Kombucha still gets the occasional "how is it different from konbucha (kelp tea)?" in Japan. Look at the wider world, though, and it's a huge drinks market worth billions of dollars. And its history, though accounts vary, is said to reach back more than 2,000 years to China.
How this fermented tea, having traveled the world, is drunk in Vietnam today — and why it never quite caught on in Japan. The answer lies in the path kombucha has taken.
This article takes a broad look at where kombucha was born, how it spread around the world, and how it's drunk today across the United States, Europe, and Asia.Vietnamese kombucha, you also start to see where it fits within this larger trend.
What kombucha is in the first place
Kombucha is generally a lightly sparkling drink made by fermenting sweetened tea (usually black tea) with a SCOBY (a symbiotic culture of bacteria and yeast). Some versions use green tea or other sweeteners, and the range of recipes is wide.
During fermentation, the sweetness turns into acidity, fizz and a faint savoriness, giving it a distinctive, lightly sweet-and-sour taste. The alcohol content ranges by product from nearly zero to around 1%. Worldwide, on the back of growing health consciousness, it's a drink often placed in a wellness context, as an alternative to water or soda.
How it's made — SCOBY and a two-stage fermentation
The method is simple, but two stages of fermentation are happening inside. When you add a SCOBY to sweetened tea, yeast first converts the sugar into alcohol, and then acetic acid bacteria convert that alcohol into acetic acid. Through this two-step process, sweet tea transforms into a drink with a tart, fizzy character.
Fermentation takes roughly 7–14 days at room temperature. During this time, many products come to contain organic acids, enzymes, B vitamins, and fermentation-derived microbes. Add fruit or herbs to the finished base and let it ferment a second time, and you get flavored, fizzy kombucha.
SCOBY stands for "Symbiotic Culture Of Bacteria and Yeast." It looks like a jiggly, translucent film, and the ”mushroom” in the name it once went by in Japan — "black tea mushroom" — refers to this mass.
It used to be common to get a SCOBY from a neighbor or friend and grow it at home. In Russia, and in Japan's "black-tea mushroom" boom alike, it spread from person to person as people divided and shared the culture. Buying a branded product is the norm now, but that origin ── a fermented drink grown at home ── is one of kombucha's homespun charms.
Origins — from China 2,000 years ago
The most commonly told origin of kombucha places it in northeastern China around 220 BC (the region once called Manchuria). It's said that a drink of sweetened, fermented tea was already enjoyed then. That said, no firm written records survive, and much of it stays in the realm of “so the story goes.”
A frequently cited origin story for the name is the tale of a Korean-peninsula physician called "Dr. Kombu," who is said to have presented this fermented tea to a Japanese emperor. However, this is regarded as a popular myth, and there's no confirmed evidence that kombucha was drunk in Korea or Japan before the latter half of the 20th century.
In China, kombucha was long sometimes spoken of as an "elixir of immortality." That said, much of this lore is later embellishment, not something backed by science. Even so, the simple image of "a drink that's good for you" has carried across two thousand years into today's boom.
What's certain is that by the early 20th century (before 1910) it had reached Russia. There, people called the kombucha culture "чайный гриб" (chainiy grib, or "tea mushroom"), and a culture of growing and drinking it at home took root. From here it spread into Europe.
From Russia, it's said to have spread to Germany and the rest of Europe along with the movement of people during the two World Wars. That so many names across countries and languages ── "black-tea mushroom," "tea mushroom" ── liken the culture to a ”mushroom” speaks to its being a drink grown at home by dividing the culture.
The names reveal how each place received it. In Russia it's the "tea mushroom," in German too "Teepilz" (tea mushroom), and in English-speaking countries “tea mushroom” — many countries liken the culture to a mushroom from how it looks. Japan's own "kōcha kinoko" (black-tea mushroom) was a name in this same lineage.
The path to spreading worldwide
Born in East Asia, kombucha traveled via Russia to Europe, and then to the United States at the end of the 20th century. The direct starting point of today's global boom lies in this arrival in America.
The spark was "GT’s," the brand GT Dave began bottling at home in 1995 (incorporated as parent company GT’s Living Foods in 2018). Having started brewing kombucha after his mother's battle with illness, his brand eventually grew into America's largest kombucha maker. Boosted by health-consciousness and celebrity culture, kombucha went mainstream all at once from the 2000s on.
In short, a traditional Eastern fermented tea was re-polished in America into a "stylish health drink," and from there re-exported to the world.
Growth in the United States was explosive, especially entering the 2010s. Distribution widened from organic and natural-foods supermarkets to mainstream mass retailers, and bottled kombucha became a symbol of the health-conscious lifestyle. This wave spread on to Europe and Asia one after another.
Kombucha around the world, region by region
Kombucha is now drunk all over the world, but how it spread and where it fits vary a little from region to region. Let's look at the main ones.
