Abstract
This study aimed to analyze consumers' blog-posting patterns regarding matcha latte, identify their key characteristics from the marketing perspective, and provide implications for promoting its sustained consumption. For this purpose, the study set the search period from July 1, 2025, to June 30, 2026, on the social big data platform Sometrend. Among a total of 227,721 blog posts, the top 10 associated keywords in the ‘place’ category, which reflected the settings in which consumers experienced matcha latte, were collected as the analytical data. The analysis consisted of a qualitative examination of blog posts written by consumers in relation to each associated keyword and matcha latte. The major findings were as follows. First, consumers evaluated matcha latte positively when the deep, rich aroma and pleasantly bitter taste of matcha were well balanced with smooth milk. In contrast, products characterized by an artificial aroma, a weak or diluted taste, or an artificial or excessive level of sweetness were evaluated negatively. Second, consumers expressed both interest in and concern about the health-related aspects of matcha latte by checking its sugar, caffeine, and calorie contents. Third, the price of a matcha latte reflected not only monetary value but also functional, emotional, and situational value, as well as differentiated consumption experiences shaped by the place of consumption. In conclusion, to promote the continued consumption of matcha latte, companies operating in retail distribution channels and beverage outlets should pursue product diversification while maintaining the intrinsic quality of matcha, reassess the standardization of product preparation and provide clear nutritional information, design and operate customization processes that expand…
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