Why Japan Can't Keep Up With America's Matcha Obsession | So Expensive | Business Insider

Matcha has become one of the most sought-after teas in the world, with the US now importing over 2,000 tons from Japan a year. As more Western consumers demand ceremonial-grade matcha — the highest-quality and most expensive kind — Japanese farmers are struggling to keep up. Extreme weather, aging tea farmers, and labor-intensive production methods have all contributed to global shortages and record-high prices. Meanwhile, the rise of cafes like Aoko Matcha in New York City and social media trends like #matchatok have fueled even more demand. 00:00 – Intro 01:04 – Matcha’s Classifications 02:28 – Matcha in The US 03:28 – Matcha's Turning Point in the US 06:06 – Aoko Matcha 07:59 – Strain on Japanese Matcha Supply 12:25 – Ceremonial Grade Vs. Culinary Grade 14:11 – Taste Test 18:08 – Preferences & The Future of Matcha 20:09 – Credits ------------------------------------------------------ #matcha #teadrinking #aoko #Japan #imports #SoExpensive MORE BUSINESS INSIDER VIDEOS: How Pistachio Farmers Built A Billion-Dollar Empire During California Droughts | Big Business    • How Pistachio Farmers Built A Billion-Doll...   How Toxic Turmeric Ends Up in Your Food    • How Toxic Turmeric Ends Up in Your Food   Meet The Teacher Who Wakes Up At 3:30 AM For His Labubu Business    • Meet The Teacher Who Wakes Up At 3:30 AM F...   Business Insider tells you all you need to know about business, finance, tech, retail, and more. Visit our homepage for the top stories of the day: https://www.businessinsider.com Business Insider on Facebook:   / businessinsider   Business Insider on Instagram:   / businessinsider   Business Insider on Twitter:   / businessinsider   Business Insider on Snapchat:   / 5319643143   Business Insider on TikTok:   / businessinsider   Why Matcha Is More Expensive Than Ever | So Expensive | Business Insider