Challenging Stereotypes Through Cultural Exports

Once difficult to find outside of Japan, the green tea has made it onto the menus of major coffee chains.

The matcha tea industry is projected to reach US$5bn in revenue by 2031.

We look at the role TikTok, celebrity and wellness endorsements have played, and ask whether the matcha we drink in the west is healthy.

Plus we hear from producers who say the industry needs regulation.

Presented and produced by Megan Lawton

(Image: Matcha tea in a cup. Credit: Getty Images)