Some trends hit you slowly. Others hit like a splash of neon green on your latte. Matcha in Johannesburg falls squarely in the latter category. One minute you’re scrolling past your feed thinking, “Nice coffee art,” the next, every café has a green drink with layers so perfect it belongs in an Instagram reel. And suddenly, you’re standing in a queue, cup in hand, wondering if your life was missing something you didn’t even know you needed.
I went on a little reconnaissance mission to find out why. First stop, Green Dot Cafe in Rosebank. Second, KOHI at 44 Stanley. Both spots take matcha seriously but in completely different ways. And what I discovered isn’t just about a drink. It’s about a market that’s booming, a culture that’s evolving, and the business behind it.
Matcha hasn’t quietly slipped onto menus. In 2024, South Africa’s matcha market raked in R169.1 million and projections show it could double to R342 million by 2033. The growth is driven by urban, health-conscious consumers, with organic matcha leading the charge. A single cup sells for R60 - 75, roughly the same as in Japan, depending on quality and preparation.
At Green Dot, founder Aameera Cassim explained why this green powder is more than a trend. “People’s expectations of drinks are evolving. It’s not just a latte anymore. Customers want something experimental. But while trends exist, you can’t jump on every bandwagon. You risk losing quality and control.”
She also sees opportunity. “With the right market, yes. You could become a millionaire. Just give Gen Z time to grow and catch the wave.”
At KOHI, every cup is a ritual. Matcha is mixed manually, the traditional Japanese way. Machines would be faster but they don’t create the same smooth layers or tactile experience.
“Matcha comes from a culture of mindfulness,” says Felix Matsvai, KOHI manager. “It’s about calm. People come here to pause, not to rush. Life is chaotic enough. The drink should feel like a little moment of peace.”
Demand has been intense. Weekend queues are long but Felix and his team manage it carefully. “You order more supplies, yes, but it’s trial and error. Trends spike and fade. You have to ease into it.”
Even with instant matcha sachets lining supermarket shelves, regulars know the difference between a fresh, hand-whisked cup and something packaged. Purists aren’t worried. And both Aameera and Felix are already scouting what’s next. Hojicha, a Japanese tea with a dark, earthy hue, could be the next wave.
After spending time in these cafés, I understood why the hype isn’t just about aesthetics. Matcha combines craft, culture, and community and there’s real business potential behind the green.
And yes, I may have been recruited. I’m officially a matcha girlie now.
