In an era when wellness and exotic flavours are both in demand, the world is finding itself immersed in a distinctively green bubble, courtesy Japan's legendary matcha tea. The powdered green tea has been appreciated for centuries in Japan and recent trends show its popularity is surging worldwide. This piece explores how diverse nations are embracing the "matcha bubble," its impact on global gastronomy, as well as its potential economic implications for Japan.

Matcha's prevalence in the everyday life of Japan is a testament to the country's strong ties to its traditions. The global demand for matcha is seen as an opportunity to showcase Japanese culture, and at the same time, an economic boost for producers. However, some express concern over the potential globalized dilution of the traditional tea ceremonial culture of matcha.

In the US and EU, increasing health awareness and the popularity of Asian cuisine is driving the interest in matcha. Unlike Japan, where matcha is part of a traditional tea ceremony, in the West, it’s often used as an ingredient in an array of recipes, from lattes to ice creams and cakes.