An insider’s tour of the tea world
Few crops are as consequential as tea, which has grown into a hundred billion dollar global industry and, one way or another, touched the lips of almost every person on the planet. Leafhopper is a newsletter for anyone who wants to learn about the world’s most popular drink: how to brew it better and get more out of your cup, whether you take yours in a bag, an oat milk matcha latte, or an elaborate gong fu service.
In more than a decade of journalism, I’ve traveled the world in search of tea’s secrets, meeting with growers, traders, and sellers that rarely speak to the public. I want to bring you on that journey.
Why you should subscribe
Weekly Leafhopper emails have two parts: a free, publicly available digest and a paywalled deep dive exclusive to paid subscribers.
Each week, the digest explores a special facet of the tea world: the craft, culture, business, history, philosophy, technology, and chemistry that permeate every cup. I feature a recommended tea with notes about where it comes from and tips to brew a good pot. You’ll get a tour of the world’s tea styles and regions, and an experienced take on what’s worth your attention and dollars.
The deep dive may take the form of an essay, drinking guide, conversation, or travel diary from my research trips to tea gardens throughout Asia. Consider these paywalled stories a candid course in tea appreciation, written to help you become a smarter drinker. Paid subscribers will learn what distinguishes a good tea from bad or merely drinkable, the language of tea and what it means, the art and science of brewing, and how to navigate the tea market as an informed consumer. The way most Westerners talk about tea now is akin to how Americans discussed wine in the 1970s. The best way to improve that understanding is to get a sense of tea beyond the cup to its role as an industry, a cultural institution, and an agricultural product.
Your paid support gives a home to independent, bullshit-free tea writing that’s too niche or weird for mainstream publishers, and hard to find elsewhere on the internet. Believe me, I’ve looked, and I wound up having to write some of it myself.
About Max Falkowitz
I'm a food and drink writer who's covered the tea world for the New York Times, Saveur, Imbibe, Bon Appetit, Serious Eats, and other outlets. My tea writing has won awards from the James Beard Foundation and the International Association of Culinary Professionals. I also consult with food and beverage companies about tea marketing, product design, and education. Since 2017 I've worked with the specialty importer In Pursuit of Tea on content marketing and user experience. Elsewhere on the internet, I write a newsletter about bonsai.
All photos on Leafhopper are copyrighted by me unless explicitly noted otherwise. Please contact me about reprints or anything else at max.falkowitz@gmail.com.
Speaking of which, what’s a leafhopper?
Leafhoppers are tiny winged insects that feed on sap from tea leaves. Their bites trigger an immune response within the plant that contributes a honeyed aroma to the finished tea. Some farmers encourage leafhoppers to visit their tea fields, in order to make traditional styles of tea that require the insect bite.
A word on accessibility
I have mixed feelings about putting writing behind a paywall. If all good content lies behind them, casual readers will only have access to the search-engine-optimized chum merchants of the web. If you can't afford the cost of a subscription but have a passion for tea and desire to learn more, email me and we can make it happen. Readers can donate a subscription or give someone special a gift subscription.
Leafhopper’s logo was designed by Alex Testere.
