Why are we so drawn to matcha and ube?

by: WITOLD BARŁÓG

Just a few years ago, hardly anyone in Poland had heard of matcha. Today, this intensely green drink can be found not only in specialty coffee shops, but also in supermarkets and home kitchens. A similar path is now being taken by ube, a purple yam native to the Philippines, that is increasingly appearing in desserts, lattes and functional drinks.

    Why are we so keen to reach for products that stand out for their colour, exotic origin and novelty? The answer lies in more than just the taste.

    ‘The pleasure often begins even before the first sip,’ says Dr Sylwia Mokrysz, proxy and member of the management board of Mokate SA, as well as president of the Coffee and Tea Market Research Institute. ‘Colour, presentation, associations and the promise of a new experience are of immense importance today. Consumers not only want great taste, but also positive emotions.’

    Matcha and ube fit perfectly into this trend. Green matcha is associated with balance, concentration and calm. Purple ube, on the other hand, attracts attention with its delicate sweetness and intense colour, arousing curiosity and providing the sense of experiencing something unique.

    ‘The contemporary consumer is looking for products that engage multiple senses simultaneously,’ emphasises Dr Sylwia Mokrysz. ‘Taste remains key, but appearance, texture and the story behind the product are equally important.’

    The psychology of colour is also significant. Green evokes associations with nature, harmony and renewal. Purple has long been associated with creativity, calmness and a touch of luxury. Encountering such products can therefore be perceived as a small, everyday reward.

    In a world where many of our decisions are made automatically, opportunities to simply savour the moment are becoming increasingly valuable. A cup of matcha or ube latte is more than just a drink – it is a pleasurable experience for the eyes, taste buds and imagination.

    ‘Pleasure doesn’t always have to be spectacular,’ notes Dr Sylwia Mokrysz. ‘It’s often found in simple experiences that allow us to escape the daily grind for a moment.’

    The growing popularity of matcha and ube also shows that we are becoming more open to new cultural influences. Products that were considered exotic until recently are now becoming a natural part of the modern drinks market. We seek flavours that surprise us yet offer a sense of comfort and aesthetic satisfaction.

    Consumers expect more than just attractiveness from such products. Matcha is valued for its natural antioxidants and mild, sustained stimulation. Ube, which is rich in natural pigments and nutrients, is seen as an interesting alternative to traditional flavours.

    ‘Today, pleasure is increasingly linked to the feeling that we are choosing something valuable,’ concludes Dr Sylwia Mokrysz. ‘We want the product to be tasty, aesthetically pleasing and in line with our lifestyle.’

    Perhaps this is precisely why green matcha and purple ube are becoming so popular. They offer not only a new flavour, but also emotional and aesthetic appeal, providing a brief moment that makes an ordinary day feel just a little more special.