Matcha has gone from ancient ritual to global obsession — but can the world’s hottest wellness drink keep up with its own hype? In this episode, we trace matcha’s journey from a 12th-century “elixir of the immortals” to a billion-view social-media phenomenon and a staple in Western cafés. Loved for its steady, calm energy and marketed as a healthier alternative to coffee, matcha is fueling explosive market growth among younger drinkers. But behind the frothy green boom lies a tougher reality: shrinking farmland, falling tea production in Japan, and a supply chain struggling to meet demand. Is matcha’s meteoric rise sustainable, or is the trend brewing toward a slowdown?

https://www.economist.com/culture/2025/01/14/why-matcha-made-from-green-tea-is-the-drink-of-the-moment