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How matcha became global gold | FT #shorts



How matcha became global gold | FT #shorts

Consumer appetite for the finely ground powder has been ignited by matcha lattes, matcha-flavoured KitKats and a range of other sweet treats from ice creams to cookies that use the flavouring. But behind the craze is a brewing problem — there simply isn’t enough supply. You can read the article in full here: https://www.ft.com/content/be14c1f5-c6d4-4583-bf5b-c64d4d76a679

#matcha #japan #matchalatte #greentea #japaneconomy #asia #matchalove #shortsvideo #shortfeed #shorts #shortsviral #shortsyoutube #shortsvideosfreefire

Produced by Paolo Pascual.

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View 5 Comments

5 Comments

  2. @TL-xw6fh on

    China's tea demand is declining very fast. There is simply a glut of chinese tea in China and prices are at rock bottom. Indeed hundreds of thousands of acres of tea farming land has already been dug up for alternative production.

  4. @Citizen-of-theworld on

    Isn’t this just a basic short term economic effect: where the land is appropriate for tea production, more Japanese farmers will switch land use from other low value crops to meet the tea (matcha) demand; bushes only take a couple of years to maturity, so it’s nothing like the olive shortages in Europe where trees take decades to reach mature size.