Matcha craze sweeps Korea’s cafes, supermarkets
There’s something about the color of a matcha latte that draws people in, as if the shade itself has healing powers. Also there’s an undeniable allure to matcha's rich, creamy texture and sweet, earthy flavor. And these days, it feels like everyone is sipping on it. The popularity of matcha, a finely ground powder of specially grown green tea leaves, is sweeping through cafes and dessert shops across Korea. From small independent cafes to major franchise chains, matcha has taken over menus in the form of lattes, cookies and cakes. It’s also turning supermarket snack aisles green, with matcha-flavored Choco Pie — Korea’s version of the Moon Pie — and matcha-flavored Pepero, the chocolate-covered biscuit sticks developed in collaboration with popular cafe Cheongsudang, filling the shelves. Scroll through social media, and you'll find a sea of matcha content. People share photos of their beautifully layered matcha drinks, short videos of green batter swirling into cookies and even do-it-yourself matcha-inspired recipes. Matcha’s appeal goes beyond aesthetics and taste. Matcha is
