TikTok's Viral 'October Theory' Could Be The Reason You're Feeling So Good RN

october theoryoctober theory

Raise your hand if you've felt victimized by the rush to follow through on new year's resolution ideas! Now, raise your other hand if you finally feel like you're coming alive during fall! Great, we're feeling the same — and we promise it has nothing to do with our love for Halloween. Instead, the TikTok viral 'October Theory' may be the reason why it feels like we can breathe after another unprecedented year. But, is it viable or just another trend that everyone's going to forget about before the year is over (remember the lucky girl syndrome)? Also, what is it?

We chatted with psychotherapist, Kristie Tse, LMHC and traditional astrologer, Talisa Zampieri to get their hot takes about what the 'October Theory' is, whether you should pay attention to it, and how it may (or may not be) impacted by the stars.

What is the October Theory?

Vlada Karpovich

There are tons of TikTok videos that describe this theory in detail, but user @mindandbodymams describes it best. She says, "Because October is leading up to the ending of the year, people start looking at their lives and deciding what things need to be set into motion." She explains that this could look like making changes to your relationship, or starting a new job — it could even look like you starting a new hobby or letting go of a few bad habits.

Regardless, this all boils down to one thing: October is the perfect time to take a look at your goals and implement them before the end of the year.

Why is setting goals for the new year difficult for some people?

Ava Dillon

Thinking about the possibilities for the new year is so exciting, often leaving people inspired to make vision boards, write detailed resolutions, and dream big about what's to come. However, not everyone is thrilled about jumping headfirst into that energy. "Setting goals at the beginning of a new year can pose challenges for some individuals due to various psychological factors. For many, the pressure to start fresh and achieve immediate results can feel overwhelming, leading to procrastination or anxiety," explains Tse. As the clinical director and founder of Uncover Mental Health Counseling, she specializes in helping clients make empowered decisions during different seasons of their lives.

Other things like "past experiences of unmet resolutions can also create a sense of skepticism or defeatism," adds Tse. "Additionally, societal and familial expectations may cloud individual desires, causing internal conflict about what truly matters to them." According to Forbes, 62% of people feel like they have to participate in the new year's resolution trend. What's even more surprising is that over half of women "feel slightly more pressured to set a resolution" than 60% of men!

Tse surmises these very reasons ultimately makes things "feel daunting" which can hinder "goal-setting efforts." She says, "As a psychotherapist, I recognize that these barriers are deeply rooted in personal and cultural narratives, which can often dictate one's ability to set and achieve goals."

Is there a psychological reason why October feels like a fresh start?

Orione Conceição

Some people welcome fall with open arms — and subsequently the 'October Theory' — because it seems to promise a much needed reset. You're not alone if you feel this way, and Tse says there's a reason for this. "Many individuals feel that October symbolizes the beginning of their new year due to the psychological transitions associated with changing seasons. The start of autumn represents a shift from the energetic and social atmosphere of summer to a more introspective and reflective time."

Think about how excited you get to watch the leaves turn from green to rich hues of golden yellow, orange, and crimson. As they fall from their respective branches, this process can signify things that we may need to let go in order to make room for fresh things to grow. "The onset of fall can trigger an internal reset, prompting people to reassess their goals and intentions. Psychologically, this period might coincide with academic calendars or fiscal years, influencing how some structure their personal timelines," she continues.

Not only that, but Tse's seen how beneficial fall is because it can "help clients refocus and energize their commitment to personal growth and change." The more they do this, the more they start "aligning more naturally with their internal rhythms compared to the culturally enforced January start," Tse observes.

What about astrologically?

Orhan Pergel

Not only is it October right now, but it's also Libra season! So while there's plenty of psychology to support your stance on fresh starts right now, could it also be written in the stars? Intuitive tarot reader and founder of Two Wander, Talisa Zampieri thinks so. She says that Libra is a cardinal sign, and that because all cardinal signs (Aries, Cancer, Libra, and Capricorn) fall on equinoxes and solstices, they're therefore "initiators of new seasons and change."

