Matcha Trends in Australia : Bottomless Matcha in Sydney

After completing my MBA at Doshisha University in Kyoto, I was offered a marketing role with a matcha brand based in Uji. I’m currently awaiting a change in my visa status from a designated activities visa (for job hunting) to a working visa. In the meantime, I’m exploring various marketing trends overseas. One trend that caught my eye on TikTok was various groups of ladies going for a Bottomless Matcha at Ruma Dining in Double Bay Sydney.

Bottomless Brunch in Australia

All-you-can-eat food or drinks, more popularly referred to as bottomless brunch, has been a staple within the Australian foodie culture over the last few years. Interestingly enough a (paywalled) article by the Daily Telegraph in 2023 talks about how bottomless brunches have interrupted the dating scene in Australia because ladies prefer to dine at places that have cost-effective dining packages during the day rather than at night. These cost-effective packages can range anywhere between $ 50 AUD pp to $100+ and usually include a course meal or a main food option with all-you-can-drink alcohol (such as spritz, mulled wine, prosecco, or wine).

In Australia, the trend of bottomless brunch surged in popularity after COVID-19 restrictions were lifted, driven by a growing demand for experiential dining, part of the “experience economy” where social media sharing is almost expected. Traditionally more popular with women, bottomless brunches are now attracting more men, creating a mixed demographic that marketers should watch closely.  

Although bottomless brunches usually feature alcohol as the drink of choice, some high tea venues, like Mary Eats Cake in Melbourne and Biviano’s Restaurant Dural in Sydney, offer unlimited tea as a refreshing alternative. Additionally, as the younger generation is moving away from alcohol some venues do provide non-alcoholic bottomless brunches upon request.

The growing matcha trend

This brings us to the rising star—Bottomless Matcha. While matcha has been steadily gaining popularity, last year saw a sudden surge in its global appeal. During my Christmas and New Year’s break in Sydney, I was surprised to see so many inner-city cafes serving matcha, especially strawberry matcha. Much like in the U.S., it has become the new “It” drink symbolizing both status and aesthetics, particularly among women with the label, “matcha girlies” trending across social media.

Despite the “matcha girlies” label remaining more popular, I’ve noticed a growing trend of men creating content about matcha, proving that it’s not just a girly drink! Gym bros and corporate dudes can also enjoy matcha!

Bottomless Matcha in Sydney

With it being popular with the “girlies” demographic it shouldn’t be a surprise that a cafe realised a potential bottomless idea to go with it.
In February 2025, Ruma announced on their Instagram that they would be having an all-you-can-drink matcha menu option for $50AUD per person. Although there is not much information on their Instagram about it, the Urbanlist details that it includes unlimited cloud coconut matcha, iced strawberry matcha, and classic matcha lattes. 

In a video by a Sydney-based Instagram influencer emilyql we are told that the bottomless matcha lasts an hour and a half and includes a turkish breakfast and pastries but can be upgraded to have alcoholic drinks, including matcha martinis (matchatinis) for $80 AUD p.p.

I cannot comment on the quality (because I live in Kyoto) but the few people I’ve seen talk about it on Instagram and TikTok seem to be happy with this bottomless concept.  I do think that other cafes in Australia may start doing this too.

How about Bottomless Coffee…?

While I think combining these trends is a smart idea, I wonder about the caffeine intake that comes with it. Matcha can have more caffeine than black tea or coffee, depending on the type of tea and how it’s brewed. It made me curious, are there any “bottomless coffee” or “all-you-can-drink coffee” options in Sydney? As I suspected, there aren’t, which is amusing considering how strong the coffee culture is in Australia.

However, I did find that there is a cafe serving $2 coffee in Sydney at Genovese Coffee House in Alexandra which is very cheap considering that most are usually over $5 now. With that price, you could easily get a lot of value by drinking multiple cups of it for an hour and a half.
But who knows maybe someone will come up with a bottomless coffee in Australia soon.

Can I find a bottomless matcha in Japan?

I don’t really think it will come to Japan anytime soon though… that being said I did find one place in Tokyo, Green Tea Restaurant 1899, which has a beer garden during the summer that includes all-you-can-drink matcha, although the main focus of this menu is the all-you-can-drink matcha beer, cocktails, and mocktails. It is priced at 3500 yen (23USD or 37AUD) and lasts two hours. However, it is limited to the summer season (in 2024 it lasted from June 1 to September 30).