[🇺🇸] Korean MZ Generation Embraces Matcha: The ‘Healthy Pleasure’ Trend Reaches Convenience Stores

In Korea, matcha has become a rising lifestyle trend among Gen Z, celebrities, and social media users.

Unlike brewed green tea, matcha is consumed in powdered form, offering a richer taste, lower caffeine, and abundant antioxidants. On Instagram, the hashtag #matcha has surpassed 9.4 million posts, reflecting global interest.

Convenience stores in Korea are quickly tapping into the “Matcha Core” trend.

CU has launched over 10 matcha products in the past three months — from lattes and donuts to cream bread and even makgeolli. Its August sales jumped 129.8% year-on-year. GS25 also expanded its lineup to 30 items, with a chef-collaboration “Matcha Makgeolli” selling out all 9,000 bottles in just one day. Overall, GS25’s August sales surged more than 50 times compared to last year.

Experts note that matcha’s green color visually conveys an image of “health,” while the Healthy + Pleasure trend and social media sharing culture are fueling its popularity. However, they recommend a daily intake of 2–3g, cautioning that overconsumption may burden digestion.

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