Buenos Aires Embraces Matcha: The Green Drink Revolution

Buenos Aires has long been renowned for its coffee culture, boasting flavors from café con leche to artisanal espresso. However, a new contender has entered the beverage scene, and it’s taking the city by storm – matcha.

What is Matcha?

Originating from Japan, matcha is a powdered form of green tea made from finely ground leaves. Unlike traditional green tea, which is steeped, matcha is whisked directly into water or milk, resulting in its striking green hue and deep, earthy flavor. The drink's influence has spread globally, with Buenos Aires eagerly embracing this trend.

Matcha's Rise in Popularity

Matcha has transcended the realm of beverages, finding its way into ice creams, baked goods, and even cocktails. Yet, it’s the matcha latte — especially the iced version — that has garnered the most excitement. TikTok influencers have taken to the platform, sharing their quests for the best matcha spots around the city and fueling its demand.

Once a drink shrouded in mystery, matcha is now a staple for many Buenos Aires residents. Emiliano Escudero, co-founder of Usina Cafetera, has witnessed this transformation firsthand. He recalls a time when patrons needed explanations about matcha. Now, they simply ask how to enjoy it, whether it's straight with water or blended with milk, which often reflects their personal preferences.

How Argentines Are Enjoying Matcha

Escudero observes an interesting trend in customer choices. While both locals and visitors indulge in matcha, foreigners typically opt for the traditional preparation with water. Argentines, on the other hand, favor their matcha sweetened and made with milk. His café, especially the one in Recoleta frequented by tourists, has seen a spike in matcha orders, especially as the warmer months approach.

The Aesthetic Appeal of Matcha

For many in their twenties, matcha represents a refreshing alternative to traditional coffee drinks. It has a unique visual appeal that attracts social media attention — a vibrant green drink topped with frothy milk or artistic latte designs. According to Escudero, this striking presentation is linked to feelings of health and vitality, making it especially appealing to health-conscious individuals and yoga enthusiasts.

Catalina Márquez Palacios, co-founder of ATYPICØ, notes the impact of social media in popularizing matcha but emphasizes the importance of genuine appreciation. “Trends may spark interest, but real demand arises when customers enjoy the drink and return for more,” she explained.

Local Production and Adaptation

The matcha movement goes beyond cafés in Buenos Aires. In Misiones, known for its tea production, ATYPICØ is committed to establishing an Argentine identity for matcha. Since 2020, they’ve researched how to adapt Japanese matcha production techniques to local conditions. They now proudly offer their products in over 80 cafés across the country, including those in Iguazú National Park.

Alongside selling matcha, ATYPICØ has invested in educating baristas about proper matcha preparation. They recognize that simply putting matcha on a menu is one challenge; crafting the perfect drink is another. Their efforts extend to various events beyond cafés, including fashion shows and even collaborations with Patagonia for a beer infused with Argentine matcha.

A Trend with Staying Power?

As the matcha phenomenon continues to grow, both Escudero and Márquez Palacios believe it’s here to stay. Escudero draws parallels with the rise of iced coffee in New York, which gained traction in Buenos Aires over time. “Matcha is not a passing fad; it’s becoming a permanent fixture,” he asserts.

Márquez Palacios envisions a broader horizon beyond just another drink option. “Our mission goes beyond trends; it’s about leveraging Argentina’s agricultural wealth to create innovative, locally sourced products that resonate globally,” she said.

The evolution of matcha in Buenos Aires indicates that it is evolving from a novelty to a staple in the city's vibrant beverage culture. While coffee and mate will always hold a special place in the hearts of locals, the embrace of matcha signifies a refreshing addition to the menu.