Business Daily Spilling the tea on matcha
Oct 31, 2024
Susanna Lim, a Professor of Asian Studies at the University of Oregon, discusses the meteoric rise of matcha from a niche Japanese tea to a global sensation. She explores how TikTok and celebrity endorsements have influenced perceptions and consumption in the West. The discussion covers the health benefits of authentic matcha while highlighting the challenges small farmers face due to commercial pressures. Lim also emphasizes the need for quality regulation and how cultural exports are reshaping stereotypes around Asian products.
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Matcha's appeal in Toronto
- Matcha lattes, cookies, and roll cakes are popular in Toronto's Neo Coffee Bar.
- Younger generations are particularly drawn to matcha's unique flavor profile.
Matcha's Origins and Spread
- Matcha originated in Japan, used in ceremonies by monks for focus.
- It spread from Kyushu to Uji, and is now a global phenomenon.
The importance of quality matcha
- Many cafe-goers prioritize milk and sugar over coffee or matcha's true taste.
- This makes it crucial for businesses to highlight quality matcha to showcase its potential.