Matcha, a finely ground Japanese green tea, is becoming a global sensation. Demand has surged, and the market is expected to reach five billion dollars by 2028. In the United States, businesses imported nearly two and a half tons last year alone.
One standout is Ooika Cafe in New Jersey, the largest matcha refinery in the country. Unlike many others, they grind the tea leaves fresh on site, ensuring a higher quality product. Cafe owner Joann Lui says demand is soaring, with over forty cafes on her waitlist for wholesale supply. Matcha's popularity has exploded on social media, but Japanese farmers are struggling to meet the rising need.
The best quality matcha, once reserved for rare occasions, is now used daily in lattes. Prices are climbing, with lattes costing around eight dollars, and new tariffs may increase costs even more. Milling leaves locally helps reduce expenses, but consumers may soon resist further price hikes.
Vocabulary:
• drying (verb): becoming less wet
• supply (noun): available amount
• grind (verb): crush into powder
• milling (noun): grinding process
• booming (adj): growing very fast
• bucks (noun): slang for dollars
• shortage (noun): not enough supply
• price (noun): cost of something
Source: CBS Evening News