Matcha recipe going viral
Justin Schuble posted a simple afternoon matcha pick-me-up using 1 tsp ceremonial-grade matcha (he name-drops a Kiwami blend) and 1/4 cup warm water — a two-step boost you can riff on in under five minutes video. Social posts around the same time also pushed matcha baking — Selefina Spices showed Matcha Madeleines that lean into umami notes, and ANGEL MAY teased a newly reformulated Japanese powder with 'deep umami' after weeks of testing Selefina Madeleines ANGEL MAY powder.
Justin Schuble has 1.1 million followers on his TikTok account, giving his quick recipe reach across a large audience tiktok.com. A matcha clip tied to his account page shows the short how‑to and the upload page recorded 164 likes on that TikTok post capture tiktok.com. The Kiwami name he referenced corresponds to Matchaful’s “Kiwami” ceremonial product sold on Amazon, which lists preparation details and tasting notes like floral and umami amazon.com. An independent lab report published February 15, 2025 tested a Matchaful Kiwami sample and reported detections of lead, cadmium and arsenic in that analysis tamararubin.com. Selefina Spices publishes recipes and runs an online shop that lists culinary powders (including matcha) and a press kit describing its small‑batch sourcing and recipe content selefina.com. Multiple matcha baking recipes (madeleines among them) have been circulated by baking sites and retailers in the same period, reflecting a wider spike in matcha‑based baking content online justonecookbook.com. Products branded “Angel Matcha” or similar appear on commerce pages and are described with mellow or umami‑forward tasting notes in their listings, including a Shopify product page for Angel Matcha and an Angel‑branded matcha listing on Amazon angelmatcha.myshopify.com. At least one Angel‑named creator account on TikTok shows a six‑figure following (about 113,000 followers on the profile capture) indicating a built‑in audience for product teases and reformulation updates tiktok.com.
