Morris says the catalyst for the change was Gen Z. Today’s younger consumers are fuelling matcha’s meteoric rise, and social ...

The great debate: Do you drink coffee or matcha in the morning? Sixty-six percent of Americans start their morning with coffee each day, per the National Coffee Association, but drinking matcha has ...

"Hearst Magazines and Yahoo may earn commission or revenue on some items through these links." So many Americans start their day with a cup (or two) of coffee. Yet as popular as Java is in the U.S., ...

About 75 percent of American adults drink coffee every day, making it by far the most popular choice for people to get their daily caffeine fix. But matcha tea has grown in popularity in recent years, ...

Talk about a green new deal. Stroll the streets of Manhattan these days and in some neighborhoods, you might see almost as many matcha cafes as espresso bars and coffee shops. And if you’re curious ...

Another huge benefit is you don’t have the same caffeine slumps as you do with coffee, as the caffeine in matcha is ...

While the stereotypes tell you that the best matcha can only be found in trendy small cafes, this popular chain is ...

Gen Z is embracing matcha as its defining cultural beverage. Brands like Good & Proper and Melo Matcha are focusing on ...