Recently, there has been a growing global trend: people come to cafés not just for a cup of matcha, but for the atmosphere. The appeal of matcha is indeed strong, from its cultural roots, health benefits, and unique taste, but often what draws people in (even willing to travel long distances) is the ambiance, interior design, and the perfect photo moment to post online.
However, the buzz surrounding matcha raises the question of whether people are truly seeking matcha itself or rather the mood and aesthetics it offers. In the age of social media, visually appealing content can act as a magnet, transforming matcha cafés into mini tourist destinations.
THE CULTURAL AND SENSORY APPEAL OF MATCHA
Matcha is not just a pretty green tea powder on camera, it is part of a centuries-old tradition. In Japanese culture, matcha has a deep meaning as a symbol of tranquility, mindfulness, and connection with nature. In the past, it was served in ritualistic tea ceremonies, where every movement—from pouring water to whisking the chasen (bamboo whisk)—carried its own philosophical meaning. Beyond its cultural significance, matcha is also known for its high antioxidant, providing steady energy without the jitters of coffee and calming mind.
Modern matcha cafés leverage this heritage as a strong foundation. They don’t just sell drinks; they immerse visitors in an experience that blends taste, story, and ambiance. The cultural identity of matcha is translated into design elements, menu choices, and even staff interactions with guests. As a result, enjoying matcha at a café is no longer just about the taste on the tongue but a contemporary ritual that awakens the senses—the deep green color that soothes the eyes, the gentle aroma of tea that calms the breath, and the smooth texture when first sipping it. This is what makes matcha appealing across generations: blending a rich heritage with a modern touch that remains relevant.
CRAFTING THE ATMOSPHERE: AMBIENCE AND INTERIOR DESIGN
Popular matcha cafés don’t just sell thick green drinks, they also create an atmosphere that matches the calm energy of matcha itself. The design often combines natural elements—wood, stone, green plants—with soft lighting and minimalist Japanese or Scandinavian aesthetics.
Many cafés in Indonesia and abroad combine traditional Japanese elements or objects, such as Japanese ceramics, with high ceilings to create a soothing art gallery-like atmosphere. Every detail from the lighting to the layout is designed to be comfortable, calming, and, of course, Instagram-worthy. It’s a multisensory experience: beautiful to look at, comfortable to be in, and soothing to the emotions.
SOCIAL MEDIA AND THE INSTAGRAM-WORTHY FACTOR
In the age of social media, a café is not just a place to drink—it is also a visual stage. Matcha café owners are aware that their appeal lies not only in taste, but also in how their venue and drinks look on camera. As a result, many cafés deliberately design their interiors and drink presentation to entice visitors to take photos and share them on Instagram or TikTok.
Common elements in these popular cafés include unique wall art, neon installations with catchy quotes, patterned walls, abundant natural light, and creative drink plating. Some combine matcha with contrasting colors like blueberry purple or strawberry pink to create eye-catching visuals that stand out on feeds. There are also cafés that use handmade ceramics, flower-shaped foam art, or edible decorations that make each cup of matcha look like a work of art.
The effect is remarkable—photos shared by visitors become free promotion (organic marketing) that is far more powerful than traditional ads. People who see these posts on social media often become curious and want to experience the atmosphere for themselves. This is why many people are willing to travel long distances, even across cities or countries, to visit a viral café. For the generation that grew up in the digital age, a matcha café is not just a place to drink green tea, but a lifestyle destination—a blend of taste, aesthetics, and moments worth capturing.
MATCHING THE MOOD: THE COMPLETE EXPERIENCE
The matcha café experience is not just about what you see in your cup or taste on your tongue—it’s the carefully crafted atmosphere that envelops you from the moment you step inside. Every element plays a role in setting the mood. The music played is usually soft and unobtrusive—it could be gentle jazz, lo-fi beats, or traditional string melodies that evoke a sense of calm without being distracting. The scent of the room also plays a role—from the distinctive aroma of freshly whisked matcha, the fresh floral scent at the corner of the table, to the warm touch of wood or cedar from the furniture.
This combination of sound, scent, touch, and taste creates more than just a visit to a café—it becomes a “mini escape” from the noise of daily life. Even in the midst of the city’s hustle and bustle, once you step inside, the outside world feels quieter. For some, this pause is a reset button in the midst of routine; for others, it’s a ritual that helps them reconnect with themselves.
This atmosphere not only complements the matcha drink but also reflects its calming nature—making the entire experience feel restorative. In a fast-paced, distraction-filled world, cafés like this offer something rare: a space to be fully present, where every sip serves as a reminder to slow down. And often, that’s what makes people want to come back again and again.
TRAVEL AND LIFESTYLE: WHY PEOPLE GO THE EXTRA MILE
These days, people aren’t just looking for a good drink—they’re looking for an experience that blends culture, aesthetics, and shareable moments. Matcha cafés have become destinations that offer tranquility on a small scale, without having to stay overnight or travel far. These places serve as a “quick escape” where the tranquility of traditional tea culture blends with contemporary design, creating an experience that reflects the lifestyle many people desire.
For some, it’s about finding a spot bathed in perfect sunlight; for others, it’s an opportunity to enjoy unique matcha creations surrounded by artistic interiors. Moments like the swirl of cream on a matcha latte or the warm texture of handmade ceramics are designed to be as photogenic as the taste they offer—perfect for an Instagram feed that showcases not just the drink, but the lifestyle.
In Indonesia, this trend is growing rapidly. Cafés like Kurasu, UKI Matcha, Feel Matcha, and Hakuji Tearoom have become hot topics thanks to their layered drinks, beautiful plating, and comfortable atmosphere that keeps visitors lingering. The influence of influencers and organic content sharing on social media further strengthens this appeal, turning a quick visit to a café into a lifestyle statement. Globally, the rising demand especially from younger generations, has even sparked concerns about a shortage of matcha supply in Japan. This limited availability only adds to the exclusive aura, making a visit to a matcha café feel like more than just stopping by a coffee shop, but it’s a moment, a mood, and a destination.
CONCLUSION
Ultimately, it’s clear that what draws us (and keeps us coming back) to matcha cafés isn’t just the taste of the drinks. What makes the experience memorable is the combination of cultural heritage, calming design, earthy ambiance, and the opportunity to capture the moment.
Successful matcha cafés know they’re selling more than just a drink—they’re selling a mood. And when designed well, that mood can make people willing to travel far just for a perfect cup of green tea under the evening light.
REFERENCES
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