What's the Hype About Matcha, Anyway? You've seen that vibrant, almost neon green powder insinuating itself everywhere – lattes, desserts, even the occasional suspiciously green-tinged egg dish. But what is matcha, really? And why has it ascended to its current throne as ruler of the culinary world? This isn't your grandma's weak, pallid green tea bag. We're talking finely ground, specially cultivated green tea leaves, an emerald concentrate delivering a jolt of flavour and, supposedly, a cascade of health benefits. Earthy notes dance with subtle sweetness, underscored by that enigmatic umami… it's not merely a beverage, but a carefully constructed experience . And the world seems to agree. This isn't some fleeting fad destined for the clearance aisle of culinary history. The global matcha market is exploding, projections hinting at a multi-billion dollar valuation. From self-proclaimed health gurus to the meticulously curated feeds of Instagram influe...