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Understanding the 'Matcha Effect': How Gen Z Enjoys Luxury Amidst the Economic Crisis

Summary by viva.co.id
PwC has discovered a new trend among Gen Z: they are replacing the “lipstick effect” with small purchases like matcha and luxury sneakers as financial pressures increase.
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viva.co.idviva.co.id

Understanding the 'Matcha Effect': How Gen Z Enjoys Luxury Amidst the Economic Crisis

PwC has discovered a new trend among Gen Z: they are replacing the “lipstick effect” with small purchases like matcha and luxury sneakers as financial pressures increase.

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viva.co.id broke the news in on Wednesday, October 15, 2025.
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