Beyond Chai: Why India Is Suddenly Searching for Matcha and Ube

India's beverage curiosity is moving beyond the usual chai and coffee, with matcha, ube and hojicha becoming breakout search trends in 2026. Searches for “how to make matcha” jumped 1,300% over the past year in India, while searches for matcha whisks and bowls also broke out in August.

At the same time, ube — the naturally purple Filipino yam — reached an all-time search high in August 2026, with “ube matcha” becoming a breakout search. The trend suggests that India's café culture is increasingly being shaped by visually distinctive global flavours, social media and a growing interest in making café-style drinks at home.

Why are Indians suddenly searching for matcha?

Matcha has been building momentum in India for several years, but the latest search data points to a new phase: people are no longer just searching for places to drink it. They are searching how to make it themselves. According to current Google Search trend reporting, “how to make matcha” saw a 1,300% increase in search interest over the past year. Searches for “matcha whisk” and “matcha bowl” also became breakout terms in August 2026. That shift is important because it suggests matcha is moving from an occasional café order into a potential home beverage ritual. People are also experimenting with different versions. Searches for mango matcha increased 200% and strawberry matcha increased 400% this summer, while “dirty matcha” and “coconut matcha” were also reported as breakout searches.

The visual appeal clearly plays a role. A bright green matcha latte is instantly recognisable in a café photo or short-form video, making it particularly suited to Instagram and other visual platforms. But the trend isn't only about aesthetics. Matcha is also being marketed around Japanese tea culture, preparation rituals and its distinctive taste, giving consumers something that feels different from a standard coffee order.

Is matcha actually replacing chai and coffee?

Not exactly.

There is currently no evidence that matcha is replacing chai as India's mainstream everyday drink. Chai remains deeply embedded in Indian food culture, while matcha is still largely concentrated in urban cafés, specialty beverage brands and younger, trend-focused consumer groups.

A better way to describe the shift is that Indian consumers are adding more international beverage options to their routines.

Matcha can sit alongside chai, coffee, cold brew and other drinks rather than replacing them. For some consumers, the attraction is simply having something new to order or recreate at home.

The bigger change is that beverages are increasingly becoming part of lifestyle and discovery culture. Consumers are searching for the recipe, buying the ingredients, learning the preparation method and then experimenting with different flavours.

What is matcha and how do you whisk it at home?

Matcha is a finely ground Japanese green tea powder. Unlike regular green tea, where the leaves are steeped and removed, matcha powder is whisked into water or milk, meaning the powdered tea itself remains in the drink.

For beginners, the process is simpler than it looks.

How to make basic matcha at home

1. Sift the matcha into a wide bowl to reduce clumps.
2. Add warm water, rather than boiling water.
3. Whisk quickly using a bamboo chasen in a W or M motion.
4. Keep whisking for around 20–30 seconds until the mixture looks smooth and lightly frothy.
5. Drink it directly or make a latte by adding the matcha mixture to milk and ice.

A commonly used starting point is around 2g of matcha with 60–70ml of water at approximately 75–80°C for a thin tea-style preparation. The exact ratio can be adjusted according to taste.

For a latte, the concentrated matcha base can be poured over chilled or warm milk. Sweeteners, vanilla, coconut, strawberry or mango can then be added depending on the recipe.

The important part for beginners is not to use aggressively boiling water. Very hot water can make the drink taste more bitter and unpleasant.

Why are matcha whisks and bowls suddenly trending?

The growth of “matcha whisk” and “matcha bowl” searches shows that consumers are becoming interested in the ritual of making matcha, not just the final drink. A traditional bamboo whisk, called a chasen, helps disperse the powder through the water and creates the characteristic frothy surface.

The bowl also matters because its wide shape gives the whisk enough room to move. However, beginners don't necessarily need an expensive ceremonial setup. A basic bowl, good matcha powder and a suitable whisk are enough to start experimenting.

This is also where social media has changed how people discover food. A matcha preparation video can make the whisk, bowl, powder and pouring technique look like part of the experience rather than simple kitchen equipment.

What is ube and why is the purple yam suddenly everywhere?

Ube is a purple yam traditionally used in Filipino cuisine. It has a naturally vivid purple colour and is commonly associated with a mildly sweet, nutty and vanilla-like flavour. In 2026, the ingredient is increasingly appearing in lattes, shakes, desserts, soft serves and other café creations.

Indian interest has accelerated too. Google Search reporting indicates that ube reached an all-time search high in August 2026, while “ube matcha” became a breakout search. That combination is especially interesting because it brings together two of the internet's favourite visual beverage colours: matcha green and ube purple.

The result is a drink that is almost designed for social media.

Why is ube becoming the next big café trend?

Ube has several characteristics that make it particularly suited to today's café culture. First, its colour is immediately recognisable. A bright purple latte looks different from the usual coffee, tea or chocolate drink.

Second, the flavour is relatively approachable. While matcha can have a grassy, earthy bitterness that takes some getting used to, ube is generally described as sweeter, creamy and subtly nutty. Third, it is versatile.

Ube can be used in drinks as well as desserts, which means a café can introduce it through lattes, cheesecakes, soft serves, croissants, shakes and other menu items.