If you're not familiar with Libras in particular, no worries! Zampieri says, "Air signs are the connectors, visionaries, and communicators of the zodiac." She says this is because Libras are ruled by Venus, a "relational planet that governs our values." So the Libras in your life — and thus Libra season in general — may be more "focused on ideals, other people, and finding alignment."

Zampieri elaborates that Libra season actually illuminates the areas in our lives — usually specific to areas of our birth chart that we have Libra placements — that need to find that balance and alignment again. She says, "The general effect of Libra season is one of trying to rebalance where the scales have been tipped too far in one direction, beautifying our life, and coming to harmony."

Starting to sound similar to October Theory? We thought so, too! Not only are we able to cosmically recognize where w we might need to shift our focus during this time, but Zampieri also highlights another shift. She says that "around October 22 we shift into Scorpio season, which is the master alchemist and transformer."

Feeling the pull towards finding change and balance? Check. Actually acting on that pull? Check. The October Theory is practically tattoed in the fabric of the stars.

How can someone embrace the 'October Theory' in real time?

Megan Ruth

Though a 'theory' can sound quite rigid and academic, this isn't something that requires you to dismantle your life and start with a completely different set of rules to live by. It's actually simpler than you think. "To embrace the 'October theory' in goal setting, start by assessing the changes you feel during this season. Use this transitional time to reflect on personal achievements, unfulfilled aspirations, and areas of growth," Tse suggests.

For example, let's say one of your goals was to stop relying on delivery services like Instacart or Uber Eats as much. We know life gets busy, causing us to backtrack on our cooking goals. But instead of kicking yourself for not being consistent with making homemade dinner recipes, you can start by asking yourself what kind of meals you want to eat. That could be all the encouragement you need to wander your grocery store aisles more successfully — and more empowered!

Tse says, "Create small, meaningful goals that resonate with your true desires, rather than what may have been imposed externally. Consider incorporating themes of autumn — like letting go and transformation — into your objectives, which can offer a symbolic motivation." She encourages you to "release habits that no longer serve you or cultivate new practices that align with the person you aim to become."

The more you shut out outside noise and check in with yourself, the more you'll be able to become clear about things you truly want.

How can different zodiac signs set goals that feel authentic during this time?

Darina Belonogova

From an astrological POV, there are things we can do to make sure our goals feel aligned to us. Zampieri says, "The ways each sign can lean into this theory in a way that feels authentic to them is by looking at which astrological house Libra (and Scorpio) fall for them in their natal chart and aligning with its themes."

For example, she points out that for Libra risings, "this this transit is occurring in their 1st house of self, which amplifies the focus on self-development." On the other hand, Sagittarius risings will be affected differently. "This is their 11th house of friendship and so they can focus on their community and aspirations, etc."

If you're a Libra, one of your goals may be to get serious about your fitness goals or setting boundaries that feel true to you. If you're a Sagittarius, you may be focused on exploring friend date ideas that allow you to bond with your best friends — or you may even be exploring the potential for friendship breakups, letting go of the relationships that no longer serve them.

The point is, regardless of your sun sign, you have Libra somewhere on your birth chart. Once you recognize this area — and what that area represents — you'll be able to facilitate change more specific to your needs.

How can people stay consistent when pursuing new goals?

cottonbro studio

Pursuing new goals sounds fun until you realize you have to stay consistent, right? We've all been there to a degree — but there are ways to work around it, according to Tse. "Implementing structured daily rituals can create a strong foundation for consistency. Setting specific times for activities integrates them into your routine naturally," she says. This can look like setting alarms on your phone so you can allot time for whatever you want to do. But, why does this help us stay on track? "Tracking progress visually, like with a calendar, reinforces commitment," Tse shares.

