The Rise of Matcha Tea Among Youth: A Cultural and Wellness Revolution

The Emergence of Matcha

Timeline of Adoption

Matcha tea in Iran began gaining popularity around 2015-2016, initially among urban youth and influencers seeking new, trendy experiences. The rise of specialty cafes serving matcha drinks contributed to its rapid diffusion across social circles. By 2020, matcha cafes had become a staple in Tehran’s bustling districts, offering a wide array of matcha-based beverages and desserts.

Influence of Social Media and Digital Culture

The Iranian social media scene played a vital role in popularizing matcha. Influencers shared photos of vibrant matcha lattes, matcha-flavored desserts, and DIY recipes, inspiring thousands of young Iranians to incorporate matcha into their daily routines. Platforms like Instagram and Telegram became hubs for matcha communities, fostering global trends within Iran.

Cafes and Specialty Shops

The proliferation of specialty tea shops and cafes offering matcha drinks has further cemented its position. These venues often emphasize minimalist aesthetics and Instagrammable presentations—factors that resonate with Iranian youth seeking modern lifestyles.

October 11, 2025 | 9:23 am