Matcha isn’t just a tea—it’s a lifestyle, and an emerging industry. What started as an ancient Japanese tradition has now become a global obsession, fueling wellness trends, aesthetic café menus, and influencer content everywhere. If you’re thinking about launching a matcha brand, you’re not just selling a product—you’re crafting an experience. Here’s how to market your matcha business like a true Baddie.
Meet Milia Matcha
And what better way to dive in than with Milia Matcha? Created by YouTuber Andie Ella, this brand was born from a lifelong love for matcha—one she inherited from her mother and turned into a business.
The Matcha Journey of Andie Ella
Andie’s love for matcha began in childhood, introduced by her mother in 2010. She was immersed in the world of the vibrant green tea, attending major food expos in France where its benefits were being discussed. Each morning before school, her mother would prepare her a cup—a simple ritual that became a lifelong habit.
By 2013, Andie had launched her YouTube channel, and her devotion to matcha didn’t go unnoticed. She became known for drinking it religiously in her videos, earning her the nickname “Madame Matcha” from her followers. This growing online presence fostered a deep connection with her community, many of whom shared her passion for high-quality matcha—laying the foundation for what would later become her own brand.
From Japan’s Matcha Culture to Milia’s Unique Blend
After years of anticipation, Andie’s dream of traveling to Japan finally became a reality. This journey deepened her connection to matcha culture and inspired her to create a brand that would challenge the traditional industry norms. She wasn’t content with just any matcha—she set out to find a supplier who could provide 100% Japanese matcha with no bitterness, while reimagining the aesthetics of the industry.
That’s when Milia Matcha was born. Named after her grandmother Émilia, the brand reflects a soft, feminine, and minimalist identity. Andie spent months searching for the ideal supplier and eventually partnered with a tea producer from Japan’s Mie Prefecture, who shared her vision. But Andie didn’t stop there—she innovated by developing a line of flavored matcha blends, crafted directly in Japan, bringing a fresh perspective to the market.
After a year of research and development, Milia Matcha officially launched in November 2023. Based near Paris, the company is growing, with new product innovations and an expanding community of matcha lovers who connect with Andie’s story and passion.
The Matcha Movement
Health-conscious consumers, especially Millennials and Gen Z, are driving the matcha craze. They love it for its antioxidant benefits, energy boost without the jitters, and, let’s be real—the Instagrammable green hue.
Matcha is no longer limited to traditional tea ceremonies. It’s in lattes, smoothies, skincare, desserts, and even supplements. Understanding your audience’s wellness-driven lifestyle and digital habits is key to positioning your brand.
Branding That Stands Out
In a crowded matcha market, creating a brand that shines is crucial :
Name & Logo: Your brand name and logo should be memorable and reflect your core values of quality, authenticity, and modern style. A name that sticks, paired with a sleek logo, creates an immediate impression and builds trust with your audience.
Packaging: Packaging is more than just a way to hold your product—it’s part of the experience. Opt for a stylish packaging that aligns with your brand’s identity. Thoughtful design makes your product feel premium and shows customers you care about every detail.
Storytelling: Consumers aren’t just buying a product—they’re investing in a story. Whether it’s about your matcha’s origins, sustainable sourcing, or your personal journey into the business, telling your story authentically connects with your audience and makes your brand memorable.
Social Media = Your Matcha Playground
Here are some content strategy ideas for your social media that will help your brand resonate with customers who are looking for more than just a cup of matcha—they’re seeking a lifestyle.
How to Spot a Good vs. Bad Matcha: Educate your audience on the quality differences in matcha to build trust and expertise.
Matcha Recipe Ideas: Share versatile matcha recipes, from lattes to cakes, highlighting the product’s flexibility in cooking and baking.
Lifestyle Content Around Matcha: Connect matcha to wellness and daily routines, featuring moments like Pilates or skincare with matcha products.
Merch: Matcha + Journaling: Create a wellness-inspired merch collection, combining matcha with mindfulness products like branded mugs and journals.
Tips for Perfect Matcha: Provide advice on the best matcha preparation methods, including water temperature and whisking techniques.
Memes and Relatable Content: Use humor to engage your audience with relatable matcha-themed memes.
Collage Videos: Show the Process: Create engaging videos that showcase the matcha-making journey, from whisking to farm visits.
Trending Products: Essentials for Your Bag: Promote matcha-related items, like to-go kits or snacks, as essential for a wellness-focused lifestyle.
Matcha Collage Photos: Lifestyle Integration: Share collages depicting matcha in various lifestyle moments to evoke a sense of balance and wellness.
Pop-Up Shops: Host temporary events where customers and influencers can experience your matcha firsthand, with tastings and workshops.
Partnerships with Skincare Brands: Collaborate with skincare brands to include a small matcha packet in their product boxes, expanding your brand’s reach.
Behind the Scenes: Farm Visits and Logistics: Offer a transparent look at the matcha supply chain, from farm visits to harvesting and processing.
Matcha to-Go Merch: Mugs and More: Develop portable matcha products, such as travel mugs or kits, for a convenient, on-the-go experience.
UGC Creators: Encourage User-Generated Content (UGC) to build a community and increase brand loyalty.
Matcha is more than just a drink; it’s a ritual, a wellness staple, and a source of creativity. So, let your content reflect that, and watch your brand grow into a movement that matcha lovers can’t resist.
However, this strategy does not fully apply in Tunisia, as an essential step needs to be added: raising awareness about matcha and its benefits. Since matcha is not yet widely known or accessible in Tunisia, educating the audience on what it is, why it is beneficial, and how to incorporate it into daily life is crucial. Before building a lifestyle brand, the focus should be on awareness—introducing matcha to the market and creating demand. Once that foundation is set, the rest of the strategy can follow, turning matcha into the next big wellness trend.
Want to be at the forefront of bringing matcha to Tunisia? How can you educate your audience, build curiosity, and make matcha a must-have in their daily routine?
Let’s start the conversation and make matcha the next big thing! Join the Marketing Baddie community ! Let’s connect, collaborate, and inspire each other on this creative journey.
