Vietnam is experiencing a massive matcha boom, particularly among youth demographics. In Ho Chi Minh City and Hanoi, matcha lattes and desserts have become standard cafe offerings, while supermarkets and e-commerce platforms continuously launch new matcha products. Driven by health consciousness and Instagram-worthy appeal, consumption is rapidly expanding across urban centers. This article examines why … Continue reading Matcha in Vietnam: Youth Culture & Health Trends Fueling Market Boom