Matcha has taken social media influencers by storm. Until now, its following was limited to tea enthusiasts and connoisseurs of Japanese tea ceremonies, as well as a few pastry chefs who like to use this green powder in their recipes.
But matcha has suddenly shifted centre stage – or rather, centre screen. It may sometimes look strangely fluorescent, but in a world where the real and virtual are merging, does anyone care? Meanwhile, in Japan, the stones that grind the shade-grown tea leaves into a fine powder turn slowly. There is no guarantee that they will be able to meet this unexpected surge in demand.
