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Małgorzata (Gosia) K. Citko-DuPlantis, Assistant Professor in Japanese Literature and Culture, University of Tennessee

How tourism, a booming wellness culture and social media are transforming the age-old Japanese tea ceremony

Japan
A traditional Japanese tea ceremony in Japan on Dec. 18, 1947. AP Photo

One of Japan’s most recognizable cultural practices – the Japanese tea ceremony, known as chanoyu, or chadō – is being reshaped by tourism, wellness culture and social media.

Matcha, the Japanese powdered green tea that is used during the ceremony, has entered the global marketplace. Influencers post highly curated tearoom photos, wellness brands market matcha as a “superfood,” and cafés worldwide present whisked green tea as a symbol of mindful living.

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