The Pumpkin Spice Latte Is Dead: This Asian-Inspired Drink Is Taking Over Fall Flavors

Believe it or not, there is an Asian-inspired beverage that is taking over the PSL's place at the head of the pack. Pumpkin spice has been a pretty big deal ever since Starbucks debuted the first pumpkin spice latte in the fall of 2004. Since then, the flavor has been synonymous with fall and fans wait all year for its limited appearance on menus. In fact, pumpkin spice has been showing up in all kinds of products, from coffee to cottage cheese. But a 2026 Google Trends report showed the PSL dropping in web searches, with the fall favorite leading searches in only three states compared to 32 in 2025 (via The Washington Post). Similarly, the Washington Post also reported on MenuData's findings that showed pumpkin spice drink orders were down 6.9% while matcha drinks were up 6.5%.      

Perhaps it's because, after more than 20 years, the newness of the PSL has worn off, or matcha is becoming more available. Or perhaps it's because matcha is available year-round. Pumpkin spice is seasonal and only available for a limited time each year, which gives alternatives like matcha more opportunity to gain a loyal following. Regardless of the reason, what's clear is that matcha is a rising star in the beverage world that was once dominated by the PSL.  

Matcha has come a long way from its humble beginnings in China and Japan where it was first used in tea ceremonies centuries ago. Made from tea leaves, matcha beverages have a brilliant green hue, wonderful umami flavor, and a lot of reported health benefits. In more recent years, the traditional matcha tea has evolved into the incredibly popular matcha latte, along with, well, matcha everything, from cookies to skincare products. People seem to love the green stuff, and social media has had a lot to do with its rise in global popularity. The internet did what it does best and spread the word about this beautiful and delicious beverage.   

These days you'll find matcha drinks on menus just about everywhere. Whether you are an old hack at drinking matcha or just discovering it for the first time, you'll find the earthy flavor is unique, delicious, and quite versatile. Matcha pairs well with different flavors like banana and lavender. That versatility may just be how pumpkin spice plans to hang on to its relevance and adapt to the burgeoning popularity of matcha. In 2026, Starbucks introduced a new beverage for fall that combines matcha with pumpkin spice, the Iced Pumpkin Cream Matcha. It takes an iced matcha latte and tops it with a pumpkin cream cold foam. Such beverages can be a great way to lean into the flavor of a drink that's been a fall favorite for decades and combine it with another that's taking over that top spot.