Japan’s tea industry needs to be far more assertive about what makes it special, says David Fickling for Bloomberg Opinion. SYDNEY: If you think it’s hard work selling coal to Newcastle or ice to an Inuit, how about selling matcha to Japan? That’s what China is hoping to achieve, as the biggest tea producer spots an opportunity in the worldwide craze for putting Japan’s richly-flavored green tea powder into everything from lattes and cookies to cheesecake and KitKats. Japanese public