Matcha Hype vs. Specialty Coffee – Do they really fit together?

In recent years, matcha has evolved from a once-exotic drink into a global trend. Instagram, TikTok and others celebrate its vibrant green latte creations, and many cafés have jumped on the bandwagon. But what does this trend mean for the world of specialty coffee — and what makes matcha so special in the first place?

In the Japanese tea ceremony, the principles of Wa (harmony), Kei (respect), Sei (purity), and Jaku (tranquility) take center stage. They invite you to savor every sip with intention: harmony between host and guest, respect for the tea and its tradition, purity of space and mind, and a moment of inner calm. These values are what make matcha a drink that speaks to both body and senses — and they may also help explain its growing cult status around the world.

What is Matcha?

Matcha is a finely ground green tea powder made from specially grown, shaded tea leaves. The practice originates in Japan, where matcha has been celebrated for centuries in traditional tea ceremonies — a ritual that goes far beyond simple consumption. These ceremonies embody mindfulness, calm, and respect: every step, from preparing the tea to serving it, is carried out with intention and care. Matcha isn’t just consumed; it’s experienced as a moment of appreciation and focus. Unlike many mass-market trend drinks, the Japanese ceremony isn’t about quick enjoyment or social-media aesthetics, but about quality, ritual, and sensory depth. Color, texture, and aroma are consciously perceived, and every sip becomes part of a meditative process.

Just like in the Japanese matcha ceremony, specialty coffee is all about mindful enjoyment. Preparing it means taking time for a specific recipe, choosing the right beans, adjusting the grind size, and controlling the water temperature. This mindset becomes especially clear in pour-over brewing: the steady, even pour is carried out with calm, precision, and intention. Every movement matters, and every detail influences the final cup. In this way, brewing becomes a ritual that delivers not only great coffee, but also a moment of tranquility.

Why is matcha so popular?

Health image: High in antioxidants, with moderate caffeine and L-theanine — all components that promise a smooth, long-lasting sense of alertness.
Lifestyle factor: Matcha is Instagram-friendly, colorful, and creative. Many people love the “aesthetic experience” just as much as the taste.
Versatile preparation: Matcha appears not only in drinks, but also in desserts, snacks, and even cosmetics. No wonder cafés and supermarkets around the world are being flooded with matcha products.

The downside of the mass trend

Quality issues: As demand grows, so does the risk of low-quality matcha entering the market — products that fall far short of traditional standards.
Environmental and production pressure: Matcha traditionally comes from Japan. Rising consumption leads to overproduction, intensive farming, and significant transport impact.
Price vs. experience: Real, high-quality matcha is expensive and time-consuming to prepare. Mass-market trends often result in standardized matcha that delivers neither the expected health benefits nor the authentic flavor.

Matcha from Brandenburg

With Growing Karma, founder Antje Kühnle has established the first German tea plantation in Brandenburg near Berlin, where the tea plant Camellia sinensis is cultivated sustainably and by hand — the foundation for high-quality green tea and matcha. Inspired by Japanese tea culture and her passion for nature-based farming, Growing Karma aims to show that authentic matcha can also be produced in Germany — ecological, regional, and without long transport routes. Their approach combines traditional tea processing with modern permaculture, making Growing Karma an exciting counterpoint to the global mass-market matcha trend.

At Röststätte, we don’t see the matcha hype as a threat, but rather as an opportunity to talk about the values and authenticity of the coffee craft. While matcha has long found its place in modern beverage culture, our passion remains firmly rooted in coffee. For us, roasting stands for a centuries-old craft, for connection, exchange, and mindful enjoyment.

Instead of chasing short-lived trends, we focus on the quality of locally roasted beans, transparent origins, and the diversity of artisanal brewing methods — from espresso to pour-over. In doing so, we preserve coffee culture as what it is to us: an honest, vibrant craft that brings people together.

Some coffee roasters see the matcha hype not just as a trend, but as a challenge to the authenticity of the coffee craft. One example is Dritan Alsela, who placed a sign in his cafés reading: “Matcha drinkers not permitted. This is a coffee establishment. Respect the beans.” (Instagram) Dritan openly criticizes the commercialization of matcha — cheap products, marketing hype, and mass trends — a development he considers problematic. For him, a coffeehouse or roastery is centered around coffee, with its centuries-old tradition as a place for conversation, reflection, and sharing ideas. Matcha, in his view, doesn’t belong to that tradition. That’s why he doesn’t offer it in his roastery.

Why local specialty coffee is a true alternative

Why we love coffee — and still serve matcha for you 😉

At Röststätte Berlin, we’re clearly Team Coffee — and for good reasons. Nothing against matcha (some of us like it too!), but specialty coffee has a few advantages you shouldn’t overlook:

☕ More flavor variety
Coffee doesn’t have to be strong or super high in caffeine. A light filter coffee or a refreshing cold brew can deliver incredible aroma — even with less caffeine.

🌱 Sustainable & fair
We roast in Berlin and focus on transparency, fair prices, and sustainable farming. Every bean we work with has its own story — far removed from anonymous mass-market products.

🔥 Freshly roasted and packed with care
Our beans are freshly roasted and sold in small batches. That means you only get what truly tastes great — and you can taste the difference.

🤝 Coffee brings people together
Whether it’s your first espresso of the morning or a flat white at the café, coffee creates moments that connect people. Just like in a matcha ceremony — only with local coffee culture.

Trends come and go — but what remains is our passion for quality, craftsmanship, and transparency. We want to continue creating spaces where our coffee and tea specialities aren’t just consumed, but truly experienced — mindfully, sustainably, and with respect for everyone involved in their creation. Because for us, specialty coffee isn’t a hype — it’s a commitment.

written by

Dominic Ottlinger

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