Deborah Obeng enjoys her matcha at the Maruichi Tea House in Brookline. Photo by Miu Tung Rong.
Walking through Coolidge Corner on a weekend morning, it’s hard not to notice the matching cups. Dozens of people pass by holding the same clear plastic cup — each one filled with a layered, vividly green drink. Some swirl it as they walk. Others pause to take photos before taking a sip.
Matcha – the finely ground powder of specially grown and processed green tea leaves, known for its earthy, slightly bitter taste and vibrant green hue – has become a highly visible part of Brookline’s food and drink culture. What was once a niche product in health food stores and Japanese grocers is now a common order at cafés and tea houses, especially among younger consumers.
“I personally have whisked easily over 10,000 matchas,” said Akira Kato, the shift lead at Maruichi Select, a Japanese tea house and market in Brookline. “I actually have a callus from it.”
The rise of matcha – whose global market is valued at over $2 billion and growing – reflects broader shifts in how people consume food and drink, prioritizing aesthetic appeal, health benefits and cultural variety. Over time, it has steadily integrated into everyday routines, reflecting changing tastes and a growing interest in Japanese tea culture.
Matcha originated in China during the Tang Dynasty and was brought to Japan by Zen Buddhist monk Eisai in the 12th century, where it became deeply rooted in meditative rituals and the tea ceremony tradition, according to Matcha.com. Eventually, regions like Uji in Kyoto refined the cultivation and stone-grinding techniques, turning matcha into a symbol of Japanese culture and craftsmanship, according to Tenzo Teas.
Maruichi Select, part of the Fuji Mart Corp. family of Japanese grocers and markets, launched its Brookline “Select” boutique in 2021. The store combines a curated selection of private‑brand and imported goods — ranging from pantry staples to gift items — with a café offering handcrafted beverages and food. Its prominent matcha line offers insight into how global trends gain local traction and how social media visibility can shape real-world behavior.
Two cups of matcha at Maruichi in Brookline. Photo by Anny Zheng Wu.
Other Brookline spots serving matcha — like Kyo Matcha, Caffè Nero and Japonaise Bakery — point to the drink’s broader popularity in cafés, bakeries and specialty shops.
This summer Junbi Matcha & Tea will open its first Massachusetts location in Brookline. The brand has 11 locations across the United States and is opening eight more, including the shop at 190 Washington St. in Brookline Village. With drinks like yuzu dragon fruit and strawberry matcha, Junbi adds even more variety to Brookline’s booming café scene.
Kato has observed the tea house’s rising matcha demand firsthand. On a busy Saturday, staff prepare anywhere between 700 to 800 matcha drinks, often with customers ordering in groups or picking up multiple drinks for friends or family. Prices typically range from $8 to nearly $20, especially when drinks are paired with food items or include seasonal ingredients.
Unlike most cafés, where matcha is pre-mixed and poured, each drink at Maruichi is hand-whisked to order — a time-consuming process that some customers view as part of the appeal.
“It’s never pre-batched in a big container or in squeezy bottles,” Kato said. It’s all just right, directly from the bag into the tins, and then we just whisk it.”
That attention to detail is part of what drew in Deborah Obeng, who typically makes her own matcha at home.
“I don’t typically go to places just because I don’t like their quality,” she said. “So I usually make it at home. But this one was worth trying.”
“I saw her whisking it just like I make it at home, so that makes me feel good about it,” she added. “It’s not super sweet. You can still get the green earthiness from the matcha.”
Maruichi’s growing visibility has been boosted by limited-edition seasonal menus and pop-up events. One of the most high-profile was a 2024 collaboration with Japanese tea brand Yamamotoyama, featuring Eitaro, a tea expert who traveled from Japan to participate.
“I think the pop-ups we’ve been having, where we’ve had the strawberry matcha with the guy coming in — that really, especially on TikTok and Instagram, that really propelled us forward.”
The influence of those online posts has translated into in-person traffic. Kaylie Chapa, a 2025 Boston University graduate, said she was drawn in by a seasonal special.
“The strawberry one last year was amazing,” she said. “Now I got the seasonal mango one. It’s my favorite matcha.”
According to Kato, drinks like the mango or strawberry matcha outsell the house menu items during seasonal periods. “For every tonic drink we sell, we probably sell maybe three to four mango matchas,” he said.
Nikhill Deo & Dani Murdoch enjoy their matcha at Maruichi Select. Photo by Miu Tung Rong.
With increased attention has come the challenge of maintaining quality at high volumes. Kato said that during crowded events, consistency can be difficult to manage.
“I heard some complaints saying the matcha was too strong or too weak,” Kato said. “It was so hectic that we couldn’t measure it out,” he said. “Outside of pop-up, we measure everything, you know, by weight just to make sure… we really need that consistency.”
Flavor preference also plays a role in feedback.
“Our matcha is pretty strong compared to a lot of other places,” Kato said. “So a lot of people are like, ‘This is too matcha-forward,’ you know. So they either ask for more milk or more syrup.”
Oat milk is the most popular add-on, though Kato said he personally prefers soy milk for matcha. Syrup additions, like vanilla, are common among first-time customers or those seeking a sweeter option.
He recommends hojicha, roasted green tea, for those looking for a milder option. “If you had to compare matcha to grass, right – I would say hojicha is more like wood,” he said.
Though matcha is the main draw, Maruichi also offers a wide range of Japanese grocery items — from onigiri and bento boxes to imported sake and snacks.
“A lot of people come in here and they’re like, ‘Wow. It’s like I took a plane to Japan,’” Kato said.