Wellness Wrapped in Capitalism: An Exclusive Interview with Aiman from Cerita Matcha

In 2025, trends are ever-changing. Platforms like TikTok, Instagram, Pinterest, YouTube, and others only further exasperate these rapidly changing trends, thus leading to the emergence of the word ‘micro-trend’ ; a short-lived, niche trend that quickly rises in popularity, and then fades away just as fast.

Wellness culture has unfortunately fallen victim to this with several fads coming and going throughout the years. From designer yoga mats, to unrealistic wellness daily routines, to Lululemon sets and now matcha.

Matcha itself is an ancient tea, introduced to Japan in the 1100s by a Zen Buddhist monk and now has rapidly become a modern wellness staple. Compared to other teas, matcha offers a caffeine boost that makes it an excellent caffeine alternative--without the jitters. In addition, it has other health benefits, proven to boost brain function and is high in antioxidants that supports the heart as well. It's no wonder this cult-classic amongst wellness practitioners has recently become mainstream.

But, how far can a trend go until it dilutes good and bad?

To better understand how wellness culture intersects with consumerism, I spoke with Aiman, the founder of Cerita Matcha, who offered his perspective on the rise of matcha culture and the wellness industry as a whole.

Photo Credits: Adom Teh & Aiman Sabarudin

Question: How has your experience been running a matcha business?

Aiman: So far, it’s been a journey. There have been ups and downs, I’m still learning my way through the business, but it’s very rewarding at the same time. Even though it’s quite tiring, it’s something I’m passionate about. I’m just enjoying the process of doing this and serving good matcha to people.

Question: What exactly inspired you to start this business?

Aiman: I think it comes from a personal journey. I started drinking matcha during COVID-19 because I wanted something healthy that I could have daily. I used to have really bad skin, and the properties of matcha, its antioxidants and calming benefits, helped me. It also reduced my stress.

I’d been to some cafés that didn’t really match what I envisioned matcha should taste like. After doing some R&D at home, I thought, “Hey, this is actually good.” My friends wanted to try it too, so I figured, why not share the benefits of matcha with others? It helped me, so I wanted to help others too. — Aiman Sabarudin

Question: So how do you think the aesthetic of matcha—since it’s so trendy right now—has affected your brand? Many people associate it with wellness, and platforms like TikTok have made it go viral. How has that influenced your brand strategy?

Aiman: Our brand strategy is basically to make matcha part of a lifestyle, not just a drink. I want to show how wellness can be part of daily life, like how people grab coffee every morning. So, for me, it’s like having your daily matcha.

I believe matcha is the new coffee. Saying it’s a “healthier” version might be controversial because coffee has its own benefits, but personally, I prefer matcha. The caffeine doesn’t give you jitters or make your heart race like coffee does. That’s why I think matcha is such a good option.

Question: There are always new trends, and people are constantly capitalizing on them. Do you ever worry that matcha will just be another fleeting internet craze?

Aiman: I believe trends come and go, but as I said earlier, I really think matcha is the new coffee, a healthier version of it. It’s something people can easily incorporate into their daily routines, especially in the West. You see people posting about it with their outfits, it’s become part of the lifestyle. Right now, the demand is booming, and even getting quality matcha has become a challenge for me as a business owner.

Question: Speaking of that, how do you deal with the current matcha shortage?

Aiman: It’s definitely a challenge. But I have friends who also run coffee or matcha businesses, so sometimes I reach out to them. I do my best to source from different places while maintaining the quality of the matcha powder.

Photo Credits: Adom Teh & Aiman Sabarudin

Question: Do you think people consume matcha more for its genuine health benefits, or just because of the aesthetic and current hype?

Aiman: I think it’s a mix of both. But once people really enjoy the taste, they start exploring it more.

As a business owner, I make it a point to be transparent about matcha’s benefits, I want people to know what they’re drinking. Sharing that information helps attract those who might first come for the trend but stay for the benefits. — Aiman Sabarudin

Question: For the longest time, anything Asian was considered “different” or “weird” in Western culture, but now matcha is hugely popular there. How do you think your brand fits into that trend?

Aiman: The West has really embraced the wellness wave, and they’ve taken matcha, a Japanese superfood, and incorporated it into their coffee culture. I think the vibrant green color also attracts people; it’s very aesthetic and photogenic. So in a way, it’s a trend, but I hope it doesn’t die down too quickly because matcha is genuinely a great, easy-to-consume drink.

Question: Are you at all worried about the westernization of matcha, considering its deep cultural roots in Japan?

