The matcha phenomenon: a case of gender stereotypes, consumerism - The Cougar

The Matcha Phenomenon

Matcha, a Japanese green tea, has become a popular drink among various demographics, evolving from a niche favorite to a universally enjoyed beverage.

With its proliferation on the internet, matcha has gone beyond its intended scope, becoming a test of masculinity, a focus of women's health research, and a testament to the influence of social media.

Matcha has become a test of masculinity, a focus of women's health research and a testament to the influence of social media.

The matcha latte, with its sweet and creamy flavor, is mostly associated with a female consumer base, showcasing the impact of social media on consumerism and gender stereotypes.

Author's summary: Matcha's popularity reveals social media's influence on consumerism and stereotypes.

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The Cougar The Cougar — 2025-10-20

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