Matcha popularity

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Matcha mania turns the green powder into gold
CNBC· 2025-08-31 07:57
A recent surge in matcha's popularity has led to a global matcha shortage, driven by soaring demand and limited production in Japan, where high-quality matcha is grown.TOKYO — When Chitose Nagao retired after nearly three decades in advertising to start a matcha cafe, she never imagined lines would be snaking around her shop before it opened. By midafternoon, the tins of matcha powder on her shelves are sold out, while a steady stream of mostly overseas customers is waiting to try her latest green concoctio ...