The future of matcha is specialty. Matcha isn’t matcha isn’t matcha—there will be a future where consumers from Dubai to Paris and from Bangkok to LA will have acquired preferences for Uji vs. Yame matcha, or Asahi vs. Yabukita cultivar, or fresh vs. preground matcha. As the mystery and mastery of producing matcha becomes better understood by mainstream non-Japanese markets, demand for specialty products will follow.