贵州土特产，成了打工人的“咖啡新替”

Core Viewpoint - The rise of matcha products in the beverage market is driven by changing consumer preferences towards more authentic, healthier, and complex flavors, with a notable shift towards bitter and concentrated matcha varieties [5][11][24]. Group 1: Market Trends - Matcha has gained significant popularity in 2024, with 50 leading tea brands launching 73 new matcha products, laying the groundwork for its explosive growth in 2025 [8]. - The perception of matcha has shifted from being considered too bitter to being embraced as a core selling point, with brands promoting the bitterness as a reflection of the tea's authentic flavor [11]. - The introduction of "thousand-mesh" matcha, which is finer and provides a more refined experience, has become prevalent, with many brands now sourcing matcha from domestic regions like Zhejiang and Guizhou [14][28]. Group 2: Consumer Behavior - Consumers are increasingly seeking genuine flavors and healthier options, moving away from overly sweet beverages to those that highlight the natural taste of ingredients [17][24]. - Matcha is being recognized not only for its flavor but also for its health benefits, being classified as a "superfood" rich in antioxidants, making it a preferred choice for those looking for a lighter beverage compared to coffee [19][20]. - The growing trend of DIY matcha preparation at home or in the office reflects a shift in consumer behavior, with 25.83% of consumers purchasing pure matcha drinks and 23.14% opting for matcha for home preparation [22]. Group 3: Supply Chain and Production - China has become the largest producer of matcha globally, with production reaching 3,916 tons in 2020, accounting for over 55% of the world's supply [26][27]. - Japan is facing a supply crisis due to adverse weather conditions affecting the production of key matcha ingredients, leading to increased prices and limited availability [28]. - The rise of domestic matcha production, particularly from regions like Zhejiang and Guizhou, is meeting the growing global demand, with Guizhou's matcha production exceeding 1,200 tons in 2024 [29][30]. Group 4: Cultural and Brand Development - The resurgence of matcha in China is seen as a return to its roots, with efforts underway to build a unique Chinese matcha culture and brand identity [34][35]. - Local brands are beginning to incorporate traditional Chinese tea practices to differentiate themselves from Japanese matcha, aiming to create a distinct cultural narrative around Chinese matcha [36].