As it turns out, matcha isn’t just reserved for a daily caffeine fix—the best matcha perfumes are trending too. In recent years, the broader matcha craze has swept much of the Western world—despite ...

Matcha latte next to matcha powder with a bamboo whisk on a wooden background - Montri13rd/Getty Images We may receive a commission on purchases made from links. Buying matcha at the store can be hit ...

Once regarded in Western countries as little more than a traditional Japanese ceremonial drink, matcha has become a mainstream staple. It now appears everywhere from coffee shop menus and smoothie ...

Once a niche order at specialty cafes, matcha is now firmly in the mainstream—and demand for the drink is showing no signs of slowing down. Along with permanent storefronts, pop-up cafes with ...

Headline: Matcha quality decline: Is it a ‘victim of its own success’? Matcha has taken the world by storm. The green flavour has, in a short time, gone from relative obscurity to omnipresence.

So many Americans start their day with a cup (or two) of coffee. Yet as popular as Java is in the U.S., other parts of the world tend to favor other sources of caffeine. Matcha, for example, which ...

Before matcha's recent surge in popularity on social media, bartenders rarely considered whisking green tea into the mixed drinks they were making. Rensel Cabrera, bar director at The Sylvester in ...

Once consumed mainly in small, formal tea ceremonies, matcha is now mixed into fruity lattes and preyed on by counterfeiters. Can it survive its own popularity? “It’s like the Wild West,” one tea ...

The health benefits of matcha are vast—and have been celebrated for quite a long time. Though the green-hued drink has been gaining significant attention lately. But I’ll admit, I haven’t exactly ...

Matcha is booming globally, but Western commercialization is blurring cultural lines, raising questions about authenticity and sustainability. Unsplash+ The majority of the Western matcha branding is ...

The ongoing Japanese matcha shortage has not been an issue in my home. Not because I don’t like matcha, but because I’ve been enjoying Korean matcha from Jeju instead. In addition to being more ...