"Matcha"... Japanese green gold conquers the American market

Arabian Sea - Exclusive

Long queues form in front of cafes serving Japanese "matcha" tea, not only in Tokyo, but also in Los Angeles, USA, at a time when Japanese producers are struggling to keep up with the increasing demand for this type of green tea, which is experiencing a boom due to its multiple health properties. Stevie Yusef, 31, a matcha cafe customer in Los Angeles and a marketing employee, says, "I feel like the American 'Gen Z' is the one who made matcha so famous, and they relied heavily on social media to do so." "Matcha" tea is made from powdered "tencha" leaves, a type of tea grown in the shade during the final weeks of its growth to make the flavors and nutrients concentrated. After the leaves are harvested, they are dried and then ground between two stone pestles to obtain a very fine powder.