Are Gen Z men drinking matcha for clout? It’s no secret that matcha has been having a moment with Gen Z. But some are now calling it “performative” when young men order one—saying they seem to like trendy things only to impress young women. Trends like matcha, tote bags, indie music, and reading in public are typically first popularized by girls, so when boys get into them, people online joke that they’re faking it for attention. The whole idea of being “performative” in their look / hobbies started as a serious talk about fake activism—like when a man’s aesthetic doesn’t appear to align with his political beliefs—but has now turned into a meme. And as matcha gets more popular and even harder to find, some fans are finding more reasons to be annoyed that their favorite drink is a trend. (Daily Dot)
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