If you're still struggling with procrastination, Tse says you can ask friends and other people you look up to for help, because "having someone to share successes and challenges with can keep motivation high." However, don't let your ambitious nature convince you that you have to tackle everything at one time. The last thing we want you to experience is burnout, so Tse has three key boundaries you can set in place:

  • Break the journey into smaller, manageable tasks to prevent feeling overwhelmed.
  • Connect each goal to a larger purpose or personal value to maintain passion.
  • Embrace setbacks as learning opportunities and adjust the approach, rather than viewing them as failures.

How can you remain authentic throughout yet another internet trend?

Polina Tankilevitch

Still on the fence about what goals you should be pursuing? Zampieri says to avoid what doesn't resonate with you. "If starting afresh now makes you feel good and you like to work under a deadline, set those new goals," she says excitedly. But, she's not convinced it's something you have to do if you're not 100% sure about the 'October Theory.'

"If you are naturally more drawn inward during this time of year and prefer to wind down instead, do that (particularly Scorpio risings as this is their 12th house natally which is more introspective). Don't let the internet pressure you into anything," she insists.

This is especially true if all the talk about setting new goals ahead of next year is triggering anxious thoughts. Zampieri says, "If someone feels negatively affected by the 'October Theory,' they can try to regain some perspective by looking back to last year instead," she Zampieri says. "Sometimes it is easier to see how far we've come by reflecting on where we were this time a year ago. Alternatively, someone can focus on the rhythm of the seasons instead: nature is naturally preparing to hibernate now and so can we."

Just because the 'October Theory' has gone viral doesn't mean your life will be incomplete if you're not participating in it. It's an interesting concept, but you should ultimately choose whatever feels closely aligned with where you are in life. No journey is linear, so don't worry about this timeline — but if you do need a boost, then this trend has you covered.

Whether you're looking for the next pumpkin spice recipe, mocktails to mix, or book club find, we've got you covered! Follow us on Facebook for all the latest!

We’re at the time of year where you’ll see people posting a recap of 2024, hosting vision board parties, and sharing their 2025 new year resolution ideas. But, we don’t think you should follow any more viral trends just because other people are excited about them. Instead, we have 30 word of the year ideas that’ll help you make more intentional choices in 2025.

How to figure out which "Word of the Year" idea resonates with you:

Brit + Co

Usually we’re guilty of writing down a ton of goals that we abandon before the new year ends. Why? Studies show that only 28% of people actually get through their list (via Pew Research Center). But, next year can be different if you're willing to let go of the surface level idea of marking through a checklist just for the sake of doing so.

There's no rush to find the 'perfect' word that sets the tone for 2025. No, this is about going within to ask yourself what you need to have a peaceful or fulfilling life. The only word you won’t see on this list is manifestation because you’ll already be doing that by working on things that align with whatever you choose.

Ready to find the ones that’ll jumpstart the rest of a beautiful life? Scroll through for the best inspiration you'll come across before 2025.

Brit + Co

Questions To Ask Yourself Before Choosing Your Focus Words

It's easy to hone in on words just because they catch our eye, but 2025's all about making intentional choices. The best way to pick themes that align with how you feel is to lean into self-reflection. You can ask yourself prompts like:

  • What did I absolutely love about 2024?
  • What lessons did I learn about friends or dating?
  • Did I stick to a budget or achieve other money goals?
  • Was I stressed a lot this year? If so, why?
  • Will I renew my lease or do I plan to move in 2025?
  • How do I want to feel in my body?
  • Am I following negative social media accounts?
  • Do I finally want to join a book club in 2025?

Brit + Co

Travel-Inspired Word Of The Year Ideas

  • Wander
  • Escape
  • Journey
  • Adventure
  • Horizon

Brit + Co

Wellness Word Of The Year Ideas

  • Refresh
  • Bloom
  • Healing
  • Nourish
  • Self-Care

Brit + Co

Uplifting Word Of The Year Ideas

  • Empowered
  • Hopeful
  • Peace
  • Love
  • Joy

Brit + Co

Relationship-Focused Word Of The Year Ideas

  • Kindness
  • Community
  • Compassion
  • Honesty
  • Trust

Brit + Co

Career-Focused Word Of The Year Ideas

  • Adaptable
  • Exploration
  • Creativity
  • Growth
  • Resilience

Vlada Karpovich

Home-Focused Word Of The Year Ideas

  • Safety
  • Family
  • Relaxation
  • Comfort
  • Stability

KoolShooters

Self-Love Word Of The Year Ideas

  • Embrace
  • Courage
  • Gratitude
  • Intuition
  • Balance

You deserve to focus on what you really want without feeling pressured by society or making fear-based decisions.

