Food & Wellness

It started with a latte. Now it's reshaping the entire food, wellness, and beauty industry. There's a reason your Instagram feed has turned a shade of vivid green. Walk into almost any café today — from New York to London to Sydney, and you'll find matcha front and center. Not tucked at the bottom of a menu as a novelty, but sitting proudly alongside (and often outselling) the classic espresso drinks that once reigned unchallenged. Matcha's rise from niche Japanese tea ceremo