isn’t particularly good. It should whisk into a smooth, light frothy texture. It should smell fresh, not stale or dusty. It shouldn’t clump excessively or need to be masked with sugar to taste good.
Matcha is made from shade-grown tea leaves that are stone-ground into an ultra-fine powder. It’s labour-intensive, time-sensitive, and very easy to get wrong.
“The first sign that matcha is high quality is its color. If it isn’t good matcha or has not been stored or made properly, it will look like a vegetal yellowish green rather than a deeper more vibrant green. The second sign is the taste: If it tastes bitter rather than smooth, then it was either made with water that is too hot or just wasn’t that good to begin with,” Omar Torky, Kamelizer Co-Coffee Co-Founder explained.
Broadly, matcha falls into three categories: ceremonial, the highest quality, premium or barista, what you’ll find in good cafés, and culinary, used for baking, often more bitter and muted in colour. Most everyday matcha drinks lean toward the latter two.
HOW TO PREPARE IT PROPERLY
Matcha isn’t brewed, it’s whisked. Start by sifting the powder to remove clumps. Add hot water – not boiling, ideally around 70°C to 80°C – to avoid bitterness. Then whisk in a quick, zigzag motion until a light foam forms on the surface.
Traditionally, this is done with a bamboo whisk, or chasen. It’s not just for show, the fine bristles help create that smooth, aerated texture that defines a good cup.
WHERE DOES OUR MATCHA COME FROM?
Authentic matcha still largely comes from Japan, but with global demand surging, supply chains have stretched, and sourcing has become less transparent.
In Egypt, most matcha is imported, often through European distributors or global suppliers rather than directly from origin. That extra layer makes it harder to trace quality – and even harder to understand how it’s produced.
“Most cafés cut corners either with storage, preparation, dosage or with the matcha they use,” Torky explained, adding “a lot of it is of Chinese origins and of a lower grade.”
“Consumers are used to the bitter taste of bad matcha being masked by an excessive amount of sugar mixed in by many of these cafés. If you order an unsweetened matcha latte and it tastes somewhat pleasant, that’s when you know the café actually has good matcha,” Torky added.
THE SUSTAINABILITY QUESTION
Unlike standard green tea, matcha requires shade-growing, a process that increases chlorophyll and amino acid levels in the leaves. It’s what gives matcha its signature colour and nutritional profile – but it also requires more resources, more careful land management, and a longer cultivation cycle.
As demand accelerates, so does pressure on production. That can result in higher water and energy use in intensive farming, as well as expansion beyond traditional growing regions.
Sustainable matcha tends to come from producers who are transparent about origin, harvest methods, and scale. Meaning, it’s not necessarily about being niche, it’s about being traceable.
THE HEALTH HALO
Matcha does come with benefits. It’s rich in antioxidants, which support metabolic health. It has been linked to improved focus and potential cardiovascular support.
But it’s also been heavily aestheticised.
“In Cairo, we really embrace trends and make them our own, which I love,” Lucy Wafaay, Bäxters Co-Founder told us. “That said, I do think matcha here is often over sweetened, sometimes with ingredients beyond just honey. But as people become more familiar with its natural flavor, I believe there will be a shift back to appreciating matcha in its more traditional, balanced form,” she added.
A heavily sweetened iced matcha with syrups and flavoured milks? Less of a wellness ritual, more of a dessert. And like any caffeinated drink, it’s not without limits. Overconsumption can interfere with iron absorption and still affects sleep if taken too late.
The takeaway is simple: the powder itself holds value. What we turn it into doesn’t always.
MATCHA VS COFFEE: THE ENERGY SHIFT
Part of matcha’s appeal is how it feels. It’s not that matcha is stronger, it’s that it’s steadier.
While coffee typically delivers around 100 to 120 mg of caffeine per cup, matcha sits slightly lower, averaging between 38 to 89 mg. But the experience isn’t just about numbers.
Matcha contains L-theanine, an amino acid that slows caffeine absorption, resulting in a more gradual, sustained release of energy. The result is often described as calmer and more focused, translating to less of a jitter-inducing experience or crash.
“I don’t think matcha will ever rival coffee, but I do see it evolving in how it’s consumed. We’re already seeing it used in creative ways; matcha cheesecakes, fondants, strawberry matcha, and more. It’s an exciting ingredient to work with, and I think its real strength lies in how it inspires creativity and innovation across menus,” Wafaay explained.
FAD OR FIXTURE?
“Matcha is definitely here to stay and is not just a trend,” Torky predicts, adding that the brand looks to expand its “matcha menu extensively because it seems to just be the beginning for innovation in matcha drinks both in Egypt and globally.”
Matcha itself isn’t new, it’s centuries old. What’s new is the scale, the speed, and the way it’s being consumed. Right now, it sits somewhere between ritual and trend. A genuine cultural staple, reframed through a global wellness lens.
The difference comes down to awareness. Knowing what you’re buying, where it comes from, and how it’s made. Because when it’s good, matcha doesn’t need to try so hard. And when it’s not, it’s just another green drink in a very crowded market.
