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Matcha is the new drink of choice at hip cafes worldwide, but Japanese producers are struggling to keep up with soaring demand for the powdered green tea.

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LOS ANGELES — At a minimalist Los Angeles matcha bar, powdered Japanese tea is prepared with precision, despite a global shortage driven by the bright green drink’s social media stardom.

‘We just can’t keep up’ with the demand for matcha, says one tea farmer in Japan, as social media fuels a worldwide obsession.

The boom is having to contend with a declining number of tea plantations in Japan and the threat of tariffs from the United States.