What’s up with the matcha hype: From Zen ritual to TikTok trend

The whole matcha hype is basically just typical social media wellness marketing bullshit in the end: yeah, matcha isn’t unhealthy and it can replace coffee, but all those claims like “superfood,” “helps with weight loss,” “prevents cancer,” or “boosts productivity” are scientifically pretty weak. A lot of it is driven more by TikTok trends, overpriced cafés, and lifestyle marketing than by actual research. At the end of the day, it’s just green tea. Nothing more, nothing less.