# On-The-Go Matcha Lattes Starbucks Japan Revives the Kyoto Matcha Latte with More Matcha Flavor By Amy Duong | Published 2025-09-02 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/kyoto-matcha References: [starbucks.co.jp](https://www.starbucks.co.jp/?srsltid=AfmBOorOHXm1Wpu2JTsQQ-8Nvh04b60g0Omy4FcQAI-11lHlHP-_MkJf)  [Starbucks Japan](https://www.trendhunter.com/trends/gyokuro-matcha-frappuccino) marks the Kyoto Matcha Latte revival with boosted matcha flavor, reintroducing the popular chilled cup to celebrate 20 years of its [ready-to-drink lineup](https://www.trendhunter.com/trends/the-starbucks-pumpkin-spice-latte). Originally launched in 2008, the drink returns unchanged in its creamy, milk-forward base, now deepened with richer matcha for a more robust taste. The iconic packaging remains, featuring pagoda and garden illustrations in layered green tones and gold highlights. Available nationwide in [convenience stores and supermarkets](https://www.trendhunter.com/trends/7eleven-japan-meccha-matcha) from September 2, the lounge-worthy drink is part of a celebratory lineup that invites both nostalgic fans and new matcha enthusiasts to rediscover its smooth texture and balanced sweetness. To enhance the experience, Starbucks suggests pairing it with savory nori-tuna rice balls or a rich steamed cheesecake, where the umami and creaminess elevate the latte’s flavor profile. Image Credit: Starbucks Japan ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 47% | Activity: 50% | Freshness: 49% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) ## Key Themes ### What Makes This Trend Stand Out - **Enhanced Matcha-based Beverages:** The surge in demand for matcha-enriched drinks offers potential for innovative flavor profiles and richer taste experiences. - **Nostalgia-driven Product Revival:** Brands are capitalizing on nostalgia by reintroducing popular legacy products with modern enhancements to attract both returning and new customers. - **Packaging Design Innovation:** Creative packaging that visually narrates cultural stories can strengthen brand identity and consumer engagement. ### Sectors Adopting This - **Ready-to-drink Beverage Market:** The reintroduction of legacy beverages underscores the continuous growth of the ready-to-drink sector, driven by convenience and evolving taste preferences. - **Matcha Products Industry:** An increasing focus on matcha in diverse products highlights the expanding consumer base for health-centric, flavorful options. - **Convenience Retail Sector:** Convenience stores catering to niche beverage trends can leverage popular product revivals to boost foot traffic and sales. ## Related on Trend Hunter - [Ready-to-Sip Matcha Lattes](https://www.trendhunter.com/trends/kyoto-matcha-latte.md) - [Convenience Store Matcha Lattes](https://www.trendhunter.com/trends/starbucks-matcha-latte.md) - [End-of-Year Cafe Matcha Lattes](https://www.trendhunter.com/trends/matcha-classic-green-tea-latte.md) - [Ready-to-Drink Matcha Lattes](https://www.trendhunter.com/trends/chilled-matcha-brulee-latte.md) - [Gyokuro Matcha Beverages](https://www.trendhunter.com/trends/gyokuro-matcha-frappuccino.md) - [Refined Chilled Matcha Refreshments](https://www.trendhunter.com/trends/starbucks-japan-matcha.md) - [Premium Matcha Cafe Drinks](https://www.trendhunter.com/trends/starbucks-japan-gyokuro-matcha.md) - [Ready-to-Sip Cafe Matcha Drinks](https://www.trendhunter.com/trends/starbucks-readytodrink-portfolio.md) - [Pistachio Matcha Tea Lattes](https://www.trendhunter.com/trends/matcha-crushed-pistachio-milk-tea-latte.md)