Subscribe to our newsletter for more new year resolution ideas!

It's almost time to return to Cousins! The Summer I Turned Pretty season 3 is coming this summer, and Prime Video just gave us a first official look at Belly, Jeremiah, and Conrad. The new episodes will open at the end of Belly's freshman year of college, and in addition to seeing the evolution of our favorite characters, author and co-showrunner Jenny Han says "there are going to be surprises" in the final season. Eek!

Here's your first look at Lola Tung, Gavin Casalegno, and Christopher Briney in The Summer I Turned Pretty season 3, coming to Prime Video July 2025!


Jenny Han says 'The Summer I Turned Pretty' fans are in for a few surprises.

Erika Doss/Prime Video

"There are the things that [fans] know and then there are things they think they know, and then there's going to be, hopefully, things that surprise them," Jenny Han tells Entertainment Weekly. Listen, I am a very proud member of Team Conrad, and seeing how cozy Belly and Jeremiah are in these pics (not to mention the set leak that's definitely not in the third book), I'm starting to wonder if Prime Video is teasing I should switch teams.

But no matter which team you're on, Lola Tung promises the season won't let you down.

Team #JellyFish will get their time this season.

Erika Doss/Prime Video

"The one thing I've always admired about Jenny is that every season and every decision about what's coming next is purely to serve the story," Lola says. "She's never going to do anything that doesn't make sense for the story. It's all about this beautiful world she's created and giving the fans something really, really special and giving us something really special to work with."

And that includes some sweet moments which Jeremiah and Belly, who "are, at their core, best friends," Lola adds. "That relationship is something that's so special and so unique to them, so it's exciting to see this season and how their relationship blossoms."

And 'The Summer I Turned Pretty' images also feature Conrad.

Erika Doss/Prime Video

But don't worry Conrad fans, we also get a look at the elder Fisher brother who "we know that he went to Stanford, and so he's continuing on his journey to become a doctor, as you can see from that white coat," Jenny says. "I think people won't be surprised to see that."

Keep reading for more images from The Summer I Turned Pretty season 3!

Erika Doss/Prime Video

Jenny Han also teases this image is actually a flashback, "so do with that what you will." BRB, I'm off dreaming of a beach vacation. I also can't help but point out the warm color grade of this season! The golden look makes everything feel warmer and more magical — and offers a youthful glow as Belly gets older.

Erika Doss/Prime Video

But for those of us who care more about Steven and Taylor (Sean Kaufman and Rain Spencer) than the main love triangle, we got this single crumb from the new images. And I'm more than happy about it, thank you very much.

Erika Doss/Prime Video

Belly (Lola Tung) gets cozy on campus in a hoodie and sunglasses.

Erika Doss/Prime Video

And Belly and Jeremiah (Gavin Casalegno) get cozy with each other at a party.

Erika Doss/Prime Video

But they work as hard as they play! I have this exact outfit Belly's wearing, and you best believe I'm adding it into my fashion rotation.

How many episodes will The Summer I Turned Pretty season 3 have?

Erika Doss/Prime Video

Great news! The Summer I Turned Pretty season 3 will have 11 episodes instead of 7 or 8 like seasons 1 and 2 did. Stay tuned for the official release schedule.

Who's in the cast?

