Welcome to the world of the newest and most popular TikTok trend: the performative male. All over the internet, you’ll spy young men in baggy jeans, wired earbuds blasting Clairo, feminist literature tucked under their arms—and most importantly, a bright green matcha latte in their hand. 

How often have you seen a matcha latte come up on your social media feed? This little green beverage has become more than just a drink; it’s now a symbol of identity. Thanks to its internet domination, liking matcha is the same as being trendy. Posting about it? Even cooler. 

Prior to its rise to fame, I drank matcha a handful of times, and it never stood out to me as anything special. What was once just a traditional Japanese tea has now become one of the internet’s most aesthetic props. The current matcha obsession has created a culture of peer pressure, one where a matcha latte is the most common drink ordered today. 

People have even begun declaring themselves matcha connoisseurs; they’re exploring different matcha places in Los Angeles, comparing tastes, and publishing their finds. 

“I’m super dedicated to finding a good matcha place,” said senior Faith Huang. “Since it’s getting so popular, so many places put matcha on their menus, but they’re really not good.”

Japan’s export rate of matcha has spiked exponentially in recent years—so much so that producers are struggling to keep up with global demand. All the while, this trend shows no signs of slowing down. 

“I’ve loved matcha ever since I was young. But ever since this spike and it got popular, there have been endlessly long lines to get just one cup of matcha, that I don’t even want it anymore,” said Huang. 

Yet, this obsession isn’t really about matcha at all. People order matcha not necessarily for its taste, but for the aesthetic and the trendiness. They see the trendiness of being a performative male, and jump on the opportunity to be one of them. 

What many don’t realize is that this act of doing something just because everyone else is doing it—that’s just peer pressure. Social media has ruined people’s perception of what it means to form their own likes, tastes, and preferences. Actions are no longer shaped by genuine enjoyment and interest, they’re motivated by the desire to fit in. 

The internet today cultivates everyone to be the same; conformity is forced down our throats in every aspect of social media, whether we realize it or not. In this sense, the popularity of the matcha latte reflects a much deeper issue: the erasure of individuality by a digital sameness. 

In a world where people are forced to choose between being trendy or being left behind, matcha is just another whirlwind symbol of conformity. 

If you really enjoy the taste of matcha, I welcome you to drink it as much as you want. But if you think it tastes like grass, don’t drink it just because everyone else online is.