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