TikTok, Instagram, and YouTube are full of videos about matcha that, more often than not, aren't really about matcha. Performative matcha is the idea that drinking or preparing the tea has become less ...

As a new archetype gains traction, contests in Seattle and New York have found some men embracing the label — and signifiers like books, records and Labubus. By Alisha Haridasani Gupta and Nicole ...