Prime Video

The Summer I Turned Pretty season 3 cast features all your favorites:

  • Lola Tung as Belly Conklin: a beach-loving volleyball player who's always dreaming of summer.
  • Christopher Briney as Conrad Fisher: Belly and Steven's lifelong friend who Belly's always had a crush on.
  • Gavin Casalegno as Jeremiah Fisher: Conrad's sunny younger brother.
  • Sean Kaufman as Steven Conklin: Belly's older brother.
  • Rain Spencer as Taylor Jewel: Belly's best friend.
  • Jackie Chungas Laurel Park: Belly and Steven's mom and Susannah Fisher's best friend.

Meet The Summer I Turned Pretty Season 3 Cast before the new episodes air on Prime Video this July!

We're past the point where a mid-year reset has come and gone, but leave it to the internet to find another wellness trend to highlight. This time, a focus on zeroing in on your 'winter arc' has become an EOY focal point, ushering in more calls to essentially make the most of 2024. But, what does that mean and is it even worth stressing out about if trends feel triggering?

I asked psychologist Dr. Ilana Lane, Ph.D., founder of Wellness Lane Psychological Services, to help break down the meaning of the 'winter arc' trend. She said, "First, we as humans can often engage in a pattern of thinking called 'all-or-nothing thinking,' which can become even more prominent at this time of year due to all of the external messages about 'new year, new me,'" she says.

So, whether you're curious about what the winter arc challenge is, whether you should join it, or if there are other things you can focus on before 2025, here's everything you need to know about it.

Get clued in about what the winter arc challenge is — and what you can do if it's triggered your FOMO!

I keep hearing about the winter arc challenge, but what is it?

Yan Krukau

According to TODAY, influencer Carly Bergesshared a viral video talking about the trend at the end of September. Her TikTok platform is all about taking steps to improve yourself, hence why she emphasized the winter arc's goal of inspiring people to not slack off their goals just because the year is ending. It's meant to cover the time between October 1 and January 1 — approximately 90 days, or the length of time it takes to form a habit.

Dr. Lane says the winter arc "encourages people to 'lock in' on self-improvement goals for the last few months of the year." That sounds like setting new years resolutions right? I thought so too, but she says this challenge or trend aims to help people "be their best selves." It feels more specific, which makes all the more it intriguing.

Thirdman

"In terms of the winter arc, an example of this may be someone reflecting on their year thus far and thinking how they 'didn't accomplish anything' because they didn't lose the 20 pounds they had hoped to lose, and thus they may completely lose sight of the things that they DID accomplish over the year," she adds. The examples she gives are:

  • Successfully starting an exercise routine
  • Cooking more meals at home
  • Opting to order out less
  • Accomplishing things unrelated to goals

5 Ways You Can Embrace The Winter Arc In 2025!

1. Get An Adequate Amount Of Rest

cottonbro studio

We've already dug into sleepmaxxing and it's benefits, so we think this is definitely one of the ways you can optimize your winter arc. Not only does it involve getting at least 7 hours of sleep each night, but there's an emphasis on making sure your bedtime routine and sleep environment are also promoting something positive. This means everything from limiting your screen time before bed to keeping your room cool at night.

Dr. Lane says, "Try to view rest as a choice that's aligned with your values rather than as a sign of laziness. Use this time of year as an opportunity to reconnect with whatever matters most to you, whether that's family, time for self-reflection, etc."

2. Eat A Balanced Breakfast

Nathan Cowley

If this sounds simple, it's because it is. How many times have you skipped breakfast this year only to find yourself with a raging migraine around lunch time? PIedmont Healthcaresuggests that foregoing meals can lead to "low blood sugar," causing us to eat more things that aren't healthy. Even if you're in a hurry, try to at least eat breakfast that includes fruit and fiber.

3. Practice Gratitude

Cup of Couple

Gratitude journaling is one of the things we love talking about at Brit + Co. It's something we've been relying on when things get rough and it's a good thing because Dr. Lane suggests living in a state of gratitude. "Research shows that taking a few moments to reflect on specific things you are grateful for can have a profound impact on your overall mental health and well-being," she says.

When everyone's talking about everything they've achieved in 2024, she believes "it's easy to have FOMO and/or feel like we aren't doing 'enough,'" but "a daily gratitude practice can shift the focus to what IS going well in your life and help you to be more present with that." How does she suggest you practice gratitude?

