Matcha Fever Reaches its Peak in Edmonton

Edmonton has recently experienced a surge in matcha popularity, with numerous pop-ups and cafes dedicated to this finely ground green tea powder emerging across the city.

 

Local tea enthusiasts are dubbing this period "The Matcha Moment," as residents increasingly opt for matcha lattes over traditional coffee beverages.

 

However, some experts caution that the trend may have reached its saturation point.

 

Sarah Proudlock, owner of tea wholesaler The Tea Girl, observed, "It looks very trendy online, and eventually everyone has to try it and decide whether it will continue to be a part of their day or not."

 

She added, "This is the top of the bubble, but it will level off."

 

Matcha, a finely ground powder made from shade-grown green tea, has deep roots in Japanese culture, dating back to the 12th century.

 

Traditionally prepared by whisking the powder with water, matcha has found a modern twist in lattes, where it's combined with milk and optional sweeteners.

 

This summer, Edmonton witnessed at least four matcha-focused pop-ups, including Meet Your Matcha, The Girly Pop Café, Never the Same Company, and Whisked, which has now transitioned from a pop-up to a permanent fixture at Kommune Snack Bar.

 

Many other local cafes have also incorporated matcha-based drinks into their menus.

 

Proudlock noted that the trend is largely driven by the summer season.

 

"If you had asked me 10 years ago, I would have thought matcha would be considered a winter drink," she said.

 

"I would have never expected it to be driven by strawberry matchas. But it is very visual, bright green and red and white. One of my cafés said that some days, they sell more matcha than coffee."

 

The visual appeal of matcha, especially when paired with vibrant ingredients like strawberries, has made it a favorite on social media platforms, further fueling its popularity.

 

Edmonton's robust café culture has also played a significant role in the proliferation of matcha offerings.

 

"Per capita, we have a lot of cafés for our population," Proudlock remarked.

 

"Then people started to ask for matcha. Coffee shops used to have a chai latte, London fog, and now, it's a matcha latte."

 

At Boa and Hare in Chinatown, matcha-based drinks account for almost two-thirds of sales.

 

The café's most popular item is the strawberry matcha latte.

 

Kelly Yu, the resident matcha expert at Boa and Hare, emphasized the importance of proper preparation.

 

"I was seeing places that were not whisking the matcha correctly, not using the correct equipment, not taking care of the equipment," she said.

 

"Our matcha lattes are measured by grams. Other cafés made the drinks too sweet, which takes out the grassy earthiness. We are matcha-forward."

 

Yu also highlighted the significance of transparency regarding the type of matcha used.

 

Boa and Hare sources its matcha from Tea Monde, a Calgary-based supplier with close ties to farmers in Japan's Kagoshima region.

 

"I like to describe my matcha as second harvest matcha," Yu explained.

 

"First harvest is perfect, leaves with the best-looking outward appearance (before they are milled). Second harvest is taking more imperfections."

 

She expressed concern that some cafés might be misleading customers by misusing terms like "ceremonial grade" to imply a level of quality that may not be accurate.

 

To share her knowledge, Yu plans to lead monthly matcha classes starting in September.

 

The one-hour sessions will teach participants how to make matcha at home, including syrups, and all attendees will take home a matcha kit with powder and syrups.

 

Details will be shared on Boa and Hare's Instagram page.

 

Yu believes that cafés specializing in matcha will endure, while those adding it to their menu solely because it's trendy may not.

 

"Edmonton is late to trends, and there are many business owners trying to capitalize on it right now," she said.

 

"I think cafés that focus on matcha will last, but for those just adding it to the menu because it is trendy, no."

 

Proudlock, who has been enjoying matcha for over 20 years, looks forward to the trend stabilizing.

 

"It's an amazing product, but it would be good for people to slow down a bit," she said.

 

"Like everything, we need to stop overconsuming it."

 

As Edmonton continues to embrace matcha, the question remains: will this vibrant green trend become a lasting staple in the city's café culture, or will it fade as quickly as it emerged?

 

Only time will tell.