Pop Culture in a Cup of Matcha

By: Keisha Tiana Danakusuma
Student, Faculty of Psychology, Universitas Tarumanagara

JurnalPost.com - For those who enjoy keeping up with the latest trends, the term pop culture is certainly nothing new. Pop culture manifests through various elements that are widely accepted, discussed, and consumed by society during a specific period. Its presence colors daily life, even if a trend sometimes lasts only for a short time before being replaced by a new one.

Pop culture can emerge in the form of values, habits, products, or trends that develop within a specific generation. Something becomes part of pop culture when it begins to be widely discussed, goes viral on social media, and receives extensive attention from mass media.

This phenomenon can be found in various fields, ranging from music, film, entertainment, and fashion to social media, food and beverages, and various social tendencies that influence lifestyles and how humans interact. In Indonesia, pop culture continues to evolve alongside the rapid flow of information and changes in public consumption patterns.

One phenomenon that has become increasingly easy to find lately is matcha. This distinctively green-colored drink appears in various creative forms, from matcha lattes, ice cream, and cakes to a wide array of desserts. Matcha also frequently adorns various social media posts and has become a part of the urban lifestyle.

However, behind its popularity as a part of contemporary pop culture, matcha has a much longer history and a deep connection to Japanese culture.

More Than Just a Drink

According to the Japan Matcha Association, the development of matcha cannot be separated from the introduction of tea-drinking culture from China to Japan about 800 years ago. In its early stages, tea was known as a beverage used in health contexts and was consumed by specific circles before becoming more widely known in Japan.

Over time, the way tea was consumed evolved and eventually became part of Japanese culture through the practice of chanoyu or the tea ceremony.

In this context, tea is no longer just a drink to quench thirst. The preparation process, the atmosphere, the utensils used, and the relationship between the host and the guest all hold their own significance.

The Japan National Tourism Organization explains that chanoyu is a cultural practice that involves specific procedures for preparing and serving tea to guests.

Matcha then became an essential element of this tradition. Its presence is linked to a cultural experience that emphasizes attention to the process, simplicity, tranquility, and the interaction between the person serving the tea and those enjoying it.

Thus, long before it was known as a popular drink in various cafes, matcha already held a special place in the history and traditions of the Japanese people.

From Tea Ceremony to Cafe Menu

The journey of matcha has undergone changes alongside the passage of time and the increase in cross-cultural exchange.

Matcha began to be introduced to a wider audience and was no longer found only in the context of traditional ceremonies. Its methods of preparation have also become increasingly diverse.

In various countries, matcha can be found as a main ingredient or an additive in many products. Matcha is mixed with milk to create matcha lattes, used as an ingredient in cakes, chocolates, ice cream, and various other desserts.

These changes have made matcha increasingly aligned with the consumption patterns of modern society.

Cafes and the food and beverage industry have also played a role in expanding the popularity of matcha. Its signature green color makes matcha-based products relatively easy to recognize while being visually appealing.

Amid the rise of social media, which relies heavily on visual elements, these characteristics have contributed to matcha frequently appearing in food and lifestyle content, as well as in recommendations for hangout spots.

At this point, matcha is no longer just a beverage product. It has begun to be part of a social experience and a lifestyle.

Someone might order a matcha because they like the taste, are interested in trying a new trend, are following recommendations on social media, or even because they want to share the experience through digital posts.

When Tradition Becomes Part of a Lifestyle

The journey of matcha from Japanese tradition to various cafes in many countries shows how a cultural product can evolve into a part of pop culture.

The Oxford Research Encyclopedia of Food Studies notes that the development of matcha in the 21st century has become a global phenomenon. Matcha is increasingly found outside the context of traditional Japan and is consumed in ways that continue to evolve.

This phenomenon shows that culture is not always in a static state. When moving from one environment to another, a cultural product can acquire new meanings and functions.

In Japanese culture, matcha is linked to history and the tradition of tea drinking. Meanwhile, in modern life, matcha can exist as an everyday drink, a culinary product, social media content, or even part of an individual's lifestyle identity.

Interestingly, this development does not necessarily erase the traditional side of matcha.

Tradition and pop culture can actually walk side by side. The tea ceremony remains a part of Japanese culture, while at the same time, matcha evolves into various modern forms that are acceptable to people from different backgrounds.

This condition shows how culture can adapt without having to completely lose its historical roots.

Ultimately, perhaps this is what makes the journey of matcha interesting to observe. A drink with a long history can continue to transform in line with the times.

From a bowl of tea in Japanese tradition to a glass of matcha latte enjoyed in a modern cafe, matcha shows that tradition does not always have to stay in the past. In different forms, tradition can find new spaces to remain present and become part of the lives of the current generation.