Indonesia, Southeast Asia’s most populous nation, is experiencing rapid expansion in youth culture and cafe society, with matcha gaining notable traction. This article examines the background of matcha’s local popularity, market characteristics, quality challenges, and strategic opportunities for Japanese matcha brands seeking to enter this dynamic and growing market. Key Takeaways ＼Recommended Article／ ＼For Companies … Continue reading Matcha in Indonesia: Cafe Culture & Health Trends Driving Growth