Why US Demand For Japanese Matcha Is Straining The $3.5 Billion Industry | So Expensive
20:25
YouTubeBusiness Insider
Why US Demand For Japanese Matcha Is Straining The $3.5 Billion Industry | So Expensive
Matcha has become one of the most sought-after teas in the world, with the US now importing over 2,000 tons from Japan a year. As more Western consumers demand ceremonial-grade matcha — the highest-quality and most expensive kind — Japanese farmers are struggling to keep up. Extreme weather, aging tea farmers, and labor-intensive production ...
389.1K views2 days ago
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