Indian café operators are already experimenting with the ingredient. Reporting from Hyderabad in 2026 found ube appearing across specialty cafés, with local operators pointing to its approachable flavour and social-media visibility as reasons for growing consumer interest.

Why does ube matcha work so well?

Ube and matcha are almost opposites visually.

Matcha delivers an earthy green colour and a more bitter tea profile, while ube brings a creamy purple appearance and sweeter flavour notes.

When combined, they create a layered drink that is visually striking and easy to customise.

A typical ube-matcha latte can use an ube milk or cream layer at the bottom, followed by milk and a concentrated matcha layer on top. The result is a purple-and-green drink that looks particularly dramatic when served over ice.

The combination also reflects a larger trend in cafés: consumers increasingly want drinks that can be personalised, photographed and shared, rather than simply consumed.

Which Indian cities are driving the matcha, ube and hojicha trend?

The interest isn't limited to India's biggest metro cities.

Current Google Search reporting shows different parts of India gravitating towards different drinks.

Goa and Chandigarh were identified as leading locations for matcha interest, while Telangana showed particularly strong interest in ube. Delhi was reported as having strong curiosity around hojicha.

That regional spread is significant because it suggests the trend is moving beyond a small group of cafés in Mumbai, Bengaluru and Delhi.

The rise of specialty cafés in cities such as Hyderabad also shows how quickly international food trends can move into local menus.

What about hojicha?

Matcha and ube aren't the only drinks gaining attention.

Hojicha, a roasted Japanese green tea, reached an all-time search high in March 2026. Searches included queries such as “what is hojicha,” “hojicha vs matcha” and “hojicha latte.”

Unlike matcha's bright green colour, hojicha has a darker, roasted profile and is often associated with nutty or toasted flavours.

That makes it another option for consumers who are curious about Japanese tea but don't necessarily enjoy matcha's more vegetal taste.

The larger trend, therefore, may not simply be “matcha versus chai.” It could be the rise of a much broader specialty tea culture in India.

Are people searching for more than just drinks?

Yes.

The current search trend is spilling into products and lifestyle categories.

Google Search reporting has also highlighted interest in terms such as matcha candles, matcha face wash, matcha perfume and ube desserts.

That shows how a food ingredient can evolve into an aesthetic and lifestyle trend.

Matcha, in particular, has already moved far beyond tea. Its distinctive green colour and association with Japanese-inspired minimalism have made it useful in everything from desserts to beauty and home products.

Ube is now beginning to follow a similar path, although it is still much more closely associated with food.

Where can you find matcha kits and ingredients in India?

For people who want to try the trend at home, the easiest starting point is a basic matcha setup rather than buying every accessory separately.

Several Indian retailers currently sell matcha kits containing combinations of matcha powder, bamboo whisks, scoops and bowls.

For example, Blue Tokai currently lists an Everyday Essentials Matcha Kit containing 60g of ceremonial-grade matcha, a bamboo scoop and a bamboo whisk. Its listed price is ₹2,699, although availability can change.

Standalone tools are also available. Tencha currently lists a bamboo matcha whisk at ₹599, while Kyoto Beverages lists a three-piece Hikari Tokyo whisk set at ₹2,499.

For ube, online Indian listings currently include imported and locally sold ube powders, with small packs available for consumers who want to experiment with lattes and desserts.

Because ube products can vary considerably in origin, ingredients and added colour, buyers should check the product label rather than assuming every purple powder is pure ube.

What should beginners buy for a homemade matcha latte?

You don't need a full Japanese tea ceremony setup.

If you're only trying matcha for the first time, a small amount of powder and a whisk are enough.

For ube, start with a small packet of powder or premix rather than buying a large quantity. This lets you figure out whether you actually enjoy the flavour before building an entire home café setup.

Is the matcha and ube trend here to stay?

Matcha appears to have moved beyond a short-lived viral moment.

The latest search data suggests that consumer curiosity is now shifting towards preparation, equipment and customisation, rather than simply searching for the word “matcha.”

Ube is at an earlier stage.

Its recent search growth and increasing café presence suggest strong momentum, but it is too early to know whether it will reach matcha's level of mainstream adoption in India.

The more interesting possibility is that neither drink needs to replace the other.

Instead, India's café culture could become more experimental, with matcha, ube, hojicha, specialty coffee and traditional chai occupying different parts of the same beverage market.

FAQs

Why did matcha searches increase by 1,300% in India?

The 1,300% increase refers specifically to searches for “how to make matcha” over the past year. The trend points towards growing interest in preparing matcha at home rather than simply ordering it at cafés.

What is ube?

Ube is a naturally purple yam traditionally used in Filipino cuisine. It has a mildly sweet, creamy and nutty flavour and is increasingly being used in lattes and desserts.

Is ube the new matcha?

Ube is emerging as a major café and social-media trend, but it has not yet reached matcha's level of adoption. Current search trends suggest strong momentum rather than a confirmed replacement.

Can you make matcha without a bamboo whisk?

Yes. A bamboo chasen is useful for achieving traditional froth and a smooth texture, but beginners can experiment with other small whisks or frothers. A bamboo whisk is the better choice if you want the traditional preparation method.