  • "Write down 3 good things that happened at the end of the day everyday, as well as why those things happened (the WHY is important as it often allows you to give yourself credit for the meaningful/impactful things you've done). You can even extend this more broadly and reflect on good things that happened over the past year and why those things happened."

4. Find Something To Enjoy Everyday

Anna Tarazevich

It doesn't take much to find something to be upset about everyday. It actually feels like our brains look for it. But, Dr. Lane wants you to try to retrain your mind so you're not focusing on everything that went went wrong in any given day. "Be mindful of savoring enjoyable parts of your day-to-day-routine. This could include things like savoring a warm cup of tea, walking in nature, or journaling at the start or end of the day." Even if someone cut you off in traffic, your favorite Starbucks order will likely make you forget about the small infraction

5. Set Small, Meaningful Goals

Kaboompics.com

Even though you may be looking to have your shot at having a winter arc, you don't have to set huge goals just because someone else is. "Instead of aiming for big year-end milestones, focus on small, purposeful actions that are aligned with your values, like 'spend 10 minutes in silence' or 'call someone who brings me joy,'" Dr. Lane encourages. As far as we see it, achieving goals that matter to you means you've probably already been having a winter arc without naming it.

Tiffany Bui

The official winter arc challenge timeline is almost over, and I have FOMO!

Okay, take a deep breath. You're not behind because you've never heard of this trend and feel like you're missing out on something. "As a psychologist who specializes in burnout, I have often seen firsthand the negative impacts that our self-improvement culture can have on people's overall well-being," states Dr. Lane.

From her POV, ignoring the winter arc trend may be better for you because it's a way of "protecting your energy." The call to move away from hustle culture is real with Dr. Lane saying the winter arc "can pressure people into unnecessary busyness, draining energy that could be better spent resting or connecting with loved ones."

Andrea Piacquadio

Also, it's possible that you're not 100% on board with the winter arc trend. "What works for others may not align with your personal priorities or values — and that's okay," she adds. In this day and age, she feels "it can be empowering to decide what truly serves you versus going along with a popular trend."

If you don't feel energized right now, you don't have to pretend you're in the mood to improve yourself weeks before the new year arrives. According to Dr. Lane, "Winter is a natural time for reflection, restoration, and stillness." While you shouldn't be telling yourself that you'll rest when you're dead, she's adamant about you getting as much rest as you need."Rest isn't just an option — it's essential for overall well-being and entering the new year with clarity."

Pavel Danilyuk

Should you feel anxious about missing the majority of the winter arc's timeline, here's what Dr. Lane says you can do:

  • Try Breathwork: Simple techniques like 4-7-8 breathing (inhale for 4 seconds, hold for 7, exhale for 8) can calm the nervous system in just a few minutes.
  • Engage the Senses: Use grounding exercises like the 5-4-3-2-1 method (naming five things you see, four you can touch, three you hear, two you smell, and one you taste). These can bring you back to the present moment.
  • Prioritize Restorative Routines: Focus on activities that recharge your system, like consistent sleep, gentle movement, time outdoors, or unplugging from screens in the evening.
  • Set Boundaries: There are so many demands and expectations on our time, attention, and energy this time of year - both from the outside world and from ourselves. I recommend being intentional around your boundaries for this time of year and even writing them down. This could include things like the amount of time you'll stay at certain social events, events/requests that you will plan to say "no" to, etc. Planning these things in advance can help you feel more empowered to stick to the plan if/when these things come up
  • Reflect Without Judgment: Instead of dwelling on what didn’t go as planned this year, acknowledge the lessons learned and focus on what you did achieve or overcome.
  • Celebrate Small Wins: Recognize the small joys or successes from the year—whether it’s navigating a tough season, prioritizing self-care, or simply making it through.

Sign up for our newsletter for more EOY wellness tips!

