[MMA X BUZZMETRICS] Matcha on Social Media_Connecting With Users Through Matcha Enjoyment Trends

This report explores the evolving landscape of Matcha conversations on Vietnamese social media in 2025, where trends, user behaviors, and brand activity reveal both momentum and limitations. With nearly 3.8 million social mentions across multiple platforms within 2 years, matcha has become a daily topic driven largely by users and  online communities rather than brand-led initiatives.

By analyzing these conversations, the report uncovers how people in Vietnam are incorporating Matcha into everyday routines - from drinks and desserts to perceived health benefits - while brands remain at varying stages of participation and relevance. It highlights user expectations, category interest, and the gap between buzz and sustained demand, offering a clear snapshot of where Matcha stands today and how the trend may evolve.