Asian culture has exploded all over social media with the phenomena of matcha and boba. However, as the drinks rise in popularity, so do concerns over ethical consumption, raising the question: Is this cultural appreciation or food gentrification?
When asked how Boston College (BC) students discovered boba and matcha, answers were overwhelmingly similar: through social media.
“I heard about it [boba] online– especially matcha. I used to be a fan of it back in the day,” replied freshman Joe Rizza. For the majority of students, their first exposure to these drinks came from apps like TikTok or Instagram, yet they knew little about their history.
Matcha originated in China during the Tang Dynasty (618-907AD) but became a staple in Japan through a Zen Buddhist monk, Eisai. He is credited for the Song Dynasty method of powdered tea whisked with hot water using a bamboo whisk that is still practiced today. What once held religious significance has turned into the newest “ trend”.
“In a way, it’s kind of becoming like a joke. And so, that can be harmful for Asian communities,” said Ava Spinetti, BC ‘29. “A lot of times people capitalize off it [matcha] without giving credit where credit is due.”
The negative ramifications of the capitalization of matcha are evident in the global matcha shortage. With the increase in demand, heatwaves in Japan, and increased tariffs, matcha’s production has slowed down, and its price has skyrocketed. In 2025, matcha prices increased by 180%.
While critics may say that people are being overly sensitive to consider food a tool for appropriation, it is important that food is part of culture, identity, and values.
“It reminds me of a few years ago, there’s a Mexican drink called agua fresca that was trending, and they [Western society] called it spa water, and you know,” said Kiara Felix, BC ‘29. “It’s a form of modern-day colonization. Thinking that everything is theirs.”
Of course, not everyone has such strong opinions on this matter. “ It’s neutral. It’s a good beverage, if you want to have it, I don’t see anything inherently wrong with it,” said Joe Rizza, BC ‘29.
Most students did not have a clear answer to describe the popularization of matcha, “I think in most cases, it’s cultural appreciation, but when it’s done poorly or without paying proper homage, it definitely verges onto cultural appropriation territory,” expressed Spinetti.
It seems that the question of cultural appreciation versus food gentrification is dependent on the approach a business takes. When promoting cultural food, are they mentioning the history and staying true to its original form, or are they altering it? Authenticity is crucial when approaching cultural foods and should be standard for companies.
It is clear that a pattern is being seen by multiple ethnic groups: first, something becomes a trend and everyone loves it. Then prices go up and, eventually people say it is overrated and move on to the next thing without thinking of their impact. This cycle is continuous and will not stop unless we, the consumers, step back and acknowledge our role.
Next time we see a “trend,” let’s take the time to learn and realize culture is more than just an aesthetic and that there is history behind everything.
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