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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Quick takeaways
- Matcha's global rise is driven by social media and celebrity endorsements, significantly shaping cultural perceptions and consumer interest across demographics.
- There are concerns about the authenticity and quality of matcha in commercial products, emphasizing the need for consumers to prioritize pure matcha for health benefits.
Deep dives
The Rise of Matcha and Its Cultural Impact
Matcha, once an exclusive staple of Japanese tea ceremonies, has now gained global popularity, significantly influenced by social media and celebrity endorsements. The projected value of the matcha market is expected to increase from $2.3 billion to $2.9 billion by 2029, showcasing its rising significance, especially among younger consumers seeking healthier beverage alternatives. As matcha's appeal expands, it has also led to a broader acceptance and celebration of East Asian cultures in Western societies, reflecting a shift from stigma to trendiness. This journey from a localized tradition to a global phenomenon emphasizes how cultural products can reshape perceptions and create lucrative markets.
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