How matcha became global gold | FT #shorts

admin
Financial TimesMon, October 27, 2025 5:26am

Consumer appetite for the finely ground powder has been ignited by matcha lattes, matcha-flavoured KitKats and a range of other sweet treats from ice creams to cookies that use the flavouring. But behind the craze is a brewing problem — there simply isn’t enough supply.

#matcha #japan #matchalatte #greentea #japaneconomy #asia #matchalove #shortsvideo #shortfeed #shorts #shortsviral #shortsyoutube #shortsvideosfreefire

Produced by Paolo Pascual.

â–ș Enjoying FT content? Get a daily slice of the very best FT journalism with FT Edit. Free for 30 days then just ÂŁ4.99 a month

See if you get the FT for free as a student (http://ft.com/schoolsarefree) or start a ÂŁ1 trial: https://subs.ft.com/spa3_trial?segmentId=3d4ba81b-96bb-cef0-9ece-29efd6ef2132.

â–ș Check out our Community tab for more stories: https://www.youtube.com/@FinancialTimes/community
â–ș Listen to our podcasts: https://www.ft.com/podcasts
â–ș Follow us on Instagram: https://www.instagram.com/financialtimes
â–ș Follow us on Instagram: https://www.tiktok.com/@financialtimes

Related posts

Leave a Comment