NYT Food - 2025-10-14 09:02:03 - Pete Wells
The Matcha Market Cracks Under Pressure
Once consumed mainly in small, formal tea ceremonies, matcha is now mixed into fruity lattes and preyed on by counterfeiters. Can it survive its own popularity?
Once consumed mainly in small, formal tea ceremonies, matcha is now mixed into fruity lattes and preyed on by counterfeiters. Can it survive its own popularity?