Riding on the enthusiasm for matcha, food and beverage outlets have also introduced matcha concoctions to entice fans.

Some of the most popular brands in TikTok "matcha hauls" are becoming harder to find as the green tea powder explodes in ...

Megumi Kanaike, the manager of the Sydney-based tea store Simply Native, told the Guardian that, over the last six months, ...

Matcha has become a total buzzword in perfumery. Here's what to know about its steady rise in the fragrance world.

Driven by its health benefits and growing popularity on social media, the matcha trend is here to stay—but only if it remains ...

TikTok's obsession with matcha has appeared to create a shortage of the tea in Japan. TikTok's most popular tea brands appear to be hit hard. The smooth, bright green powder plays a central role ...

The hashtag #MatchaTok has more than 40,000 posts on TikTok with users sharing their morning matcha routines, home setups, ...

Many suppliers have declined to accept new orders and set limits on online matcha purchases because of the shortage.