Aiman: It’s quite normal for people to adjust flavors to suit their taste preferences, but it’s also important for the West to acknowledge where matcha comes from. It’s a Japanese tea used traditionally in ceremonies. Innovating it into a daily drink is fine, as long as people respect the culture and are transparent about its origins — that helps avoid cultural appropriation.

Question: Matcha businesses are really competitive right now. What makes your brand stand out?

Aiman: Our unique selling point is having our store inside a flower shop, so people can grab matcha and flowers together.

Anyone can sell matcha online or in a café, but what makes a brand different is its taste, concept, and positioning. — Aiman Sabarudin

Cerita Matcha targets the youth. The aesthetic and vibe appeal to a younger audience. For example, brands like Niko Neko go for a minimalist, artisanal feel, while Cerita Matcha focuses more on fun, fusion flavors that are approachable and easy to enjoy.

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Based on Aiman’s insights, it’s clear that while modern wellness culture remains intertwined with consumerism, it also brings meaningful benefits. The movement has inspired a new generation of young entrepreneurs to introduce fresh, creative ideas while still honoring the roots of their practices. Beyond wellness, the rise of matcha, alongside other Asian delights like boba and ramen, reflects a growing global appreciation for diverse cultures. What was once considered “foreign” has now become mainstream, showing how globalisation and increased cultural openness have fostered curiosity rather than prejudice.

However, like most trends driven by consumerism, wellness culture comes with its downsides. It can certainly create pressure to spend excessively in pursuit of the “perfect” wellness-focused lifestyle.

Photo Credits: Aiman Sabarudin

Question: Do you feel pressured to keep up with trends or adjust your brand to fit what's popular at the moment?

Aiman: Yes, there’s always pressure to follow trends because they come and go so quickly, especially with how fast social media moves. But it’s important to balance that — to stay relevant while staying true to yourself and what you believe in.

Question: If matcha ever goes “out of fashion,” how do you plan to sustain interest?

Aiman: For Cerita Matcha, I envision it becoming more than just a drinks brand.

I want it to be a community space; a place where people can gather, host events, maybe even do brand launches. By collaborating and innovating, we can keep it alive as a lifestyle, not just a trend. — Aiman Sabarudin

Question: A lot of people say TikTok has turned wellness into a performance—you’ve probably seen the “performative male" videos. Do you think that affects how people buy or talk about matcha?

Aiman: I think the performative side of it is just a trend—it’ll fade. People talk about it on social media because it’s popular right now. Personally, I genuinely love matcha, which is why I started this brand. But it’s still a good thing that matcha is being talked about; it keeps it in the conversation.

Question: What does sustainability mean to you? Both in terms of your product and resisting short-lived consumer cycles?

Aiman: For me, sustainability means taking something from the environment but also giving back to it. It should be a cycle, not just taking and then leaving waste behind.

Right now, we use paper straws, but in the future, I hope to be more eco-friendly. Maybe customers can bring their own reusable tumblers instead of using plastic cups.

Question: Finally, based on what you’ve seen, what does “wellness” really mean to customers today?

Aiman: I think younger generations are much more aware of wellness now because they have access to information so quickly. People see wellness as something easy to incorporate, like drinking something that benefits them. Matcha fits that perfectly: it’s convenient, tasty, and part of a daily routine.

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More about the interviewee:

Ahmad Aiman bin Sabarudin is currently a Year 3 Business in Marketing and Management student who previously graduated with a Diploma in Architecture in UTMKL before switching to business degree in Nottingham. Despite owning a matcha brand, he admits to still being a coffee drinker—though his love for matcha runs in the family, tracing back to his Japanese grandfather.

Writer's Notes:

“Wellness Wrapped in Capitalism”: Being a matcha lover myself, I really enjoyed writing this. It was fun but also surprisingly insightful; I walked away with a newfound appreciation for both matcha and the people running these small businesses.

While capitalism has sowed its seeds in nearly every trend, this article takes a look at the brighter side of things. These trends, though often driven by consumerism, can still leave people with meaningful experiences, healthier habits, and fresh perspectives.

I’ll admit, I’ve fallen for my fair share of wellness and internet trends. With the convenience of online payments, it’s easier than ever to buy the latest “must-have” item within seconds. The topic itself is incredibly nuanced, and no single article could capture all its complexities. What follows merely scratches the surface, highlighting some of the positive outcomes that wellness trends can bring.

Aiman greeted Hajar and me with matcha and flowers, and after trying the matcha, I have to say I was honestly blown away, the matcha was so good. No exaggeration, it was genuinely amazing. I can confidently vouch for Cerita Matcha now, go check them out!

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Contributing Writer: Awana Al Islam

Featured Photographer: Adom Teh

Section Editor: Hajar Haq

Co-Editor-in-Chief: Emma Gerard