A matcha craze has led to soaring demand and prices, frustrating cafes and customers. Will the same happen to its ‘cousin’ hojicha?
There has been a much-documented global shortage of matcha over the past year, with many reports pointing the finger at a certain set of vacuous, superficial influencers for the drink’s surge in popularity.
Some of the macha huffing and puffing that has been circulating on my side of the internet includes a post by the platform QissaGoi (whose bio reads: “Bringing Eastern stories to life”), who made a statement that immediately resonated with me.
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