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 ...

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

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

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

One matcha creator called Kithumini, with more than 62,000 followers, said in a video that her physician and her therapist told her to turn off TikTok comments because of all the negativity she ...

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 ...

Matcha is creating a soothing sea of green on TikTok. The trendy and #aesthetic drink is reaching peak popularity on the video platform, with each new video dreamier than the last.

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 ...