Too much of a good thing? The matcha fried rice trend takes a turn

Scrolling through social media these days feels like stepping into a digital food festival, one where creativity often walks hand in hand with chaos.

We’ve seen everything from rainbow bagels to charcoal ice cream, but just when you think you’ve seen it all, along comes … matcha fried rice.

But here’s the thing: while matcha lattes are one thing, the internet has now decided to test just how far matcha can go, and matcha fried rice might just be proof that not every food trend is worth trying.

Matcha, the finely ground Japanese green tea powder known for its calming properties and health benefits, is having a moment right now.

From iced lattes and cheesecakes to croissants and even skincare masks, it’s everywhere. But have we finally reached peak matcha?

A recent viral video on Instagram seems to suggest so. Shared by food creator @foodmakescalhappy, the clip shows a home cook whipping up fried rice with a generous spoonful of matcha powder tossed right in.

Alongside usual suspects like soy sauce, garlic, miso, wasabi and eggs, the vibrant green powder turns the dish into something that looks part superfood, part science experiment.

His verdict? Let’s just say the taste didn’t match(a) the hype.

“Matcha fried rice, sigh,” the creator wrote, admitting the flavours just clashed, the cook confessed in the caption. The taste was described as bitter and oddly clashing, proving that not every mash-up is destined to be delicious.

Social media’s obsession with “too much matcha”

It’s easy to laugh this off, but something is fascinating about why so many people, nearly 100 000 viewers and counting, can’t stop watching.

Maybe it’s the colour, maybe it’s the shock factor, or maybe it’s because matcha feels so healthy that even when we go too far, we hope it might still be good for us.

Matcha is popular because it’s rich in antioxidants, especially catechins, which can help protect against cell damage. It’s also been linked to improved heart health and even boosted brain function, according to studies.

But experts also caution: adding it to everything isn’t always a good idea, especially in large amounts. Too much matcha can make foods bitter and can irritate the stomach. Matcha, like other teas, contains caffeine and tannins, which can irritate the stomach lining and increase stomach acid production, especially when consumed on an empty stomach.

Additionally, the high levels of chlorophyll in matcha can have a mild laxative effect, potentially leading to digestive discomfort in sensitive individuals

The comment section: comedy gold, of course, what really makes this trend go viral isn’t the recipe, it’s the reactions. The internet’s sense of humour never disappoints, and the comment section turned into a meme party almost instantly:

“I’ll call the police and ambulance.”

“Not the kind of greens I imagined for rice.”

“This is illegal.”

“Bro, I have the same matcha and was just thinking of cooking this last week.”

It’s part cringe, part community. We watch these strange food trends not because we plan to copy them, but because they give us a moment to laugh, feel connected, and wonder: “Who thought this was a good idea?”

Why we love (and sometimes hate) food fads

Food psychologist Dr Rachel Herz, author of Why You Eat What You Eat, explains why we’re hooked: “Novelty excites our brains. Even if the idea is repulsive, we’re driven by curiosity.”

Social media accelerates this because it rewards what’s weird, colourful and clickable sometimes more than what’s tasty. This trend also plays into what experts call food neophobia and food neophilia, the push and pull between our instinct to avoid unusual foods and our thrill of trying something new.

But is matcha fried rice good for you?

On paper, matcha has plenty of health benefits. However, once you start adding wasabi, miso, garlic and soy sauce, your dish can become a salty, bitter mess. And no number of antioxidants can fully fix that.