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Matcha is widely used in both traditional Japanese and modern Western foods. In Japan, it's added to sweets like castella, manjū, monaka, shaved ice, and used as a seasoning (matcha-jio) for tempura. It's also popular in Western-style treats like cakes, cookies, cheesecake, ice cream, and snacks like matcha-flavored Pocky and Kit Kat. Matcha is even blended into teas like matcha-iri genmaicha.

In North America, matcha has gained popularity in cafés like Starbucks, which offer matcha lattes, smoothies, and other drinks. This trend is fueled by interest in healthier, lower-caffeine alternatives to coffee.