Inside a matcha rave, where Gen Zers go wild for ice-cold brews, sober partying, and getting home at a reasonable hour

Inside a matcha rave in Singapore, a sober clubbing event where matcha trumped alcohol.Exposure Therapy, Jeegly MediaI attended a matcha rave in Singapore at a nightclub in the middle of the afternoon.High on strawberry matchas, sober clubbers partied hard to remixes of songs by Tyla and Bad Bunny.Most people I spoke to said they wanted to be in bed by 10 p.m.When I heard about a 4 to 8 p.m. matcha party in Singapore, I expected to see millennials dancing in brunch outfits.Instead, I found a packed nightclub, smoke machines, and remixes of Bad Bunny and Tyla songs that were making perfectly sober clubbers go wild at "Matcha Rave," a sober daytime clubbing event organized by Exposure Therapy, a Singaporean events company.The sold-out rave was held in an events space in Singapore's central business district.Aditi BharadeOn Saturday, I attended their second session, a sold-out party at Rasa Space — a bar, restaurant, and nightclub in the city's central business district. Tickets cost 20 Singapore dollars apiece, or about $15.50.It's not that there was no buzz involved: a caffeine high was guaranteed. All 400 attendees could claim one free cup of iced matcha — original or with strawberry jam — made by baristas from Habit, a local salad and matcha eatery.Organizers Harpreet Gill and Shahan Shah Shawn told me that they wanted to create an event where party met wellness, where people could have fun while being sober and get to bed at a reasonable hour.Starting the event off with a strawberry matchaThey had a choice of original or strawberry matcha. I chose the second.Aditi BharadeStepping out of Singapore's 90-degree heat, the iced matcha was a welcome treat. At least 20 people waited to get to the counter.The matcha with strawberry jam was nicely balanced, sweet and bitter, and it went down all too quickly. There was also a bar outside the main party venue, where people could buy other drinks at their own expense.Matcha, made almost exclusively in Japan from green tea leaves, has exploded in popularity globally and become a TikTok obsession.It's so popular that Japanese suppliers are fretting over a shortage. To cope with the overwhelming supply, suppliers have raised prices and set order limits.A long queue for the complimentary matchaThe queue for the complimentary matcha was about 20 people long when I arrived.Aditi BharadeBut there was plenty of matcha at the rave.Gill, the 23-year-old organizer who graduated from Singapore's Nanyang Technological University last year, said she wanted to capitalize on the hype and attract people who love the drink.And it worked. Yuhan Aw, a 21-year-old college student who attended the event with her friends, said she's become obsessed with matcha over the past year.What started with a love of matcha ice cream soon became a lifestyle — she's bought the whisk, bowl, powder, and everything needed to brew her own cups of strawberry and mango matcha drinks.She said that while she enjoyed an occasional night out with drinks, she was happy to try an alternative form of partying.It's not just Singapore. Younger people are drinking less booze.Per a Gallup poll on alcohol consumption trends released on August 13, the number of adults in the US between the ages of 18 to 35 who reported that they drink alcohol fell from 59% in 2023 to 50% in 2025.Party hard, go to sleep earlyA mix of Gen Zers and millennials danced to tunes by Bad Bunny, Tyla, and other artists.Aditi BharadeThe attendees, a mix of Gen Zers and millennials, came ready to rave, dressed in everything from sage green linen to latex bustier tops.They danced to mixes by local DJs — Vijay Singh, Liana Azman, and Shahan, Gill's co-organizer. Shahan, 24, has been working in the Singapore nightlife scene for years, organizing events and DJing.The music was a blend of pop and EDM, and the highlight of the evening for me was a fiery remix of South African singer Tyla's TikTok-famous song from 2024, "Water."A night out in Singapore is costly and taxing, Shahan said. Public transport in the city largely stops after midnight, meaning clubbers need to take a cab home. And the country's alcohol taxes are among the highest in the world.Daytime, sober parties like the matcha rave solved many of those problems."You actually make proper connections and friends this way, compared to when you're drunk," he added. "On top of all that, you're still able to go for dinner after, and be in bed by 10 p.m."Rayve Chai, a 39-year-old analyst who attended the matcha rave, said he wasn't a huge matcha fan. But he said he loves music and used to be a big club lover."Although parties start at 11 p.m., the crowd only comes in at 1 a.m.," Chai said."I want to go to bed early, or else I won't be able to function the next day," he said.Inclusive for those who don't drinkInstead of empty alcoholic drink glasses, empty matcha cups were scattered around tables in the club.Aditi BharadeWhile dancing, I noticed that the tables on the sides of the room were covered with half-drunk, open cups of matcha, which reminded me of bar counters littered with glasses of beer and wine.There was a feeling of trust and safety in the air. Gill said that people under the age of 18 were allowed into the party, albeit with an accompanying adult.Kira, an auditor who attended the party, said she doesn't drink because of her religion. So, while she enjoys music and going out, being sober puts a damper on her night outs."In the club, everyone's drinking and offering you drinks, especially as a girl," the 29-year-old said. "So this event felt a lot safer to me."Alisha Mulani, a 25-year-old who works in public relations, felt the same."The crowd is a bit more tame, relaxed, and safe compared to what I'm used to," she said. "I've had clubbing nights where I have seen people get aggressive."There was also a brightly lit area outside the main party room where people could sit around, lounge, and get some respite from the loud music.I stood corrected — it was a lot more fun than I thought it would beI had a lot more fun than I'd expected to.Aditi BharadeOverall, I had a much better time than I thought I would.Of course, it didn't have the chaos and energy of a rave — there was no mosh pit in sight. Hardcore clubbers might find the event tame.But it was much more happening than I'd expected. And with a strawberry matcha costing upward of SG$7 at cafés in Singapore, the $20 rave ticket with a complimentary matcha was worth it.I left in time for a nice dinner out and was in bed by 10 p.m.Read the original article on Business Insider

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