Aaron Vick, a senior tea buyer with California-based tea importer G.S. Haly, says he paid 75% more for the highest-grade 2025 crop of Japanese matcha, which will arrive in the U.S. later this fall.
Known for her rare candor in a world of curated perfection, Chhavi’s voice became even more powerful in 2022, when she was diagnosed with breast cancer.
No one knows for sure who started the global matcha boom, which has been going on for several years. But it's clear that harvests, especially of fine-grade matcha, can't keep up with demand.