Salma Qotrunada Agtari Khairunissa

Salma Qotrunada Agtari Khairunissa
Research Departments・Position
Political & Economic Coexistence
Short-term International Student
Area
Cultural Anthropology, Consumption, Contemporary Lifestyles, Anthropology of Food
Research Interests / Keywords
Culture, Consumption, Lifestyles
Contact
salmaqak@gmail.com

Salma Qotrunada Agtari Khairunissa

Exploring Authentic Consumption Experience in the Development of Contemporary Matcha Culture

I'm a sixth-semester undergraduate student majoring in Cultural Anthropology at the University of Gajah Mada, Indonesia. My main research interest is the consumers’ lifestyle from the anthropological perspective, focusing on matcha. Matcha is finely ground tea powder of specially grown and processed green tea leaves. It is a key component of Japanese tea ceremonies. The consumption of matcha tea is no longer limited to tea ceremonies, however, and it has now been consumed globally in various ways. A lot of matcha cafes are visible in major cities in the world. With this transformation, the value and meaning attached to matcha consumption has also changed significantly. The research during my stay in CSEAS is to analyze the transformation of matcha consumption style and its impact on society through participant observation and in-depth interviews. Together with this, the study will explore the allure, meaning, and purpose of matcha consumption in a contemporary sense.