Matcha Madness: A Global Thirst That’s Draining Supplies

As matcha fever takes over globally, especially among younger consumers, the tea's limited production capacity and climate challenges have created significant supply issues. Retailers are adjusting to unprecedented demand, with some consumers being limited in their purchases.

Matcha mania is sweeping across the globe, infiltrating menus everywhere from high-end cafes to fast-food chains. The vibrant green tea has gained popularity through its widespread presence on social media platforms, where influencers share brewing techniques, recipes, and reviews. The hashtag "Matcha Tok" has amassed millions of views, reflecting a burgeoning interest in the tea.

This growing enthusiasm for matcha has been further propelled by a post-pandemic tourism revival in Japan. The country's weakened currency has made it a desirable travel destination, leading to increased demand for Japanese products, particularly matcha.

However, the soaring global demand for matcha has outpaced supply, causing significant strain on producers. Lauren Purvis, an importer from Mizuba Tea Co. in the US, reveals that her clients now experience what was previously a month’s supply dwindling within days. Some cafes are placing daily orders for up to a kilogram of matcha to keep their offerings available.

Traditionally, matcha is crafted from tencha leaves that undergo a meticulous growing and harvesting process involving shading and grinding with stone mills. This production method, which yields a mere 40g of matcha per hour, has become increasingly difficult due to climate change. In Kyoto, a major growing region, extreme heat has compromised harvests just as demand spikes. Additionally, Japan faces a shortage of new farmers entering the sector, exacerbating the issue.

Shops in Uji, known for its matcha, often find their shelves emptied by eager tourists, prompting retailers to impose restrictions on purchases. Camellia Tea Ceremony in Kyoto, for instance, limits buyers to just one tin of matcha due to doubled visitor numbers in the past year. Similarly, Rie Takeda of Chazen, a tea ceremony chain, has noticed a delay in receiving supplies, with prices increasing by 30%.

The rising demand, while beneficial, has also raised concerns about the respect and care attributed to this high-quality tea. Advocates are cautioning against hoarding and urge consumers to appreciate matcha in its purest form rather than relegating it to cooking or stockpiling. The Global Japanese Tea Association emphasizes the importance of using lower-grade matcha for culinary purposes to maintain the integrity of high-grade varieties.

Prices are expected to climb further due to new US tariffs on Japanese goods, with a 15% import tax recently agreed upon in a trade deal between Washington and Tokyo. Matcha distributors like Purvis are preparing for potential fallout as tariffs could further affect supply. Despite the challenges, hope remains for future price stabilization as market conditions evolve. Masahiro Nagata of Matcha Tokyo suggests that the current boom may be temporary, and that the market could normalize within the next few years as demand stabilizes.

With matcha's global prevalence surging, a balance between respect for tradition and mindful consumption becomes increasingly crucial for preserving this valued beverage.