Spilling the tea on matcha
Business Daily
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The Global Matcha Movement
This chapter examines the transformation of matcha from a traditional Japanese tea to a trendy global sensation. It addresses its rising popularity in Western culture, the impact of celebrity endorsements, and the challenges of distinguishing authentic matcha from processed alternatives. The discussion also emphasizes the importance of quality in the matcha industry and the efforts to regulate and protect both the product and the farmers involved.
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