Matcha—the finely ground powder of green tea leaves and a popular culinary flavor—is just one interest of many that could ...

Matcha isn’t just a trendy green swirl in your latte anymore—it’s now a global craving with consequences. In fact, demand for ...

It’s Monday at one p.m. and the bookstore near Ocean Beach is booming with customers. There are elderly folk working through ...

Global supplies of matcha are dwindling, thanks to social media and TikTok videos. Combined with tariffs, prices are rising ...

One matcha creator called Kithumini, with more than 62,000 followers, said in a video that her physician and her therapist told her to turn off TikTok comments because of all the negativity she ...

When 150-year-old Sagaponack General Store reopened its doors in April, the beloved store went viral on social media for its ...

Matcha is creating a soothing sea of green on TikTok. The trendy and #aesthetic drink is reaching peak popularity on the video platform, with each new video dreamier than the last.

The powdered Japanese green tea is increasingly hard to find. Experts say its popularity on the internet is straining Japan’s ...

Like most flavored lattes, this beverage relies on an infused syrup to deliver its namesake flavor profile. However, the ...

Although matcha's global market size is significantly smaller than coffee, its impressive growth rate, social media appeal ...

From traditional tea ceremonies to viral TikToks, the rising popularity of matcha is driving a global shortage, leaving ...