# Fresh Matcha Cafe Drinks These Starbucks Matcha Beverages are Made with Freshly Harvested Tea By Michael Hemsworth | Published 2024-05-16 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/matcha-beverage References: [soranews24](https://soranews24.com/2024/05/16/starbucks-releases-special-matcha-frappuccino-made-with-japans-first-matcha-leaves-of-the-year/) & [starbucks.co.jp](https://www.starbucks.co.jp/press_release/pr2024-5154.php)  These Starbucks matcha beverages have been announced by the brand in Japan as new versions of its most popular matcha-based drinks that are formulated with freshness in mind. The New Matcha series of drinks are crafted with hatsutsumi, which translates to the first batch of harvested green tea leaves that are prized by many consumers as having the best flavor. The drinks include the New Matcha Wasanbon Matcha Frappuccino, New Matcha Wasanbon Matcha Tea Latte and the New Matcha Matcha and Crushed Pistachio Milk Tea Latte. The Starbucks matcha beverages are being exclusively offered at [Starbucks Tea](https://www.trendhunter.com/trends/starbucks-japan-matcha) & [Cafe](https://www.trendhunter.com/trends/matcha-crushed-pistachio-milk-tea-latte) locations to further prioritize the rare nature of the refreshments. The drinks are a limited time offering. ## Trend Insights (Trend Hunter) - Score: 3.6/10 - Popularity: 48% | Activity: 36% | Freshness: 24% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Why This Trend Is Growing - **Premium-quality Ingredients:** Businesses are increasingly focusing on sourcing superior ingredients like hatsutsumi to create premium products that attract discerning consumers. - **Exclusive Product Offerings:** Limited-time and exclusive product releases are being used to create buzz and drive traffic to specific retail locations. - **Seasonal Beverage Innovations:** Seasonal or limited-edition beverages provide brands with the opportunity to experiment with new flavors and meet evolving consumer demands. ### Industries Being Reshaped - **Specialty Beverages:** This industry sees constant innovation as brands develop unique offerings such as freshly harvested matcha-based drinks. - **Café Chains:** Café chains leverage exclusive and high-quality ingredient-based beverages to elevate their brand and differentiate from competitors. - **Gourmet Tea:** The demand for premium and rare teas like hatsutsumi drives growth and innovation within the gourmet tea industry. ## Related on Trend Hunter - [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) - [Blended Matcha Sodas](https://www.trendhunter.com/trends/sencha-matcha-green-tea-sparkling.md) - [Gyokuro Matcha Beverages](https://www.trendhunter.com/trends/gyokuro-matcha-frappuccino.md) - [Pistachio Matcha Tea Lattes](https://www.trendhunter.com/trends/matcha-crushed-pistachio-milk-tea-latte.md) - [Green Tea Chai Lattes](https://www.trendhunter.com/trends/new-green-tea.md) - [Macaron-Topped Cafe Drinks](https://www.trendhunter.com/trends/sakura-saku-saku-matcha-frappuccino.md) - [On-The-Go Matcha Lattes](https://www.trendhunter.com/trends/kyoto-matcha.md) - [Refined Cherry Blossom Beverages](https://www.trendhunter.com/trends/hanami-drinks.md)