The Journal

Matcha 101

Start here: what matcha is, how it tastes and how it compares.

A bowl of whisked matcha with a bamboo whisk and matcha powder, under the title Why Matcha is Trending Now

Matcha 1013 min read

Why is matcha trending now? 5 reasons India can't stop drinking green

Searches for “how to make matcha” are up about 1,300% in India. Here's what's really behind the green wave, and why it's sticking.

A bowl of bright green matcha powder next to a pile of roasted coffee beans on a wooden table, labelled Matcha and Coffee

Matcha 1016 min read

Matcha vs coffee: what really happens when you switch

Same desk. Same deadline. Two very different cups. Here's what changes in your caffeine, your energy, your taste buds and your wallet.