Is Matcha the New Pumpkin Spice? The 2025 Autumn Drinks Trend
Every autumn, pumpkin spice dominates café menus and Instagram feeds. But in 2025, another contender is rising fast: matcha. From creamy matcha lattes to indulgent matcha KitKats, this vibrant green tea powder is stepping into the spotlight. The question everyone’s asking is simple — is matcha the new pumpkin spice?
The Rise of Matcha in the West
Matcha has been enjoyed in Japan for centuries, most famously in traditional tea ceremonies. In recent years, however, it’s gone global. Coffee shops across the UK, USA, and Europe are now offering matcha lattes as a healthier, more energising alternative to coffee. Rich in antioxidants, naturally colourful, and versatile in flavour, matcha is more than just a drink — it’s a lifestyle trend.
From Pumpkin Spice to Matcha Vibes
Pumpkin spice became a cultural icon by combining nostalgia, comfort, and seasonal exclusivity. Matcha, on the other hand, offers something fresh: wellness, elegance, and a dash of East Asian culture. With younger consumers craving both flavour and function, matcha feels like the modern answer to autumn’s obsession with “cosy” drinks.
Kourtney Kardashian’s Matcha Moment
Matcha’s influence isn’t just on café menus — it’s on celebrity feeds too. Recently, Kourtney Kardashian has been spotted showcasing her love of matcha drinks, further fuelling interest in this vibrant trend. Her posts have inspired fans to swap their morning coffee or pumpkin spice latte for a frothy, energising cup of matcha instead. When celebrities embrace a flavour, it often marks the tipping point into mainstream culture — and matcha looks set to become a seasonal staple.
Beyond the Latte: Matcha Snacks and Treats
Matcha isn’t limited to drinks. Across Asia, it’s a beloved flavour in cakes, biscuits, chocolates, and even savoury snacks. At Oisoy, we’re seeing first-hand how popular matcha has become with our subscribers — from delicate Japanese matcha loaves to quirky KitKats and Pocky sticks. For those curious about the flavour, snacks are often the easiest way to try it before ordering a full latte.
So, Is Matcha the New Pumpkin Spice?
While pumpkin spice still has a loyal following, matcha’s rise feels unstoppable. With health benefits, cultural depth, celebrity backing, and endless versatility, matcha is moving from niche to mainstream. Whether you’re sipping it hot on a chilly autumn day or enjoying it in a sweet treat, one thing is clear: matcha might just be autumn’s next big obsession.
