How matcha became global gold | FT #shorts

Matchamomania has gone global. Consumer appetite for the finely ground powder has been ignited by matcha lattes, matcha flavored Kit Kats, and a range of other sweet treats from ice creams to cookies that use the flavoring. But behind the craze is a brewing problem.There simply isn't enough supply. Local farmers are struggling to keep up as demand skyrockets and prices sore. Matcha's supply crunch follows an earlier national rice supply crisis and has symbolized Japan's painful return to inflation after thr ...