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4 stories for“matcha trend”

Matcha is taking over your local cafe faster than coffee

Gen Z made matcha aesthetic, brands made it accessible, and now supply can't keep up. What happens when a trend grows too fast.

Sep 30, 2024

A global cafe boom collided with a limited Japanese harvest, and now matcha lattes are getting rationed, waitlisted, and quietly more expensive.

Oct 8, 2025

A cramped pintxo bar in San Sebastian invented a deliberately burnt cheesecake, and it quietly became one of the world's most copied desserts.

Mar 5, 2024

A Paris pastry chef stuffed cookie dough into a croissant almost as an afterthought, and it turned into a worldwide bakery trend within months.

Apr 10, 2024