Matcha: The Green Drink That Replaced Coffee for Teens
What it is
Ceremonial-grade matcha, whisked lattes, matcha everything. Teens who've never tasted coffee have strong opinions about matcha grades. Cafés sell out; at-home whisking kits are a gift category now.
Why it's spreading
It's coffee culture without the coffee — the ritual, the aesthetic, the "my order" identity — plus it photographs beautifully and feels healthier than an energy drink.
The one thing to know
It does contain caffeine, just less than coffee. The obsession is mostly aesthetic. Let them have the green drink.
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