Global thirst for matcha strains Japan's green tea industry
In-depth News Features | NHK WORLD-JAPAN News
July 2, 20254m 19s
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Show Notes
Matcha can do it all: Fixture of the Japanese tea ceremony, beverage of choice for social media's hip young things, and a mainstay in cafes the world over. But the boom is not without its challenges. Japan's farmers are struggling to meet demand while maintaining the standards and traditions that give the green powder it’s unquestionable allure.