Powder Keg

“Since 2022 content creators Jasmine and Freya Smith in Tokyo have been posting on TikTok about Japanese food and travel, including all things matcha. Dozens of the sisters’ videos feature them at cafes and restaurants stirring matcha lattes, drizzling matcha-flavored syrups and showing off pastries and pancakes tinted the telltale shade of leafy green. But one of their most recent videos came with a warning: ‘Unfortunately,’ Jasmine told their 47,000 followers in January, ‘there is a matcha shortage in Tokyo right now.’ She was correct.” Social media influencers and an increase in tourism to Japan has created a green tea powder boom (and shortage). Bloomberg (Gift Article): The Global Matcha Boom Is Driving a Shortage in Japan.

+ As I covered last week, Japan has more pressing shortages: Rice. And people to serve rice.