I want the essay to focus on how matcha has gained popularity in recent years, especially through social media platforms like TikTok and Instagram. The paper should explore how this trend is not only a result of digital exposure but also connected to deeper marketing strategies, consumer behavior, and cultural positioning. It should examine how matcha, originally part of a traditional Japanese ritual, was transformed into a global wellness product through strategic branding, influencer marketing, and the diffusion of innovation. Additionally, the essay should analyze the impact of social media on food culture—how visual platforms have shifted consumer preferences toward aesthetically pleasing, health-oriented, and culturally rich food products like matcha. It should also discuss how cafes and brands have capitalized on the aesthetic and cultural appeal of matcha, turning it into a lifestyle symbol. Ideally, it should connect this phenomenon to business concepts such as brand positioning, cultural appropriation/adaptation, symbolic value, and how trends spread in consumer markets. The tone should be argumentative, with a clear thesis and well-supported points, within a length of 1700–2500 words. Calibri, font size 11,
line spacing 1.15, references in APA (obligatory); title page and reference list are not
Just a quick reminder that I would like you to add some color coding to your papers before submitting them. Specifically, you should put your thesis statement in red and your topic sentences in blue. Remember that your thesis statement is the central idea of your whole text and comes at the end of the introduction, and your topic sentences are the central ideas for each of your paragraphs, and are generally found at the beginning of each paragraph.
included in the word count. We can decide the title together
https://www.einpresswire.com/article/682899732/matcha-tea-market-thrives-amidst-wellness-boom-and-changing-consumer-habits
Food from Nowhere: Complicating Cultural Food Colonialism to Understand Matcha as Superfood
https://www.trtworld.com/content/article/how-japans-matcha-fell-prey-to-americas-celebrity-driven-consumerism-14702051
Social Media Strategy, Planning, Management, Advertising, and Reporting – DōMatcha Case Study
https://www.diva-portal.org/smash/get/diva2%3A1865305/FULLTEXT01.pdf
https://www.theguardian.com/food/article/2024/jul/31/the-new-green-giant-how-matcha-took-over-the-world
https://www.foodnavigator.com/Article/2025/04/09/matcha-trend-boosting-sales-but-threatening-supply/
https://www.worldteanews.com/teas-botanicals/matcha-darling-social-media-and-powdered-teas-are-growing-wholesale-enterprise-tea
https://www.arts.cuhk.edu.hk/~ant/hka/documents/2016/HKA8_HO.pdf
https://www.researchgate.net/publication/389430584_The_Impact_of_Social_Media_on_Food_Culture
https://iasjournals.org/index.php/elegentia/article/view/74
these are some sources I have found that might be useful but I am open for other sources as well.