The Atlantic
@TheAtlantic·924K subscribers·2K videos
The Matcha Problem
Posted
March 22, 2026
Views
11,431
Likes
567
Comments
41
Engagement
5.32%
March 22, 2026
11,431
567
41
5.32%
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1:57Now PlayingThe explosive rise in demand for matcha around the globe has transformed a deliberately slow-moving Japanese ceremonial tradition into a trendy crash-free caffeine hit—and things have gotten weird for the matcha market as a result, Ellen Cushing writes.
She explores the consequences of the matcha shortage and what it reflects about our “context-collapsed, free-associative, flavormaxxed culinary era” of food trends.
Read her full article at the link
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