Matcha
A coffee shop called Zega in Kingston Market Place has gained popularity on TikTok for its colorful matcha drinks and dessert-style lattes. The cafe offers a range of handcrafted flavors and in-house baked goods, attracting locals and visitors alike. With a 4.7-star rating, it stands out as an independent spot in an area dominated by chains.
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The Shizuoka Prefectural Government has intensified efforts to regain its position as Japan's leading green tea producer after losing the top spot to Kagoshima Prefecture. Capitalizing on the global boom in matcha-powdered green tea, the region is shifting production from sencha, Japan's most commonly consumed green tea, to tencha, the raw leaves used for matcha, while also expanding organic tea cultivation. Long bolstered by its strong brand, Shizuoka now confronts several challenges in rebuilding its standing in the tea market.