The United States ── the world's largest market
Kombucha is most firmly established in the United States. It's the world's largest market by country, and one study (Grand View Research) puts the U.S. market alone at about 1.6 billion dollars in 2024, with North America as a whole accounting for a little over 40% of the global market (about 44% in 2024) — figures vary by research firm.
Rows of bottled kombucha on supermarket beverage shelves are an everyday sight now. There are many brands, GT’s among them, with a wide range of flavors. A new genre called "hard kombucha," with a boosted alcohol content, has also emerged and is growing in a spot close to beer and chuhai.
Today it's a given not only at organic supermarkets but on the shelves of mainstream retailers and convenience stores and on café menus. In the United States, kombucha has fully entered daily life, going from a "special health drink" to "a drink you'd expect to find on the shelf."
GT Dave of GT’s Living Foods, who opened up this American market, grew kombucha-making he'd started in his bedroom into a company estimated at close to a billion dollars. Still the sole owner with no outside capital, and said to hold about 40% of the market, he's an iconic figure in the kombucha world.
The market's expansion moved big beverage makers, too. PepsiCo acquired the fermented probiotic drink KeVita in 2016 (reported at about 200 million dollars, building on a 2013 minority stake), and Molson Coors brought Clearly Kombucha under its wing in 2018. Coca-Cola also invested in Health-Ade, a brand that was sold in 2025 to another company (Generous Brands) (the price was undisclosed, put at around 500 million dollars in U.S. reports). Major players pouring in capital one after another shows how kombucha went from a niche health drink to one of the beverage industry's main battlegrounds.
Europe ── the fertile ground of a fermentation culture
Europe is the second-largest market after North America. Its share of the global market varies by estimate (roughly 20–30% depending on the study), but either way it's one of the major markets. Germany, the UK, and France are at its center, and Germany in particular is known for high per-capita consumption.
Behind this is a tradition of fermented foods like sauerkraut and kefir. Because the sense that "fermented equals good for the gut" was already ingrained, there was fertile ground for kombucha to be accepted. Britain, too, has many homegrown brands and is one of the countries with a rich kombucha culture.
By one directory's count, the UK has over 100 brands and Germany several dozen, a sign of how deep the market runs.
Japan — the "black-tea mushroom" that once faded away
Japan, in fact, had its own kombucha boom. In the 1970s it swept the country under the name “kocha kinoko” (black-tea mushroom). Sparked by a 1974 health book that became a bestseller, it took off in the mid-1970s, with many households home-culturing it from a starter shared by a neighbor.
As it turned out, this boom didn't last. It was hard to manage at home, problems with taste and hygiene were pointed out, and by the end of the 1970s it shrank rapidly. The confusing similarity of the name to "konbucha" (kelp tea) may also have held back its take-up.
Later, from around 2016, it drew attention again as the "KOMBUCHA" American celebrities drink, and imported and domestic products gradually began to sell. Still, it hasn't yet spread to the point of being an "everyday bottle" the way it is in Vietnam or the U.S.
These days, imported and domestic kombucha line the shelves at places like Costco, and specialty shops and craft brands are gradually increasing. That said, the confusion with the name "kombucha" (kelp tea) and its stiff image as a "health food" do seem to be walls holding it back from spreading as an everyday drink.
China ── a ”homecoming” to the birthplace
In China, said to be kombucha's birthplace, it was long seen as a home-brewed fermented tea. Now, though, the branded kombucha of the West is being re-imported, and it's drawing fresh attention, especially among younger people in the cities. There's a nice irony in the country of origin receiving, as something new, a kombucha that has traveled all the way around the world.
Korea and the rest of Asia — a wellness wave
In South Korea, kombucha (콤부차) is gaining popularity amid a rising interest in dieting and wellness. There's strong interest in sugar-free and detox-oriented drinks, and it's embraced as a clean, natural beverage.
Asia already has deep-rooted cultures of fermentation and tea — miso, kimchi, green tea — so a low resistance to fermented drinks works in its favor. In Australia and China too, more people are choosing kombucha in place of sugary soda.
In South Korea especially, its popularity as a diet drink stands out. Low in calories and refreshingly fizzy, it's chosen as a replacement for sweet drinks and is now widely stocked at convenience stores and cafés. It's a drink often discussed in the context of K-beauty and wellness.
Vietnam ── a latecomer, yet evolving in its own way
And then there's Vietnam. A latecomer to the boom, but it has spread fast with its own twists — the homegrown Star Kombucha, Junbucha (Necta) brewed with green tea and honey, the entry of the giant Vinamilk, and even a drink made with the whey from Pizza 4P’s. For more,The complete guide to kombucha in Vietnam.
