Project Matcha, opened in May on NE Couch Street, has attracted large crowds, with people waiting in lines for matcha drinks. Despite previous closures and a high demand that has resulted in a global matcha shortage, the cafe remains a hotspot for matcha enthusiasts. Individuals from various demographics gather to enjoy matcha lattes and other themed beverages. Matcha's popularity has surged due to its historical presence in the U.S. and recent endorsements, though the increased demand has created challenges, including price increases and supply issues.
"I wonder if they planted the first lines," one person dressed in office clothes said to another. "I wonder if it's just the hype," a woman in a hijab asked her friend.
Matcha certainly isn't new to the US market. Häagen-Dazs launched a flavor in the '90s. Celebrities praised the tea's wellness benefits in the 2010s.
The recent spike in demand caused a global matcha shortage, driving up prices and leaving some shops matchaless.
In fact, the recent spike in demand caused a global matcha shortage, driving up prices and leaving some shops matchaless.
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