Matcha latte for the likes: how ‘performative eating’ is changing our relationship with food

Thu, 21 Aug 2025 10:57:56 +1000

Andrew Pam <xanni [at] glasswings.com.au>

Andrew Pam
<https://theconversation.com/matcha-latte-for-the-likes-how-performative-eating-is-changing-our-relationship-with-food-262620>

"Ever ordered a salad on a first date when you really wanted the burger?

Many of us eat differently when we’re around other people, often without
realising it. Our food choices shift depending on who’s at the table, who’s
watching, or who might see our food if it’s shared online.

This isn’t just about manners or appetite. Experts are increasingly interested
in the ways in which meals aren’t just eaten, but are curated. Psychologists
and nutrition researchers call this “performative eating”.

The most recent viral example of this comes from TikTok, in the form of
performative matcha. These videos show young, well-dressed men roaming in
public with a matcha drink in one hand and a novel in the other – ostensibly to
look attractive to women."

Cheers,
       *** Xanni ***
--
mailto:xanni@xanadu.net               Andrew Pam
http://xanadu.com.au/                 Chief Scientist, Xanadu
https://glasswings.com.au/            Partner, Glass Wings
https://sericyb.com.au/               Manager, Serious Cybernetics

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