I used to be a coffee fanatic. I thought my day couldn't start without an Americano every morning.

However, a few years ago, a chance encounter with a matcha latte in Little Tokyo changed my life. It's called Matcha in English, haha.

The rich yet subtly spreading bitter taste, the smooth sweetness that follows, and the refreshing aftertaste that lingers in my mouth were so appealing. Since then, I have completely fallen for matcha. Living in LA, health trends and superfoods spread quickly, but I feel that matcha is not just a trend; it has a genuine reason for being loved consistently.

One of the biggest charms of matcha is its different caffeine effect. Coffee wakes you up immediately but then quickly wears off, and sometimes it makes your heart race, causing anxiety. However, matcha provides a much smoother and longer-lasting focus.

This is thanks to an amino acid called L-theanine found in matcha, which alleviates the stimulation of caffeine while keeping your mind clear. Because of this, when I have a matcha latte while working, I can calmly endure long meetings, and I have reduced the instances of becoming suddenly sensitive at night. Plus, it's rich in antioxidants, which are good for skin care, so as a woman in my mid-30s, I feel that drinking a little every day is a win-win.

LA has a well-developed café culture, so nowadays, you can easily find matcha menus almost anywhere. From basic matcha lattes to matcha ice cream, matcha tiramisu, and even matcha smoothies or matcha beer, they are all available.

Honestly, I prefer matcha lattes made with oat milk over sweet desserts. Using oat milk instead of regular milk gives a nutty yet clean taste, and it pairs well with the unique green color of matcha, providing a visual delight as well. Especially on a sunny LA afternoon, sitting on the terrace with a matcha latte makes me feel like my mind is being brightened up at that moment.

However, the recent rise in matcha prices is a problem. Honestly, in the past, if I bought decent quality matcha powder online to drink at home, it would cost around $20 per container. But now, it's at least $30 to $40, and if it's a slightly premium product, it can easily go up to $60.

When I looked into why this happened, the reasons became quite clear. First, matcha is often grown as a high-quality variety in specific regions like Kyoto or Uji in Japan. The tea leaves for matcha need to be grown slowly while blocking sunlight, and they are processed using traditional methods that require a lot of manual labor after harvesting. The production is limited, but globally, the demand continues to explode, so the prices are bound to rise.

Additionally, the skyrocketing logistics costs after the pandemic are a significant reason. The transportation costs for importing from Japan to the US are much higher than before, and with currency fluctuations, consumer prices naturally increased.

Moreover, in big cities like LA, there is also a 'health premium.' People consider investing in wellness as a given, so even if cafés or stores raise matcha prices a bit, they still sell well, leading to a continuous increase in average prices.

Personally, I find this situation a bit disappointing. I hope matcha becomes a culture that can be enjoyed consistently over time, not just a trendy drink. But if prices keep rising, I worry it might turn into a 'luxury drink' that only a few can enjoy.

Of course, I have already fallen for the charm of matcha, so I can't completely give it up, but these days, I tend to buy in bulk online or look for relatively cheaper products at local Asian markets. Also, by making lattes at home, I've significantly reduced the amount I spend on café drinks that cost $7 to $8 each.

Ultimately, the true charm of matcha is more than just being a healthy and aesthetically pleasing drink.

The hidden softness behind the bitter taste, the clarity it brings to the mind, and the feeling of tradition meeting modernity... Even if prices go up, I want to continue enjoying this charm, and I hope that one day, there will be a time when I can easily enjoy good matcha at a more reasonable price.

As I write about matcha now, I feel like having another cup.

Today, instead of going to a café, I should heat up some oat milk at home and make my own latte. Watching the green matcha spread into the milky liquid while frothing it makes me momentarily forget about the high prices and fall back into its charm.