Osmond Chia
BBC News Business Reporter
Getty Images
The matcha fanaticism is sweeping the world. From Starbucks’ latte in the UK to Krispy Kreme Donuts in Singapore, bright green Japanese tea can be found.
The global matcha craze is driven by social media, with influencers sharing brewing tips, comments and recipes. The “Matcha” tab has listed tens of millions of views.
The increasing popularity of matcha is also linked to the pandemic tourism boom in Japan, where the country’s weak currency has made it an attractive destination and has strengthened demand for Japanese goods.
In the hype, demand for powder soared. Lauren Purvis, a U.S.-based tea importer, told the BBC that her clients are seeing monthly supply of matcha for days.
“Some cafes even ask for a kilogram a day. They are desperate to keep up,” said Ms. Purvis, who runs Mizuba Tea Co.
But this surge in demand, coupled with smaller tea crops, also raised the price of matcha due to heat waves and U.S. tariffs from Japan.
By Mizuba Tea Co.
Lauren Purvis runs a matcha company called Mizuba Tea Co Co
Traditionally, matcha is sought for health benefits, caffeine and flavors – a product of hundreds of years and highly specialized processes.
It is made from green tea leaves called Tencha, which remain in the shadow for weeks while still growing. This step is crucial to developing the tea’s signature “umami” flavor, a salty flavor that complements its natural sweetness.
Harvested using a stone factory, dry and grind into powder, only 40 grams (1.4 ounces) per hour.
But in recent months, growers have struggled as record heat waves attract crops.
In the Kyoto area, about a quarter of Japanese tencha comes from there, and even if demand soars, the hot weather leads to poor harvests.
As the population ages, the country also faces a shortage of farmers, and young people are not entering the industry.
Uji's shops are a city in Kyoto known for Matcha, and are often emptied by tourists immediately after the door is open.
As a result, many retailers set limits on how many customers can purchase.
The Kyoto-based camellia tea ceremony left customers with only one can of matcha, while the number of visitors doubled last year, and the number of visitors doubled.
Tea Master Rie Takeda said she also has to monitor Matcha’s stock closely, as orders that previously arrived in a few days can now take more than a week.
She works for Chazen, a tea ceremony chain in Tokyo, which hosts traditional rituals to provide guests with matcha.
The shortage means that tea prices at Chazen's sales site have risen by about 30% this year.
“[The demand] Ms Takeda said through the translator: “This is a great message. This is the gateway for more people to learn about Japanese culture.”
It also attracts more growers.
According to data from Japan's Ministry of Agriculture, between 2010 and 2023, the production of matcha was almost twice as high.
It also said that green tea exports, including matcha, also rose 25% last year to 36.4 billion yen (£180 million; $250 million).
Tasting, not hoarding
The matcha craze has sparked a campaign to promote more attention-oriented consumption.
Advocates call up people they think homa or profit from its popularity. Others urge drinkers to be cautious about how much they use and taste matcha in the purest form rather than as an ingredient in the recipe.
Ms. Mory said it was “slightly sad to see the fine matcha used in cooking – often exuding a delicate flavor – or stored for resale.
“Matcha is the tallest tea and it's so special to us. So when I hear stories about how it's resold or used in food, there's something conflicting.”
By Camellia
Matcha is used in traditional Japanese tea rituals
The Global Japan Tea Association encourages people to use the low-grade matcha that they later harvest, which is richer and more suitable for cooking.
It adds that high-end matcha usually loses its delicate flavor when using beverages like lattes.
“Increasing awareness of these differences helps ensure respect for Japanese tea while supporting the craft and tradition behind it,” the association said.
It also said that the price of matcha may rise further due to U.S. tariffs imposed on Japan.
On Tuesday, Washington and Tokyo announced a trade deal that means a 15% import tax on Japanese products entering the United States.
Matcha distributors like Ms. Purvis are making an impact. The Oregon-based entrepreneur said orders surged more than 70% ahead of the deadline for the two countries to reach a trade deal.
“Since Japanese tea is not grown in the United States, there is no U.S. industry that threatens to protect,” she said. “We hope to realize that specialty tea should be exempt.”
Even with soaring demand and limited supply pushing up prices, there are some lights.
At least one Matcha cafe chain believes future prices may be convenient for some time.
Masahiro Nagata, co-founder of Masa Tokyo, told the BBC: “Low-quality matcha is sold at a high price, and we think it will no longer be a viable business.”
“There is a boom right now and demand is growing rapidly, but we think that will calm down in two to three years.”