Matcha: The Drink That Reveals the Secret of Umami Taste

From Japanese ritual to global craze, the most sought-after powdered green tea of ​​the moment shows how tradition, health, and science meet in a unique flavor experience.

São Paulo, October 2025 – Matcha, the traditional powdered green tea from Japan, has become a star in coffee shops, social media, and even in special divisions of large beverage companies. In Brazil, the trend is also gaining strength, following the growth of the tea and healthy supplement market in the country, which has registered a 25% increase in tea consumption in the last seven years. According to the consulting firm Mordor Intelligence, the global matcha market, valued at US$4.25 billion in 2024, is expected to reach US$6.68 billion by 2029.

Behind the photogenic green foam and the aesthetics that captivate influencers lies an ancient secret of gastronomy: umami, the fifth basic taste of the human palate. It is this that differentiates matcha from other teas and helps explain why the beverage has become a global phenomenon.

Produced from leaves of Camellia sinensis, grown in the shade and stone-ground, matcha preserves unique taste and aroma characteristics. One of the main contributors to this experience is the amino acids theanine and glutamate, present in high concentrations in the herb due to shade cultivation. They act by softening the typical bitterness of green tea and providing a sensation of balance and depth on the palate. “Thanks to glutamate and theanine, matcha offers a complex and pleasant taste experience, marked by the presence of umami, making the drink so special,” explains Hellen Maluly, PhD in Food Science and technical and scientific consultant at Ajinomoto do Brasil.

In addition to conquering palates, matcha reinforces a trend towards the search for functional options that combine well-being, health, and innovation. “Green tea is a practical demonstration of how umami is present in more foods than we imagine, and that it can even be enjoyed in the beverage that has become a symbol of a balanced lifestyle,” adds the expert.

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UMAMI

It is the fifth basic taste of the human palate, discovered in 1908 by the Japanese scientist Kikunae Ikeda. It was scientifically recognized in 2000, when researchers at the University of Miami found the existence of specific receptors for this taste in the taste buds. The amino acid glutamic acid and the nucleotides inosinate and guanylate are the main umami substances. The two main characteristics of umami are increased salivation and the persistence of the taste for several minutes after ingestion of the food. To learn more, visit hmg-new.portalumami.com.br/wp/

About Ajinomoto do Brasil

Present in the country since 1956, Ajinomoto do Brasil is a benchmark in amino acids and widely known for its retail products, such as SAZÓN® Seasoning, MID® Soft Drinks, VONO® Soups and AJI-NO-MOTO® itself, in addition to operating in the food service segment (food away from home). The company offers high-quality products both for consumers and as inputs for the food, cosmetics, sports, pharmaceutical, animal nutrition and agribusiness industries. Its purpose is to contribute to the well-being of society, people and the planet using its expertise in “AminoScience,” the science of amino acids, from production to application, through a sustainable food system. To this end, it works with products developed from the Biocycle – a circular process of sustainable production – with less impact on the environment. With four factories in the interior of São Paulo and headquarters in the capital, it employs approximately 3,000 people and serves domestic and international markets. Globally, the Ajinomoto Group employs more than 34,000 people, has 117 factories, and its products are sold in over 130 countries. In 2024, it had global revenue of US$10.2 billion and national revenue of R$3.6 billion. For more information, visit www.ajinomoto.com.br.

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