NEWS SUMMARY
The demand for matcha, powdered green tea leaves, has been growing rapidly. This surge has been driven by social media trends and Japan’s tourist boom, but it is also linked to shrinking supplies caused by heatwaves and the declining number of farmers in Japan. Some shops have been limiting purchases to manage shortages, and experts encourage using lower-grade matcha for cooking and reserving high-grade matcha for drinking.
According to Forbes, the matcha market is expected to reach about $5 billion by 2028, but producers predict that the supply issues will continue.
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