06-07-2025
Matcha mania
Once a ritualistic tea, matcha is now a lifestyle symbol of wellness obsession in Kuwait — fueled by social media, health trends and a growing push for mindful living
By Durnaz Dashti
atcha, the vibrant green drink that dates back to China's Tang Dynasty in 618 AD, has recently become one of the most popular beverages - and people in Kuwait can't get enough of it. Once a ceremonial drink used by Japanese monks, it has now transformed into a global favorite.
Today, matcha is everywhere. It stars in lattes and desserts, features in skincare products, and is all over TikTok and Instagram, where fans rave about its taste and claim it's better than coffee.
In Kuwait, matcha has evolved far beyond a passing trend - it's become part of daily life, especially among Gen Z and millennials. Most cafés serve it, and new spots dedicated entirely to matcha-based drinks are opening across the country. For many young Kuwaitis, matcha isn't just a drink - it's a ritual and a symbol of a health-conscious lifestyle.
So why is matcha suddenly everywhere? It's not just the earthy, umami-rich flavor. Its popularity is closely tied to the global shift toward wellness. Influencers today don't just promote what tastes good - they spotlight what's good for the body. As a result, more people are seeking natural ingredients, mindful eating, and drinks that offer tangible benefits. Matcha fits the bill: It's packed with antioxidants and delivers a gentler energy boost than coffee, thanks to its L-theanine content.
Studies show that matcha contains significantly more L-theanine than regular green tea - around 20 mg per gram - creating a calming yet alert mental state when paired with caffeine. This 'calm focus' effect makes it ideal for students or professionals looking for sustained energy without the crash.
In Kuwait - a country with some of the highest obesity rates in the world - matcha has also become a quiet sign of change. Many young people are now more mindful of their diets and are choosing healthier alternatives to sugary or highly caffeinated drinks. For them, sipping matcha feels like a small but meaningful step toward better health.
Still, not everyone is sold. 'It's okay, but it's overhyped. On its own, matcha doesn't taste great - you need to add sugar or milk, which cancels out the health benefits,' nineteen-year-old Stephany Fady told Kuwait Times. That said, she admitted that if she had to choose a caffeine habit, she'd pick matcha because 'it feels like the cleanest option'.
Others are completely hooked. 'I really, really, really love matcha,' said Jana Ahmed. 'It gives me energy without the crash I get from coffee or sugary drinks.' Even older generations are joining in; 73-year-old Mohammad Dashti shared that he enjoys matcha and has been asking his daughter to make it for him daily.
These varied opinions reflect the divide between those who genuinely love matcha and those following the trend. Social media plays a major role in both camps, blurring the line between health choice and aesthetic appeal. For some, it's a stylish green drink. For others, it's a serious step toward wellness.
Either way, matcha isn't going anywhere. In Kuwait, it represents more than just a health fad - it signals a growing interest in self-care, wellness and identity. Whether inspired by influencers or driven by personal goals, one thing is clear: Matcha is no longer just a drink. It's a movement.