1923 season 2 premieres on Paramount+ February 23, and Michelle Randolph (who plays Elizabeth Dutton in the cast) is "so excited" for you to watch the new episodes — and she's been keeping up with all your fan theories!

"There are some crazy ones. I feel like the biggest fan theory thing is the family tree," she tells Brit + Co exclusively. "I've seen many different family trees and so it's like, 'OK, which one's accurate?' I actually drew my own at one point."

Here's what Michelle Randolph had to say about 1923 season 2, and the Dutton family tree, in Brit + Co's exclusive 1923 interview.

Michelle Randolph teases '1923' season 2 finally gives us answers to the Dutton family tree.

By the end of season 2, Michelle Randolph says "we might be able to fill in some blanks" in the Dutton family tree, which is a very hot topic for internet users! "I had to make my own [family tree] because all of the ones I saw on the internet were like — every single one was different. I was like 'I'm confused.'"

The Dutton family is made up of incredible cast members like Brandon Sklenar, Harrison Ford, and Helen Mirren, and Michelle reveals that the cast are just as close as their characters.

"There's a giant group chat called Giddy Up, which started during cowboy camp of season one," she says. "A cute little name, and I think I mean we all were on location in Montana and all in the same hotel, and we would get dinners after [filming], so I think even though our characters are very different and in different story lines like we all really did bond, which was really helpful to have each other throughout the chaos of of shooting a show."

The actress also says Elizabeth would connect with her 'Landman' character Ainsley.

Frazer Harrison/Getty Images

And if you're a tried and true Taylor Sheridan fan, you've probably picked up on the fact that Michelle isn't just in 1923 — she also has a starring role as Ainsley Norris in Landman! But would Elizabeth and Ainsley get along if they met in an alternate universe?

"That would be a fun thing to witness. I think they would," she says. "They're very different, but the similarities between them is they're both young women who are finding their place in this world and I think that they both actually look at the world through very bright eyes and have a lot of hope, which is an interesting correlation between the two of them. I think Elizabeth has gone through so much more than Ainsley obviously, so there might be a difference there, but I think they would get along."

Check out the 8 Compelling Historical Fiction Books For 1923 Lovers and read our interview with Julia Schlaepfer where she teases the Spencer and Alex's future.

This interview has been edited for length and clarity. And this post has been updated.

Leaders in the matcha industry are predicting a matcha shortage this spring. Sparked by a huge surge in demand, it’s possible that your go-to drink could be affected.

Here’s everything you need to know about this season’s matcha shortage.

Nataliya Vaitkevich / PEXELS

Per The Japan Times, increased demand for matcha powder put an “unprecedented strain” on the tea industry last year, and the same effect is predicted to take place in 2025.

According to the Ministry of Agriculture, Forestry and Fisheries, Japan saw a 185% increase in matcha production from 2010 to 2023 in order to keep up with demand from cafes and home baristas around the world, The Japan Timesreports.

Cup of Couple / PEXELS

Seeing that over half of Japan’s matcha is exported internationally, matcha lovers are looking toward the country for their green tea fix. Search interest for matcha has nearly quadrupled over the past 5 years, and it shows no sign of slowing down.

Olena Bohovyk / PEXELS

This year, mostly organic matcha strains will be affected by the shortage, though lower-grade varieties could face the same issues if consumers begin reaching for them in favor of organic offerings. While top-tier, organic strains like ceremonial-grade matcha are known for being sweeter and smoother, the lower-grade kinds like culinary-grade matcha are noticeably more bitter and don't have the same vibrant color.

Charlotte May / PEXELS

Matcha can only be harvested in the springtime, so though a shortage may be happening now, there’s hope for increased supply in the near future. This year’s harvest will start in April.

Polina Tankilevitch / PEXELS

Even though production will ramp up, Jason Eng of Kametani Tea in Japan, a company that produces matcha for beverage companies around the world, says: “This year will be an interesting one. We haven’t hit a point yet where we’re going to run out, but it’s going to be really tight this autumn – not just for us but for everybody. The demand is off the charts.”

Subscribe to our newsletter for more food news!