Matcha Mania: IU’s New Club Celebrates the Green Delight

A New Hub for Matcha Enthusiasts

In a bustling hallway leading to the Ballantine lecture hall, a trail of bright green matcha hints at the excitement brewing behind closed doors. On a chilly Saturday morning, a group of girls enthusiastically prepare a sizable batch of matcha lattes, combining milk, syrup, and matcha in a lively setting.

As the upbeat rhythm of NewJeans fills the air, the girls—who form the board of the newly established Matcha Club—reshape their ingredients on the table, preparing for a busy day ahead. Their journey began earlier this year, having connected through mutual friends during a casual encounter at Eigenmann Residence Hall.

From Dorm Room to Club Room

Julia Buk, one of the club's founders, recalls the moment they bonded over their shared affection for matcha. “We were just hanging out, and I noticed Jenny Wei’s matcha set in her dorm. This led to us planning get-togethers centered around our favorite drink,” she said.

Realizing that Indiana University lacked a dedicated matcha club, the girls decided to take matters into their own hands, launching their initiative at the campus club fair in August. Their vibrant poster, adorned with eye-catching matcha visuals, drew a curious crowd.

“We had so many people stop by and ask questions about what we do,” Buk shared. “When we said we drink matcha, it sparked even more interest.” By the end of the fair, they had an impressive 197 email sign-ups.

Growing Popularity of Matcha

Matcha has seen a remarkable growth in popularity in the U.S., where sales are projected to rise by 86% from 2022 to 2025, with an estimated market value of $340 million by 2033. This trend is evidenced by its inclusion on menus at major coffee chains like Dunkin' and Starbucks.

Jenny Wei, co-founder of the Matcha Club, explains her journey with matcha began in middle school in China, where its popularity surged earlier than in the United States. Over time, she developed a love for the drink, making it part of her daily routine.

Building Community Through Matcha

Since the club's inception, interest has skyrocketed, with hundreds of new members joining and social media following nearing 1,000. The club has hosted various events, including a welcome party, cup decorating, and a fall coffee tasting, uniting fellow matcha enthusiasts.

“We were uncertain how people would respond to our membership fee initially, as we needed funds to cover our expenses since matcha isn't cheap,” Buk mentioned. The founders invested around $600 of their own savings into essential equipment, such as matcha sets and scales. However, the $15 per semester fee proved to be a smart decision, quickly alleviating their financial concerns.

In order to serve their growing number of members, the club sources matcha in bulk, which has led to an avalanche of supplies taking over their living spaces. “My apartment is now essentially a matcha haven,” joked Buk. “I’ve claimed my fridge top shelf for milk and my freezer for ice, along with a dedicated matcha cooler for supplies.”

Streamlining Operations

As the club expands, the organizers find themselves in a whirlwind of activity, often overwhelmed while preparing for events. “We whisk all the matcha by hand, and as attendance grows, it feels like we're racing against the clock to serve everyone,” Yi noted, mentioning their desire to enhance efficiency without losing the social aspect of the club.

A collaboration with local matcha brands such as Brown County Coffee & Tea has already begun, with other campus clubs reaching out to partner as well. The Matcha Club is fully booked for the rest of the semester and is brainstorming exciting future events like a 'matcha crawl' visiting various cafes in Bloomington, along with whisking workshops.

Despite their initial expectations, the commitment to the club has proven to be significant. Buk admits, “There have been weeks where Matcha Club takes up more of my time than my actual studies.”

Ultimately, the Matcha Club aims to forge a vibrant community on campus that celebrates a shared passion for matcha—a goal they are tirelessly working towards.