顶流商圈，正在被"一抹绿色"席卷。 上海静安大悦城、深圳万象天地、杭州万象城，抹岛抹茶在今年春节前一口气拿下三城核心点位。 开出71家门店的九十葉，2025年一年卖了2.3亿元。 专门店遍地开花，抹茶迎来真正的爆红时刻？ 一年卖2.3亿 抹茶专门店成茶饮隐形黑马 刚开年，一批抹茶专门店悄然突围，成为茶饮赛道的隐形黑马。 抹岛抹茶（MATCHA ISLAND）赶在春节前，一口气在上海静安大悦城、深圳万象天地、杭州万象城开出3家新店，借着假期流量红利迅速积累口碑。 1只香草抹茶猫猫岛、青柠雪酪抹茶、草莓提拉米苏抹茶牛乳成为门店打卡爆款，有消费者直言："颜值和口感都在线，喝起来像在吃甜品。" 不仅如此，九十葉团队还在加速布局品牌矩阵：2025年底，其在上海推出主打抹茶特调的Matcha Wang，切入精品品鉴赛道；同期在苏州落地Very Matcha 抹趣，以抹茶酱茶饮为特色，迅速成为年轻人的社交新宠。 区域抹茶品牌同样在加速突围： 主打意大利手工冰淇淋的九十葉·抹茶专门店，截至2026年2月全国在营门店已达71家，2025年全年营业额约2.3亿元。 有差异、有记忆点 新一代抹茶专门店有3个特征 观察下来不难发现， ...

Core Insights - The demand for matcha products has surged significantly, driven by foreign tourists and a growing global interest in health-oriented foods [1][21][28] - Matcha has become a staple flavor in desserts and beverages, with a wide variety of new products being introduced annually in Japan [2][5][6] - The matcha market is expected to continue expanding, with projections indicating a compound annual growth rate of 9.4% from 2022 to 2027, reaching a market size of $5.5 billion by 2027 [40] Industry Trends - The popularity of matcha has been influenced by health trends, with consumers associating it with various health benefits, including weight loss and improved heart health [28][30] - Social media has played a crucial role in promoting matcha, with visually appealing matcha products gaining traction on platforms like Instagram and TikTok [33][34] - The collaboration between matcha and global coffee culture, particularly through major chains like Starbucks, has further solidified matcha's presence in the beverage market [36][37] Supply and Demand Dynamics - The supply of matcha has struggled to keep pace with the rising demand, leading to shortages and even purchase limits at some retailers [15][17][18] - The price of matcha has increased significantly, with raw matcha leaf prices rising by approximately 30% over the past five years [23] - The production of matcha faces challenges due to labor-intensive cultivation methods and an aging workforce in the tea industry [26] Consumer Behavior - There is a noticeable shift in foreign tourists' spending habits, moving from mere product purchases to immersive cultural experiences, such as tea ceremonies [38][39] - The trend of "superfoods" has positioned matcha as a desirable product among health-conscious consumers, despite its higher price point [30][28] - The emergence of creative matcha-infused products, such as matcha tofu snacks, reflects the evolving consumer preferences and market innovation [46]