From The Atlantic.

The explosive rise in demand for matcha around the globe has transformed a deliberately slow-moving Japanese ceremonial tradition into a trendy crash-free caffeine hit—and things have gotten weird for the matcha market as a result, Ellen Cushing writes.

She explores the consequences of the matcha shortage and what it reflects about our “context-collapsed, free-associative, flavormaxxed culinary era” of food trends.

Read her full article at the link: https://theatln.tc/SCpMfWj0