Why matcha has become London's latest culinary obsession

There was a time when matcha occupied a niche corner of specialist tea shops and health food stores. Today, it is everywhere.

From cafés in Shoreditch to bakeries in Soho, the finely ground Japanese green tea has become one of the defining ingredients of London's contemporary food scene. Once associated primarily with wellness culture, matcha has evolved into something broader: a flavour embraced by chefs, bakers and consumers seeking alternatives to increasingly familiar coffee-shop offerings.

The latest example comes from Bombolone Doughnuts, the Italian-inspired bakery near Trafalgar Square that has built a loyal following around its cream-filled brioche doughnuts. For three weeks this summer, the bakery will collaborate with Blendsmiths to launch a limited-edition Matcha Bombolone, combining Italian baking traditions with one of Japan's most celebrated ingredients.

At first glance, the pairing may appear unusual. The bombolone is a distinctly Italian creation, known for its rich brioche dough and indulgent fillings. Matcha, meanwhile, is rooted in centuries of Japanese tea culture. Yet the combination speaks to a broader trend that increasingly defines London's food landscape: the blending of culinary traditions that once existed separately.

The limited-edition doughnut features ceremonial-grade matcha incorporated into both the filling and decoration, paired with white chocolate to soften the tea's distinctive grassy bitterness. The result is designed to strike the balance that has helped make matcha so popular with younger consumers, offering enough sweetness to feel indulgent while retaining the ingredient's characteristic depth and complexity.

Its arrival is unlikely to surprise anyone familiar with recent food trends.

Over the past decade, matcha has steadily moved from specialist cafés into mainstream culture. Initially popularised through lattes and iced drinks, it has since found its way into pastries, desserts, ice cream, chocolates and even cocktails. The ingredient's vibrant green colour has undoubtedly contributed to its social media appeal, but its longevity suggests something more substantial is at work.

Consumers increasingly seek flavours that feel both familiar and distinctive. Matcha occupies that space effectively. It offers the comfort associated with tea while providing a flavour profile unlike anything traditionally found in British baking.

Bombolone's collaboration also reflects another growing trend: the elevation of everyday treats through premium ingredients.

Rather than creating novelty products for the sake of attention, bakeries and cafés are increasingly focusing on ingredient quality as a point of distinction. In this case, the partnership centres on Blendsmiths' ceremonial-grade matcha, a category typically associated with higher quality and more refined flavour characteristics than mass-market alternatives.

The doughnut itself is accompanied by a range of matcha-based drinks, including hot and iced lattes as well as a mango matcha variation. Together, they form a seasonal menu that demonstrates how thoroughly the ingredient has become integrated into modern café culture.

For Bombolone Doughnuts, the collaboration represents another step in the rapid rise of a business that has attracted considerable attention since opening in central London. Its success reflects the enduring appeal of products made with a clear point of view. In a city filled with bakeries and cafés, distinctive specialities continue to matter.

Yet the story here is arguably less about doughnuts than about the continued evolution of London's tastes.

The capital has always been shaped by culinary influences from around the world, but today's consumers appear increasingly comfortable embracing combinations that would once have seemed improbable. Italian pastry and Japanese tea no longer feel like unlikely companions. They feel entirely contemporary.

Whether the Matcha Bombolone becomes a seasonal favourite remains to be seen. What is certain is that London's appetite for matcha shows little sign of slowing.

For an ingredient once considered a niche curiosity, that may be the most remarkable transformation of all.