The Rise Of Matcha: The Daily Ritual Replacing Your Morning Coffee
why make the switch?
By Kiri Johnston | 14th August 2026There was a time when coffee was the unquestioned hero of the morning routine. Today, more Australians are reaching for something green instead.
From neighbourhood cafés to home kitchens, matcha has become one of the fastest-growing wellness rituals, embraced by everyone from busy professionals and creatives to athletes and content creators seeking a steadier source of energy and a more intentional start to the day. As conversations around longevity, nervous system regulation and mindful living continue to grow, matcha is becoming more than a drink — it’s becoming a lifestyle.
Few people have watched that shift unfold as closely as Catalina Meldrum.
The Brisbane-based model, content creator and founder of Match’D has built a community around modern wellness, turning her own daily matcha ritual into a growing Australian business dedicated to premium ceremonial-grade Japanese matcha. But for Catalina, Match’D was never about creating another wellness brand. It was about sharing a ritual that had quietly transformed her own life.
A ritual that led to a business
Catalina’s journey with matcha began through her passion for health, longevity and creating a slower, more intentional way of living.
After discovering the quality, craftsmanship and centuries-old ritual surrounding Japanese ceremonial matcha — originally used by Buddhist monks during meditation — she realised there was a gap in the Australian market for a premium matcha that honoured both its heritage and its makers.
“I wanted to bring that experience to Brisbane and beyond,” she says. “Not only by offering exceptional matcha, but by helping people slow down, become more mindful in their everyday routines and create moments of calm amidst busy lives.”
That vision became Match’D, a brand built around balance, focus and mindful living, while sourcing directly from trusted farms in Kyoto and Kagoshima.
More than a coffee alternative
While many people first discover matcha as a replacement for coffee, Catalina believes the appeal runs much deeper. “We’re seeing a broader shift in how people view health and wellbeing,” she explains. “People are becoming more interested in longevity, nervous system regulation, mindfulness and creating sustainable habits rather than relying on quick fixes.”
Unlike coffee’s rapid caffeine spike, matcha offers a gentler, more sustained source of energy, making it an appealing choice for those looking to avoid the afternoon crash. At the same time, preparing matcha encourages people to slow down, creating a small ritual before the demands of the day take over.
Social media has also introduced matcha to a wider audience, transforming it from a traditional Japanese tea into a modern wellness staple that’s equally at home in cafés and kitchen cupboards. “It doesn’t hurt that it’s visually beautiful and incredibly versatile,” Catalina says.
The morning routine shapes the day ahead
For someone balancing life as a founder, model and content creator, routine has become non-negotiable. Catalina’s mornings begin long before emails and meetings.
She starts each day with meditation, making her bed, completing her skincare routine, whisking a fresh matcha, journalling and practising gratitude before slowly enjoying her drink. Only then does the workday begin. “My mornings are something I really protect because they set the tone for the rest of my day,” she says. “It’s important for me to create order, ground myself and start with intention. I believe the way we start our mornings influences everything that follows.”
Quality is everything
As matcha’s popularity continues to grow, so does confusion around quality. According to Catalina, there are three simple indicators of a premium ceremonial-grade matcha.
The first is the harvest, with first-harvest leaves typically producing the sweetest, smoothest and most vibrant flavour. The second is the cultivar, including whether the matcha comes from a single origin or a carefully balanced blend. Finally, there’s the colour — high-quality matcha should have a bright, vibrant green hue.
It’s also why sourcing directly from farms in Kyoto and Kagoshima has remained central to Match’D from the very beginning. “Relationships are at the heart of everything I do,” Catalina says. “Whether it’s our customers, café partners, community or the farmers who grow our matcha, I believe the strongest businesses are built on genuine, long-term relationships.” She believes those partnerships should grow alongside the brand, creating shared success grounded in respect, craftsmanship and care.
Wellness doesn’t have to be complicated
In a world overflowing with health advice and wellness trends, Catalina hopes Match’D offers something much simpler.
“A phrase I always come back to is, ‘Wellness isn’t just about what you put in your body — it’s about the state your body is in while you’re living.'”
Rather than becoming another item on an endless wellness checklist, she hopes Match’D becomes an approachable daily ritual that gently shifts someone’s mindset from the very first scoop of matcha powder to the final sip. “I want Match’D to soothe and elevate the state of people’s mind and body.”
Building a brand without burning out
Building Match’D alongside a career in modelling and content creation comes down to structure. Catalina plans her week with dedicated days for each part of her career, while protecting time for Pilates, tennis, reading and the people closest to her.
“Working smarter, not harder” has become the philosophy that underpins both her business and her lifestyle. It’s an approach that has shaped one of the biggest lessons she’s learnt since launching Match’D in 2024. “Keeping yourself busy 24/7 isn’t an indicator of success, and it isn’t sustainable,” she says.
“Being able to prioritise what tasks to do, what to delegate and having systems in place is what creates sustainable, intentional growth.” She pauses before adding one final thought. “If you don’t know which direction you’re going, it doesn’t matter how fast you’re travelling.”
Beyond the cup
As Match’D continues to grow, Catalina has no plans to slow down. New custom matcha kits, handcrafted ceramics and tumblers are on the horizon, alongside one-of-one ceramic pieces designed to bring an elevated, perfectly imperfect aesthetic to the brand. Match’D is also expanding into new stockists across Brisbane, the Gold Coast and the Sunshine Coast, with community events planned throughout the year.
Away from the business, Catalina hopes to reconnect with her own creativity by learning pottery and eventually creating many of the bespoke ceramics herself.
She also hopes to change one misconception that still surrounds matcha. “If your matcha tastes grassy, overly sweet or fishy, it’s probably low quality,” she says. For Catalina, that’s exactly what Match’D exists to change. Because while more Australians may be replacing their morning coffee with matcha, she believes the real transformation isn’t what’s in the cup. It’s creating a daily ritual that encourages people to slow down, be present and start every day with intention.
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