For centuries, matcha was reserved for the quiet rituals of Japanese tea ceremonies. Today, it has become a global phenomenon, filling café menus, social media feeds, and supermarket shelves around the world. In this episode, we explore the remarkable rise of matcha, tracing its journey from an ancient cultural tradition to a multibillion-dollar industry embraced by a new generation of consumers. We examine the appeal of its vibrant colour, perceived health benefits, and reputation as a gentler alternative to coffee, while also uncovering the challenges hidden beneath its booming popularity—from sweetened commercial drinks that stray from tradition to mounting supply pressures caused by rising costs and a shrinking farming workforce in Japan. The story reveals how one humble green tea has become a symbol of modern wellness, raising an important q ...