The matcha tea craze in Spain: more businesses, home sales, and even counterfeits

Produced in Japan and popularized in the United States, the craze for matcha tea has already conquered Spain and has covered the menus of cafes with its characteristic green color and increased domestic consumption sales, a boom in which counterfeits and new businesses have also emerged. "Buy matcha tea", "prepare matcha tea", "matcha tea benefits", "matcha tea in microwave" ... The conjugations to search for matcha tea on social media are almost endless and lead to videos that accumulate millions of views on applications like TikTok and Instagram, mainly used by teenagers and young people. The craze for this tea began about a year and a half ago, after it became popular in the United States (US) it reached the European Union (EU) and, here, iced matcha teas have become one of the "star" drinks of this summer, as revealed by the trend analysis of Circana. According to this study, European consumers are driving a boom in drinks that look good, taste good, and "contribute something ...