What is matcha: origin, rise in the Netherlands, and benefits

Reading time: 8 minutes - Last updated: August 2026

Matcha is finely ground green tea from Japan, made from shade-grown tea leaves that are stone-ground into a vibrant green powder. From ancient Japanese tea ceremonies to the most shared drink on Dutch social media: matcha has a long history and a very recent breakthrough in the Netherlands.

Want to taste what it’s all about for yourself? Start with the 30-gram introductory pack of ceremonial matcha from Kagoshima. Free shipping on orders over €50.

The origin of matcha: from Japanese tea ceremony to global trend

Matcha originates from Japan, where it has been used in traditional tea ceremonies for centuries. The highest quality comes from the Kagoshima and Uji regions.

Matcha is made from tea leaves that are shielded from direct sunlight for several weeks before the harvest. This shading causes the plant to produce more chlorophyll and L-theanine, resulting in the bright green color and the soft, umami-rich flavor that characterizes ceremonial matcha. After harvesting, the leaves are steamed, dried, and finally finely ground into powder.

Two Japanese regions are known for the best quality: Kagoshima, with its subtropical climate and volcanic soil, and Uji, the cradle of the traditional tea ceremony. Unmatched Matcha comes from a family farm in Kagoshima. You can read about the full difference between the two regions in Kagoshima versus Uji matcha, and why the first harvest is so decisive for the flavor in first harvest matcha.

The rise of matcha in the Netherlands

Interest in matcha in the Netherlands is nearly three times higher than the global average, with 22,000 TikTok videos in the last year alone in the Netherlands.

What was once a niche product for tea enthusiasts has grown into a daily ritual for a growing group of people in the Netherlands. Research into TikTok and Google data shows that interest in matcha in the Netherlands is nearly three times higher than the global average, with over 22,000 Dutch TikTok videos under the hashtag #matcha in the past twelve months (XXL Nutrition, 2025, https://xxlnutrition.com/nl/blog/onderzoek-matcha-trend).

From Amsterdam specialty cafes to home preparations on social media: matcha is no longer an exotic exception but a permanent part of how the Dutch are replacing or supplementing coffee. Read more about current trends and figures in the matcha trend in the Netherlands, and about how this specifically manifests in Amsterdam in matcha in Amsterdam.

The benefits of matcha

Matcha combines antioxidants, caffeine, and L-theanine for stable energy, better focus, and more nutrients than loose-leaf green tea.

Because you consume the entire tea leaf with matcha instead of an infusion, you ingest more nutrients than in a cup of loose-leaf green tea. The combination of caffeine and the amino acid L-theanine ensures a gradual release of energy without the spike and crash associated with coffee. This makes matcha an attractive alternative for many people for work, sports, or a peaceful start to the day. Want to read the full comparison with coffee? Check out matcha versus coffee: which is better for energy and focus.

Why quality matters so much with matcha

Not all matcha is created equal: culinary grade is bitter and intended for baking, while ceremonial grade from the first harvest is soft and umami-rich for drinking pure.

The rapid growth of matcha in the Netherlands also has a downside: there is now a lot of matcha of varying quality on the market, and 'ceremonial' is not a protected term. Anyone tasting matcha for the first time who happens to drink a low-quality version might think matcha tastes bitter or grassy, whereas true ceremonial matcha is actually soft and rounded. Want to know exactly what to look for? Read the complete buying guide for the best matcha.

Why Unmatched Matcha

Unmatched Matcha is ceremonial grade from the first harvest, single-origin from Kagoshima, stone-ground and without additives, tested for nearly a year before being sold.

Unmatched Matcha comes from a single family farm in Kagoshima. Before the product was launched, the matcha was tested for nearly a year at Vonckelend, the physical tea shop on Rokin in Amsterdam, to ensure the quality was right. Not a blend of different harvests or regions, but single-origin matcha with a consistent, smooth taste. Never had matcha before? Start with the guide for matcha beginners or read directly how to prepare the perfect matcha step-by-step.

Ready to get started? View the full collection of ceremonial matcha and start with the 30-gram pack, the bestseller for those just getting to know it.

Frequently asked questions

What exactly is matcha?

Matcha is finely ground green tea from Japan, made from shade-grown tea leaves that are ground into a fine powder after steaming and drying. Unlike loose-leaf tea, you consume the whole leaf when drinking matcha.

Why is matcha so popular in the Netherlands now?

Interest in matcha in the Netherlands has grown strongly in recent years, partly driven by social media, with search and TikTok interest nearly three times higher than the global average.

What is the difference between matcha and regular green tea?

With matcha, you consume the entire leaf in powder form, whereas with regular green tea, you only drink the water in which the leaves have been steeped. As a result, matcha contains more nutrients per serving.

Why is the quality of matcha so different?

Because 'ceremonial' is not a protected term, some suppliers sell low-quality products under the same name as true ceremonial matcha. Therefore, pay attention to the harvest, origin, and grinding method rather than just the label.

From a Japanese tea ceremony dating back centuries to one of the fastest-growing drinks on Dutch social media: matcha has a rich history and a very current rise. Unmatched Matcha brings that history back to its core: ceremonial quality, first harvest, single-origin from Kagoshima.

Start today: order the 30-gram introductory pack. Free shipping on orders over €50, delivered tomorrow.