The Matcha Boom in South Korea - Updated with Latest Trends
South Korea is experiencing an unprecedented matcha craze that has transformed the green tea powder from a niche ingredient into a mainstream sensation. This trend has permeated every corner of Korean food culture, from cafés and bakeries to convenience stores and cosmetics.
What's Driving the Trend?
Gen Z is particularly drawn to matcha's "healthy-aesthetic" appeal. Iced matcha drinks are photogenic, lower in caffeine than coffee, and packed with antioxidants, making them the fastest-growing category in Korean coffee shops with some outlets reporting triple-digit year-on-year growth.
Where to Buy Matcha Products in South Korea
Specialty Matcha Houses
Osulloc Tea House (오설록) Offers freshly ground matcha with leaves sourced from Jeju Island, providing a distinctly different experience from Japanese matcha. Available products include matcha powder, matcha sticks, and premium matcha powder for home use.
- Locations: Multiple branches in Seoul including major tourist areas
- Experience: Premium matcha brewing and retail products
Matchacha Seoul (맛차차) A popular specialty tea house located near Seoul Forest, perfect for relaxing with a cup of tea.
Local Matcha Startups
Super Matcha (슈퍼말차) Sources matcha powder from local green tea farms, supporting Korean farmers. Their products are also available in local grocery stores for home enjoyment.
Major Chain Cafés
Starbucks Korea The Starbucks on the 99th floor in Haeundae's Busan X the Sky observatory (the second highest Starbucks in the world) serves the popular Jeju Matcha Latte.
- Matcha lattes and seasonal matcha beverages
- Available at all locations nationwide
Chain Café Trend Chain cafés are increasingly positioning matcha as a coffee-alternative "third beverage pillar".
Convenience Stores
CU (씨유) Released a Strawberry-Matcha Cake in March 2025 that sold out in three days at Seoul CBD stores.
- Ready-to-drink matcha beverages
- Matcha desserts and cakes
- Various matcha snacks
GS25 Launched Tiramisu Choco Matcha, described as a perfect blend of sweetness and bitterness.
Popular Matcha Products
Lotte Choco Pie - Matcha Flavor Korea's favorite snack Choco Pie is now available in matcha flavor.
- Available at convenience stores and supermarkets
- Price: approximately ₩1,500-₩3,000
Matcha Pepero Matcha-flavored Pepero (chocolate-covered biscuit sticks) made in a special collaboration with the famous café Cheongsudang.
- Available at convenience stores nationwide
- Price: ₩1,500-₩2,500
Challenges Facing the Matcha Market
The industry faces several challenges: raw-leaf scarcity has driven import prices from Japan up, with some cafés imposing "one-matcha-item" limits; global shortages have increased raw-leaf prices by 42% in a year; Korean brands like Osulloc are expanding Jeju tencha acreage for domestic sourcing; rapid product launches mean more culinary-grade powder is used in beverages, leading to complaints about bitterness from aficionados; and domestic cultivation in Hadong and Jeju is ramping up but still represents less than 15% of demand.
The Future of Matcha in Korea
A combination of social-media virality, wellness aspirations, and aggressive product innovation has made matcha the color and flavor of the moment in Korea, with local farmers, big franchises, and indie cafés all racing to keep their menus green.
The matcha trend shows no signs of slowing, with new products launching constantly across all retail channels. From affordable convenience store treats to premium café experiences and specialty tea houses, matcha has firmly established itself as a defining flavor of contemporary Korean food culture.