I’ve liked matcha for years and I’m not stopping because of internet weirdos,” declared one dedicated drinker in the comments ...

Matcha—the finely ground powder of green tea leaves and a popular culinary flavor—is just one interest of many that could ...

A NYC local delve deep into TikTok to uncover the most famous TikTok bites and sips around the city so you don't have to ...

Matcha isn’t just a trendy green swirl in your latte anymore—it’s now a global craving with consequences. In fact, demand for ...

It’s Monday at one p.m. and the bookstore near Ocean Beach is booming with customers. There are elderly folk working through ...

Global supplies of matcha are dwindling, thanks to social media and TikTok videos. Combined with tariffs, prices are rising ...

Many now perform healing using therapy-speak and self-care trends, but true growth is quiet, messy, and embodied—not ...

The powdered Japanese green tea is increasingly hard to find. Experts say its popularity on the internet is straining Japan’s ...

True matcha — capital-M Matcha — is a highly concentrated, antioxidant-rich green tea made through a labor-intensive process ...

Although matcha's global market size is significantly smaller than coffee, its impressive growth rate, social media appeal ...

It is anticipated that the US tariffs on Japanese products might add to the lack of accessibility of matcha, as well. This ...