There has been a much-documented global shortage of matcha over the past year, with many reports pointing the finger at a certain set of vacuous, superficial influencers for the drinkโs surge in popularity.
Some of the macha huffing and puffing that has been circulating on my side of the internet includes a post by the platform QissaGoi (whose bio reads: โBringing Eastern stories to lifeโ), who made a statement that immediately resonated with me.
โMatcha didnโt go viral because of its taste. It went viral because it looked good.โ
Mic. Drop.
The post goes on to say: โBefore it was content, matcha was ceremony. It was prepared with stillness. Served with silence. A deep part of Japanese culture and care. Now itโs iced, oat-milked, branded for โbalanceโ. Spirituality sold in a takeaway cup.โ