In a country of coffee and beer, a fermented drink is casually enjoyed as “a bottle on the side with a meal.” The speed and ease of this taking hold is very much fast-changing Vietnam. For meals on your travels,A guide to Vietnamese foodEnjoy it together with these.
Kombucha around the world at a glance
Here's a quick summary of the regional characteristics so far.
| Region | Positioning and characteristics |
|---|---|
| United States | The world's largest market. A supermarket staple. Hard kombucha is growing too |
| Europe | The largest market after North America (an estimated 20–30%). Germany leads per capita. A fermented-food culture provides the soil |
| Japan | A “kocha kinoko” boom in the 1970s, then decline. Renewed attention from around 2016 |
| South Korea | Popular on a diet and wellness trend. As sugar-free and natural |
| Vietnam | A latecomer, but evolving in its own way with things like Junbucha and whey use. Catching on fast |
| Australia, China, and others | Demand is growing as a soda alternative |
Why has it spread this far?
There's no single reason a humble Eastern fermented tea became a global drink. Several currents overlapped to create the spread we see now.
- A health and wellness image：Because it contains fermentation-derived microbes and organic acids, it's increasingly chosen for its image as "a drink that's kind to your body" (evidence of effects in humans is limited, and how it feels varies from person to person)
- A stand-in for sweet soda: For those cutting back on sugary sodas, its balanced sweet-tartness and fizz became just the right substitute
- The move toward drinking less alcohol: the “sober-curious” value of deliberately cutting back on alcohol has spread, and it's taken hold as a more alcohol-free option
- The evolution of flavors：A wide range of flavors using fruit, herbs, and flowers has lifted its pure appeal as a drink
It's not just "said to be good for you" anymore — it has reached the point of being "simply tasty and easy to reach for." That, I think, is the decisive factor behind how far it has spread.
Trends happening around the world now
コンブチャ市場は、世界全体でいまも成長を続けています。ある調査（Grand View Research）では、世界市場は2033年ごろに約90億ドル規模へ、年平均7%台で伸びると見込まれています（市場規模や成長率の数値は調査会社によって差があります）。この成長を支えているのが、次のようなトレンドです。
The rise of hard kombucha (with alcohol)
"Hard kombucha," which pushes the fermentation further to raise the alcohol content, is growing especially fast in the United States. Positioned close to beer and chuhai, it appeals to people who are health-conscious but still want to enjoy alcohol. Being low-sugar and functional, it also differentiates itself from existing alcoholic drinks.
When it comes to fermentation,Craft beer, and it's a drink that sits on a continuum with them. In Vietnam too — as with the "whey stout" that Pizza 4P’s made together with a craft brewery — the boundaries between fermented drinks are becoming looser.
Diversifying flavors and "Jun"
Once a plain fermented tea, kombucha now comes as a matter of course in a wide range of flavors combining fruit, herbs, flowers and spices. Spin-offs that change the recipe itself have appeared too, like "Jun (Junbucha)," brewed with green tea and honey.
Taking hold as a non-alcoholic, functional drink
Against the backdrop of the "sober curious" movement of deliberately cutting back on alcohol and a rising interest in gut health, kombucha is increasingly chosen as a "substitute for sweet soda" or a "substitute for alcohol." The steady stream of major beverage makers entering the space reflects how this market is expanding.
A shift to canned, low-sugar, "clean label" products
How it looks on the shelf has changed, too. Bottles used to be the norm, but easy-to-carry cans are increasing, bringing it closer to an everyday drink. "Clean label" products with simple ingredients and low-sugar types are also popular, evolving toward "healthy yet casual."
Rapid growth in Asia
By growth in the number of brands, Asia has the most momentum right now. In Japan, Korea, Vietnam and other places with deep-rooted cultures of fermentation and tea, homegrown brands are appearing one after another. The kombucha established in the West is "coming home" to Asia, its origin, and changing into flavors particular to each place.Matchaand it's entering an interesting phase that overlaps with green-tea culture, too.
Kinds and variations of kombucha
As it spread worldwide, kombucha spawned several spin-offs. Here are the notable ones, for reference when you come across them on a trip or in a store.
| Type | Characteristics |
|---|---|
| Standard kombucha | A lightly sparkling drink made by fermenting black tea (or green tea) plus sugar with a SCOBY |
| Jun（Junbucha） | A style brewed with green tea and honey. Mellower, and sometimes called "the champagne of kombucha" |
| Hard kombucha | A type with a raised alcohol content. Positioned close to beer and chuhai |
| Variations | A cup that makes use of local ingredients and by-products, such as whey and cacao |
Common misconceptions about kombucha
As it has spread, kombucha has picked up a few misconceptions along the way. Here we sort out the common ones.
