Similar processes have been at work in other countries as well; this piece is an interesting counterpoint to an earlier one about tea ceremony in China and Taiwan:

https://anthrodendum.org/2019/12/08/inventing-the-way-of-tea...

https://online.ucpress.edu/gastronomica/article-abstract/16/...

One of the Japanese tea vendors whose newsletters I subscribe to also had a related discussion recently. I can't remember which one it was (I've subscribed to too many now) but they were expressing frustration about how these phenomena can come to be used for manipulative sales tactics in misleading ways.