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Why matcha works so well on Instagram and TikTok

Matcha succeeds on Instagram and TikTok because it is instantly recognizable, visually striking, and endlessly adaptable. From café aesthetics to short-form recipe videos, its bright green color and preparation rituals fit perfectly into social media formats. But as visibility grows, so does the challenge of connecting consumers with quality, origin, and expertise beyond the image.

Woman with tea basket harvesting leaves in tea forest

Why Quality Tea Needs a Better Business Model

The 16th Northwest Tea Festival brings together tea enthusiasts of all skill levels to discover global traditions and modern innovations. Visitors enjoy interactive experiences, meet vendors, and deepen their appreciation for the culture, artistry, and community of tea in a friendly and engaging setting.

Northwest Tea Festival 2026

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Matcha Shortage Exposes Global Consumption Challenges

Matcha’s rise from ancient ritual to global craze has sparked shortages, soaring prices, and authenticity concerns. The shortage highlights overconsumption, climate pressures, and the need for mindful approaches to food trends and sustainability

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Koicha vs. Usucha: The Science Behind Matcha’s Thick and Thin Styles

Matcha transforms into usucha or koicha depending on water and powder ratios. Usucha foams light and airy, while koicha creates dense, glossy suspension. Both styles reflect Japanese tea culture and tradition