Matcha is the tea the internet cannot stop talking about

Trade publication Tea Journey released its first Matcha Mentions report on 11 October, using the Brand24 listening tool. Between January and June 2026, the powdered Japanese green tea drew 956,651 English-language mentions, with an estimated reach of 5.73 billion and more than 362 million social interactions.

Set against other famous teas, the gap is striking. Ceylon tea collected 6,729 mentions over the same months and Darjeeling 6,392, which editor Dan Bolton puts at roughly 150 times less conversation than matcha. Its Brand24 Presence Score of 79 places it ahead of 89% of the brands the platform tracks.

The report frames matcha as a genuine cultural phenomenon, spanning cafés, recipes, wellness talk and creators, and well placed for an era in which shoppers discover products on TikTok, Instagram and AI-driven search. Quarterly follow-ups will measure how the trend develops.

Source: Tea Journey