Sep 01 (News On Japan) - Foreign demand for Japan’s matcha has surged to unprecedented levels, pushing prices sharply higher and prompting talk of a ‘bubble’. Producers are reaping gains, but some in the industry warn that sustained price increases could accelerate a drift away from tea among Japanese consumers.
The boom has spread overseas as well, with matcha-based businesses taking off in places such as Dubai.
Overseas, entrepreneurs are treating the boom as a business opportunity and launching new ventures. On the production side, growers say they are simply pleased to see matcha being enjoyed around the world in any form.
Source: KTV NEWS