Across Dubai’s specialty cafés, Riyadh’s trendy coffee shops, and wellness-focused kitchens from Abu Dhabi to Doha, a vibrant green powder is reshaping the region’s beverage culture. It is not a new invention. It is matcha — and its story begins not in Japan, as many assume, but in China, where it was perfected over a thousand years ago.
A Chinese Original, Not a Japanese Import
Matcha’s origins trace back to the Tang Dynasty (618–907), when Chinese tea makers steamed and formed tea leaves into bricks for storage and trade. By the Song Dynasty (960–1279), the art of powdered tea had matured into a refined cultural practice. Tea masters used bamboo whisks, added water in seven stages, and varied their motion until the foam swelled “like a milky mist”. This method was later carried to Japan by Buddhist monks during the Song period, where it evolved into the Japanese tea ceremony. Meanwhile, Ming Dynasty China shifted toward steeped loose-leaf tea, and matcha faded from daily life in its homeland.
Today, that ancient Chinese craft is experiencing a powerful revival. China is now one of the world’s largest matcha producers, with national output expected to surpass 12,000 metric tons in 2025, accounting for roughly 70% of global production. The southwestern province of Guizhou, particularly the city of Tongren, has become the epicenter of this revival, leveraging misty highlands and low-latitude climates ideal for cultivating premium tea. Notably, Chinese matcha is now exported back to Japan — a remarkable reversal that signals the quality and scale of China’s modern matcha industry.
What Makes Chinese Matcha Different
Unlike regular green tea, where leaves are steeped and discarded, matcha is consumed whole. The leaves are shade-grown, steamed to halt oxidation, dried at low temperature, and stone-ground into an ultra-fine powder. This entire-leaf consumption delivers a far higher concentration of nutrients — including EGCG (epigallocatechin gallate), a potent antioxidant, along with L-theanine, an amino acid that promotes calm alertness, and natural caffeine.
For Middle Eastern consumers, this nutritional profile carries particular relevance. A 2025 study conducted in Saudi Arabia found that over half of participants believed matcha could support weight management and blood sugar balance, and many reported feeling “more active and refreshed” after consumption. The same research highlighted matcha’s potential benefits for cardiovascular health, obesity management, and diabetes risk reduction — health concerns that resonate deeply across the Gulf region.
Importantly, Chinese matcha producers like GuiTea have obtained Halal certification, ensuring that their products meet the dietary requirements of Muslim consumers across the GCC. Production follows rigorous safety controls, with flagship products sourced from bases certified to European Union standards, and traceability systems allowing a cup of matcha to be traced back to a specific harvest and processing step.
Matcha’s Rise Across the Middle East
The numbers tell a compelling story. The Middle East and Africa matcha market was valued at approximately $86.1 million** in recent years and is projected to reach $110.7 million by 2030. Saudi Arabia’s green tea market alone — which includes matcha — was valued at $140.14 million and is forecast to grow to **$229.24 million by 2033. The UAE is expected to lead regional growth, with its matcha tea market projected to reach $214.55 million by 2033.
More significantly, matcha has moved from a niche health product into the mainstream. In Dubai, Abu Dhabi, and Riyadh, specialty cafés now offer matcha lattes alongside traditional karak chai. Luxury hotels across the GCC have added matcha-based drinks and desserts to their menus, including matcha tiramisu, iced matcha lattes, and fusion pastries. Upscale bakeries in Dubai and Johannesburg offer matcha-infused croissants and cakes. The category is projected to expand by 130–160% in consumption volume by 2035, with a compound annual growth rate of 9–12%.
Why Middle Eastern Consumers Are Embracing Matcha
Three factors are driving this wave.
First, the “clean energy” appeal. Young professionals and students across the Gulf are turning to matcha as a gentler alternative to coffee. A 26-year-old in Riyadh described it simply: “It gives me calm energy without the jitters or crash I usually feel after drinking coffee”. Matcha’s combination of caffeine and L-theanine produces a sustained, focused alertness — without the anxiety that can accompany high coffee consumption.
Second, the wellness and lifestyle connection. With over 60% of the GCC population under 30, the region has a large cohort deeply engaged with global wellness trends and digital commerce. Matcha fits naturally into this mindset — it is visually striking, social-media-friendly, and positioned as a premium, health-conscious choice. In Saudi Arabia, matcha has been described as “a mood, a personal statement, and for many, a healthier way to start the day”.
Third, growing availability and product diversity. Chinese matcha exporters are actively expanding into Middle Eastern markets. GuiTea, a leading Chinese producer, reported approximately 5 million yuan in Middle East sales in 2025, with projections to reach 14–15 million yuan in 2026. A Saudi distributor who visited Guizhou’s production facilities in 2025 placed orders expected to exceed 10 million yuan, citing confidence in Chinese manufacturing quality and quality control systems. Beyond traditional powder, Chinese companies are developing matcha-based cookies, chocolates, and ready-to-drink products tailored to regional tastes.
How to Enjoy Chinese Matcha
Preparing matcha at home is simpler than its ceremonial reputation suggests. For Chinese matcha, use water below 60°C, adding just enough to cover the powder. Whisk (or use an electric frother) until a smooth paste forms, then add milk or water. For those seeking convenience, matcha concentrates and instant stick packs are increasingly available in GCC retail channels.
The most popular serving styles in the Middle East include iced matcha lattes with oat or vanilla milk, matcha smoothies, and matcha-infused desserts. The flavor is earthy and slightly savory — often described as “grassy” at first taste — but pairs beautifully with the region’s preference for sweetened milk-based drinks.
A Bridge Between Ancient Tradition and Modern Wellness
For Middle Eastern consumers, Chinese matcha offers something rare: a product with deep cultural heritage, documented health benefits, and modern lifestyle appeal — all in one vivid green scoop. It is Halal-certified, traceable, and backed by China’s centuries-old expertise in tea cultivation. As the region’s wellness economy continues to expand, Chinese matcha is not merely entering the market. It is becoming part of the daily ritual.
Whether whisked into a morning latte in Riyadh or blended into a post-workout smoothie in Dubai, this ancient Chinese green gold is finding a new home — one cup at a time.