The Hustle Daily Show Matcha is deliriously popular. So how come no one wants to produce it?
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Jun 26, 2025 Matcha has skyrocketed in popularity, becoming a favorite beverage in cafes and all over social media. However, its popularity clashes with supply chain issues and declining tea farms, making good matcha surprisingly scarce. As the beverage gains traction for its health benefits and aesthetic appeal, the hosts discuss the chaotic matcha market where rising demand meets outdated production practices. Additionally, the conversation touches on Bumble's layoffs and Carnival Cruise's impressive gains.
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Why Matcha Became Popular
- Matcha is a finely ground green tea powder grown mainly in Japan under shade to develop unique flavor and nutrients.
- Its vibrant color and health benefits fueled its rise, making it a popular social media and beverage trend.
Matcha Supply Chain Struggles
- Matcha's soaring global demand clashes with a supply chain of mainly small, family-run farms and artisans unprepared for scale.
- Aging farmers and labor-intensive, slow grinding while fragile packaging add to bottlenecks and rising costs.