Matcha and boba are out? Google reveals what these Indian cities are obsessed with

Matcha this, matcha that. Matcha in our cups, matcha in our desserts, matcha on our Instagram feeds. At this point, this viral beverage is not just a drink anymore.

And that's the cycle of viral drinks. Someone discovers something, it makes its way onto social media and suddenly everyone wants to try it, photograph it, make it at home or find a version of it that is somehow even more Instagrammable. There was boba, with its chewy pearls, colourful cups and endless flavour combinations. It wasn't just something to drink; it became something to be seen drinking.

Then came matcha, and, of course, has had quite the run. From chocolates to protein bars, perfumes to skincare. It's almost like the status quo. Not only did searches for “how to make matcha” surge by 1,300 per cent, according to a new Google Trends report, but other breakout searches like “matcha whisk” and “matcha bowl” also peaked in August 2026.

So, maybe the matcha game is not over just yet, but competition is lining up.

According to the Google data, two lesser-known drinks are brewing their own moment in India. One is vivid purple, the other is deep, roasted and decidedly less grassy than the green drink we've all become familiar with.

If you're a matcha girlie, chances are you've already heard of their names: Ube and Hojicha.

And if you haven't, well, this might be your introduction.

India's new drink obsession

Ube (pronounced oo-bay) is a naturally purple sweet yam from the Philippines, known for its vivid violet colour and mildly sweet flavour. It has increasingly found its way into lattes, desserts and matcha blends too. Search interest for ube in India climbed steadily over the past year, hitting an all-time high in August 2026.

The experimentation is visible in what people are searching for too, with “ube matcha” and “ube coconut” emerging as breakout searches, while interest in “ube latte” and “ube cafe” continues to grow.

One interesting data point in the report is about where the ube curiosity is brewing the most. Telangana is leading India’s search for ube!

Coming to Hojicha, it's a Japanese green tea made by roasting the leaves. It has a deeper, toastier and less grassy flavour than matcha, making it an appealing alternative for those looking beyond the familiar green tea. Data shows that curiosity has remained strong through August 2026 as well.

Meanwhile, Delhi is driving interest in Hojicha, even as the matcha wave continues across the capital, Goa and Chandigarh.

The matcha love affair isn’t over yet, but perhaps it’s time to see what else is match(a)-ing your mood.