Plenty of people consider matcha to be a new trend. In reality it’s been a trend in Japan for roughly 830 years, started by those crazy trend-setting zen buddhist priests. But in a sense, “plenty of people” are right: It is matcha’s introduction into the American and European palate that constitutes the current trend.
By now, most people with even a marginal interest in food and food trends have heard of matcha.This is a good thing, and its overall popularity continues to climb.
The confusing issue is that many people consider matcha to be in essence a kind of exotic spice, to be used as an ingredient for cooking and desserts (think green tea ice cream, matcha tiramisu, matcha macaroons, matcha truffles, and all manner of smoothies and blended drinks). I love how creative many chefs are becoming with it, and its color and health benefits seem to make everyone happy.