Why Japan Can't Keep Up With America's Matcha Obsession | So Expensive | Business Insider

Ever wondered why Japan, the birthplace of matcha, seems to be losing ground to America's booming matcha obsession? This video dives deep into the fascinating world of ceremonial grade matcha, exploring everything from tencha production and the challenges of a matcha shortage to the cultural significance of chanoyu. You'll pick up some advanced vocabulary and gain a deeper cultural understanding of this beloved beverage!