Minimalist, cozy, and aesthetic.

I think the best way to make matcha feel fresh to Gen Z is by making it feel authentic and part of real everyday life instead of overly curated. People connect more with relatable content now, so I’d focus on things like realistic morning routines, gym days, study sessions, or busy work days where matcha naturally fits in. I also think personality and storytelling matter more than perfect aesthetics. Simple, genuine content with good energy, quick pacing, and natural voiceovers feels a lot more engaging and trustworthy to Gen Z audiences.

I think the best performing content on TikTok is content that feels genuine and naturally fits into someone’s lifestyle. For a product like matcha, I personally love content that feels calming, aesthetic, and part of someone’s everyday routine instead of overly promotional. I’ve noticed videos like morning routines, gym/wellness content, recipe videos, “what I eat in a day,” or even simple clips of making matcha while getting ready or working tend to perform really well because people enjoy content that feels relatable and comforting. I also think people connect more when they can tell the creator actually enjoys the product. Personally, I’m drawn to content that feels authentic and visually pleasing at the same time, especially when it’s paired with good lighting, clean visuals, and a strong hook in the first few seconds.