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The Matcha Market’s Identity Crisis: What Western Brands Are Getting Wrong
observer.com/2025/09/matcha-market-identity-crisis-authenticity-vs-appropriationWalk into any New York City or Los Angeles cafe, and you’re bound to see matcha lattes on nearly every menu. Today, matcha is a multi-billion-dollar category, valued at roughly $3.8 billion and projected to surpass between $6 and $7 billion by 2030. The Japanese Ministry of Agriculture,…
This story appeared on observer.com, 2025-09-29 21:00:34.