In recent years, matcha is gaining attention in Saudi Arabia as a new force revitalizing coffee culture. Amid rising health consciousness, diet trends, and growing interest in Japanese culture, matcha is rapidly spreading, centered among young people and affluent consumers. In upscale cafés in Riyadh and Jeddah, matcha lattes and matcha sweets have become standard … Continue reading Saudi Arabia’s Matcha Surge: Health Trends and Youth Culture Meet Japanese Tradition