A new wave of community engagement is brewing in Palm Desert, thanks to Buena Matcha, the desert’s first-ever matcha bar. Nestled in the heart of El Paseo Drive, Buena Matcha is more than just a trendy café—it’s become a hub for the younger generation and a showcase for the power of social media marketing.
NBC Palm Springs contributor Amaya D’Souza, a junior at Palm Desert High School, shared her excitement about the new business. “Since it opened last Saturday, Buena Matcha has developed such a large community, especially among students,” she explained. “My friends and I usually head to Starbucks on our late start Wednesdays, but this time, we went to Buena Matcha instead. It was amazing to see so many classmates there.”
The café’s rapid popularity can be traced to its savvy use of platforms like TikTok and Instagram. “I first heard about it from my TikTok For You page, and then friends were sharing it in our group chats,” Amaya said. “Even my mom sent me a video on Instagram Reels. It’s a reminder that social media is one of the biggest ways businesses can advertise these days.”
Amaya also reflected on the generational divide in social media use. “A lot of older people—like our grandparents—aren’t on TikTok or Instagram, so they don’t see what we see. But I think they should get more involved, because technology and social media are here to stay. We have to adapt to it, just like with AI and everything else,” she said.
Of course, a lighthearted warning was offered for older generations tempted by the latest trends: “Be careful with TikTok,” Amaya joked. “If you start dancing, you might break a hip!”
With Buena Matcha’s success highlighting the importance of social media for small businesses, this café is not just serving drinks—it’s cultivating a thriving, youthful community right in Palm Desert.
Explore: NBCPalmSprings.com, where we are connecting the Valley.
By: Fred Roggin
May 31, 2025
