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Story summary
- Matcha has moved from niche beverage to mainstream status in the United States.
- Pop-up cafes appeared nationwide in the 2010s due to social media and the wellness movement.
- These pop-ups partner with venues to offer creative drinks such as orange tonic matcha and baklava lattes.
- Matcha Snobs, a notable matcha retailer, sells popular matcha online.
- Today, matcha pop-ups thrive, attracting purists and those seeking visually appealing drinks.
