Why Japan Can't Keep Up With America's Matcha Obsession | So Expensive | Business Insider

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 methods have all contributed to global shortages and record-high prices. Meanwhile, the rise of cafes like Aoko Matcha in New York City and social media trends like #matchatok have fueled even more demand.

00:00 – Intro
01:04 – Matcha’s Classifications
02:28 – Matcha in The US
03:28 – Matcha's Turning Point in the US
06:06 – Aoko Matcha
07:59 – Strain on Japanese Matcha Supply
12:25 – Ceremonial Grade Vs. Culinary Grade
14:11 – Taste Test
18:08 – Preferences & The Future of Matcha
20:09 – Credits

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#matcha #aoko #SoExpensive

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Why Matcha Is More Expensive Than Ever | So Expensive | Business Insider