While matcha originated in Japan, Southeast Asia has quickly become one of its fastest-growing markets. From Malaysia to Singapore and Thailand, cafés and consumers are embracing this vibrant green tea powder for its health, lifestyle, and cultural appeal.

Rising Health Awareness

Urban consumers across Southeast Asia are prioritizing wellness, driving demand for functional superfoods. Matcha’s antioxidant and energy-boosting properties position it as a go-to alternative to coffee and sugary drinks (Innova Market Insights, 2021).

Café and Lifestyle Culture

Café culture is booming in the region, with younger demographics seeking Instagram-worthy, premium beverages. Matcha lattes and creative twists (e.g., matcha with yuzu, matcha cream foam) have become staples on menus from Kuala Lumpur to Bangkok (Statista, 2022).

E-commerce Expansion

The pandemic accelerated e-commerce adoption, with online tea and beverage sales surging. Premium matcha brands are finding success through direct-to-consumer models and marketplace platforms, especially among millennials (McKinsey, 2021).

Local Innovation

Southeast Asian brands are experimenting with matcha in:

• Bubble tea and fruit-infused drinks
  
  

• Baked goods and confectionery
  
  

• Ready-to-drink bottled teas
  
  

• Beauty and skincare products
  
  

This adaptability fuels steady demand growth (Euromonitor, 2022).

Market Forecast

The Asia-Pacific matcha market is projected to grow at a CAGR of over 7% between 2022 and 2027, with Southeast Asia contributing significantly due to rising disposable incomes and café culture (Mordor Intelligence, 2022).

Final Thoughts

Southeast Asia’s combination of health-conscious consumers, thriving café culture, and e-commerce growth makes it a hotspot for matcha. For both consumers and businesses, matcha is becoming less of a novelty and more of an everyday lifestyle staple.

Forest Cloud is leading this wave in Malaysia by offering premium, authentic matcha for cafés and individuals who want both quality and creativity.

Discover Forest Cloud Matcha →

References

• Euromonitor International. (2022). Tea in Asia Pacific Market Report.
  
  

• Innova Market Insights. (2021). Top 10 Trends in Food & Beverages.
  
  

• McKinsey & Company. (2021). The Future of E-commerce in Southeast Asia.
  
  

• Mordor Intelligence. (2022). Asia-Pacific Matcha Market Report, 2022–2027.
  
  

• Statista. (2022). Café Market in Southeast Asia: Consumer Trends Report.