It’s called the menu adoption cycle, and it’s no accident. See how it works, who powers it, and what kinds of ingredients can and cannot make the cut.

Once regarded in Western countries as little more than a traditional Japanese ceremonial drink, matcha has become a mainstream staple. It now appears everywhere from coffee shop menus and smoothie ...

Winter's harsh conditions can be countered with matcha, offering a clean, steady energy boost unlike coffee's jitters. This ...

TikTok, Instagram, and YouTube are full of videos about matcha that, more often than not, aren't really about matcha. Performative matcha is the idea that drinking or preparing the tea has become less ...

A Charlotte café is bringing hand-crafted matcha, espresso and more to uptown. Gotcha Matcha opened the doors on its second ...

Coffee and matcha are both known for their energy-boosting benefits. However, they also offer an array of health benefits. Learn how coffee and matcha compare.

As tempting as your local coffee shop may be, with the right tools, you can save money and time by making matcha at home. Experts I spoke to agree that drinking it comes with plenty of health benefits ...

In 2018, I was “prom-posed” to with a matcha lemonade. It’s true. During my high school years, my favorite afternoon drink was a venti version of the drink with two scoops of dried strawberries from ...