- It's not “kombu-cha” (kelp tea): Confusing in Japanese, but it's an entirely different thing from kelp tea. It's a drink made by fermenting tea
- It's not a cure-all: It has a strong healthy image, but the scientific evidence for health effects in humans is still limited and research is ongoing. It's not the kind of thing that cures anything when you drink it — the right approach is to enjoy it simply as one of many fermented drinks
- Not necessarily "completely alcohol-free": As a fermented drink, some products contain a trace of alcohol. If you want zero alcohol, check the label
Fermented drinks similar to kombucha
Around the world there are several "fermented drinks" akin to kombucha. So you can tell them apart when you meet them on your travels, here are some of the most representative ones.
| Drinks | Contents and characteristics |
|---|---|
| Kombucha | Tea and sugar fermented with a SCOBY. Lightly sparkling, sweet and sour |
| Jun（Junbucha） | A close cousin of kombucha, brewed with green tea and honey. Mellower |
| Kefir | A yogurt-like drink made by fermenting milk and the like. Originating in Eastern Europe and the Caucasus |
| Water kefir | A dairy-free fizzy drink made by fermenting sugar water with "kefir grains" |
| Tepache | A lightly fermented Mexican drink made from pineapple peels and the like |
| Hard kombucha | Kombucha fermented further to raise the alcohol |
Laid out side by side, kombucha clearly stands as the leading “tea-based fermented drink.” Within the big family of the world's fermented beverages, it's the member with the most momentum right now.
Frequently asked questions
- Which country is kombucha originally from?
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Accounts differ, but its origin is often said to be northeastern China (the former Manchuria) around 220 BC. From there it spread through Russia to Europe, and to America at the end of the 20th century.
- Are kombucha and Japan's "kombucha" (kelp tea) the same thing?
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They're different things. Kombu-cha (kelp tea) is kelp steeped in hot water, while kombucha is a fermented sweetened-tea drink. In Japan it caught on in the 1970s under the name "black-tea mushroom."
- Which country drinks the most kombucha?
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The United States is the world's largest market. North America alone is said to account for roughly 40% of the global market (about 44% in 2024), with many brands lining supermarket beverage shelves.
- What is hard kombucha?
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Kombucha fermented further to raise its alcohol content. Positioned close to beer or chuhai, it's growing fast especially in the U.S.
- Where does Vietnam's kombucha stand in the world?
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A latecomer, but evolving in its own way ── Junbucha made with green tea and honey, the entry of the major Vinamilk, whey-based twists. How quickly it's taken hold stands out too.
- Can you make kombucha at home?
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You can make it with a SCOBY and sweet tea, but managing stray bacteria and balancing acid and sugar is tricky, and it doesn't always work out. That was one reason Japan's 1970s boom faded. Starting with a store-bought product is the easy way in.
- When is the best time to drink kombucha?
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There are no rules. Have it whenever you like — with a meal, when you're thirsty, or in place of alcohol. Well chilled, the light fizz feels most refreshing.
- Can I drink it while pregnant or when I'm not feeling well?
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Because some unpasteurized products contain trace amounts of alcohol, if that concerns you, it's safest to avoid them or consult a doctor. You can also choose products labeled pasteurized or alcohol-free.
What to know when you drink it
It's an easygoing drink to enjoy, but there are a few points worth knowing for peace of mind.
- The sugar content varies by product：Sweetness varies by brand and flavor. If you're watching sugar, check for products labeled sugar-free or low-sugar, and read the label
- Unpasteurized types need refrigeration: Unpasteurized products with live cultures should be kept refrigerated and drunk sooner rather than later
- Don't overdo it: it's a tart fermented drink, so start with a moderate amount to suit your condition and taste
- Check the alcohol labeling：Some products contain a trace of alcohol. Before driving, or when you want to avoid alcohol, checking the label is reassuring
The future of kombucha
The market is still expected to grow, and it's branching out in ever more directions. Hard kombucha for those who enjoy alcohol, Jun made with green tea and honey, twists using local ingredients. The ways to drink it keep multiplying.
At the same time, two currents are running in parallel. One is the "available everywhere" mass-market push driven by big players entering the field. The other is the "only-here" individuality that small brands pursue. It somewhat resembles the path wine and craft beer took.
In that sense, emerging markets putting forward their own character may be a preview of where kombucha gets interesting from here. Vietnam is one good example.
Summary: a 2,000-year journey, in its present form
Born in China before the common era, carried through Russia and Europe, polished in late-20th-century America into a "stylish health drink," and from there out into the world. In Japan it once faded, and now it's quietly coming back. Kombucha's 2,000-year journey is like a miniature of "how a single fermented drink spreads across the world."
Within this larger trend, Vietnam — a latecomer — is showing an evolution all its own.The complete guide to kombucha in Vietnam, and people actually drinking itFrom the editorsRead alongside it, and the appeal of this drink comes into view from both the global and local sides. Thank you for reading to the end.
