08/10/2025
Over the past year, the social media has become more and more matcha green, with a high proportion of self-described “matcha girlies” sharing drinks on Instagram and TikTok. For many of these mostly 20-something, mostly female, the drink is a social movement as well as a beverage.
Ellene Win, 28, and her sister Donna, 26, started last July. “COVID killed my networking skills,” says Ellene, a data analyst. “Everyone became a homebody. It was hard to make connections.” She thought matcha could be a catalyst for conversation. The sisters organise monthly events such as coastal walks, candle-painting, puppy yoga, and potluck meals where people bring matcha scones and omelettes. Their Instagram account has grown to 3500 followers, and up to 100 people attend the meet-ups.
Tara Zaw, 24, started her community in August 2023 via TikTok. There’s now an Instagram account and a chat group of about 700 people. The club took off. “I’ve made a lot of my best friends through this group. People have become co-workers, roommates, travel and study mates. “Matcha is tied to slow-living culture, balance, sitting down with a friend.”
Read more from Dani Valent at the link in bio.
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