Matcha has become one of the most sought-after teas in the world, with the US now importing over 2,000 tons from Japan a year. As more Western consumers demand ceremonial-grade matcha — the highest-quality and most expensive kind — Japanese farmers are struggling to keep up. Extreme weather, aging tea farmers, and labor-intensive production methods have all contributed to global shortages and record-high prices. Meanwhile, the rise of cafes like Aoko Matcha in New York City and social media trends like #matchatok have fueled even more demand. 00:00 – Intro 01:04 – Matcha’s Classifications 02:28 – Matcha in The US 03:28 – Matcha's Turning Point in the US 06:06 – Aoko Matcha 07:59 – Strain on Japanese Matcha Supply 12:25 – Ceremonial Grade Vs. Culinary Grade 14:11 – Taste Test 18:08 – Preferences & The Future of Matcha 20:09 – Credits ------------------------------------------------------ #matcha #teadrinking #aoko #Japan #imports #SoExpensive MORE BUSINESS INSIDER VIDEOS: How Pista...