How TikTok caused a matcha shortage

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

Matcha is undoubtedly the beverage of the moment. It’s almost impossible to scroll on social media without catching glimpses of bright green, sipped out of glass straws or takeaway cups. In Japan, however, the matcha industry is struggling to keep up with soaring demand.