Aussie social media influencers jumping on the trend of launching their own matcha brands has led to backlash over "cultural appropriation".

Matcha, the finely ground powder of green tea processed from shade-grown tea leaves, originated in Asia before spreading to Aussie shores.

It has since been featured on cocktail bar menus, as well as in cafes, where it has become a popular alternative to caffeinated beverages.

Instagram feeds and the TikTok algorithms regularly showcase the green powder, with matcha flavoured mochi and soba noodles fueling the craze.

Influencers Cartia Mallan, Sophie Jayne Miller and Monique Riley are among those who have launched their own versions of the powder.

However, not everyone is convinced Cartia's Melo Matcha, Sophie Jayne's Matcha Lane and Monique's Mr

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