2026Journal article
Bae-young Choi
Association for International Tea Culture
This study aimed to identify consumption trends in matcha latte using domestic news media data and to present implications for enhancing its sustainability. To this end, 781 news articles published between January 1, 2006, and December 31, 2025, were collected from BIGkinds, a big data news archive operated by the Korea Press Foundation, searching for “matcha latte” as the keyword. The content of these articles was systematically examined and analyzed. The main findings can be summarized as follows. Over the past two decades, four key dimensions have driven the growth of matcha latte consumption: first, sensory variations in gradation and flavor; second, cognitive expectations regarding health benefits and product quality; third, emotional projection associated with notions of small indulgence; and fourth, relational mediation between consumers and brands across online and offline platforms. In conclusion, to expand the sustainability of matcha latte consumption, several measures are required: the development of matcha production technologies that respond to climate change; the production and consumption of matcha latte products using environmentally friendly packaging; a deeper understanding of consumers’ values and needs regarding matcha latte; the provision of clear information on caffeine content; and consumer education concerning ingredient composition and appropriate usage levels in matcha latte products.
Abstract text comes from PubMed, OpenAlex or Europe PMC and belongs to the authors and publisher.
Study type
Observational (human)
Surveys, cohorts and consumer studies, with no intervention.
Assigned automatically from the title, abstract and subject terms.
Topics
Matcha is a main subject here (named in the title).
Bae-young Choi. (2026). A Study on Matcha Latte Consumption Trends as Reflected in Korean News Media. Association for International Tea Culture. https://doi.org/10.21483/qwoaud.71..202603.107
DOI: 10.21483/qwoaud.71..202603.107
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