Matcha’s ‘unprecedented’ TikTok-fuelled popularity brews a global shortage

At a suburban cafe in Sydney’s south, a perhaps unexpected drink is outselling coffee.

“When we first opened, people were asking, ‘Oh, what’s matcha? How does it taste?'” says Elvan Fan, the owner of Moon & Back Cafe, which serves both beverages.

“But now, people are just obsessed with it.”