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.