Matcha has become more than a beverage for Gen Z, evolving into a lifestyle identity that emphasizes calm, quiet energy, and aesthetic appeal. This trend is influencing the food and beverage industry, with brands like Starbucks and Got Tea adapting to cater to Gen Z's demand for personalized, visually engaging, and lifestyle-driven experiences. The drink's soothing qualities, taste, and photogenic nature contribute to its popularity among young consumers seeking an alternative to coffee.