Production is down, but prices are soaring… Will K-tea take flight this year?

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Last year, the South Korean tea industry underwent a fundamental transformation, experiencing the unusual phenomenon of simultaneous decline in production and increase in consumption. Cultivation area and the overall production base have contracted. However, analysis suggests that the industry has entered a premiumization phase, as global matcha consumption increases starting in 2024 and establishes itself as a new trend driven by the 2030 generation.

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