12 Matcha, NYC's newest matcha store offering a modern take on an ancestral tea ritual. Culture isn’t something that can be staged. It must be felt, expressed through rituals, materials, colors or ...

A couple of years ago, Pokémon introduced a new monster: Poltchageist, a “Grass/Ghost type” with special abilities in “hospitality” and being “heatproof.” It is wily and homicidal; it is also matcha.

Hailing from Japan, matcha has become a sought-after flavour in food and beverage. From matcha chocolates and ice creams to matcha breakfast bowls and breads, the trend is big and growing. So much so, ...

Headline: Matcha quality decline: Is it a ‘victim of its own success’? Matcha has taken the world by storm. The green flavour has, in a short time, gone from relative obscurity to omnipresence.

Once consumed mainly in small, formal tea ceremonies, matcha is now mixed into fruity lattes and preyed on by counterfeiters. Can it survive its own popularity? “It’s like the Wild West,” one tea ...