The global craze for matcha, the vivid green powdered tea from Japan, is sweeping across continents — from Starbucks’ lattes in London to doughnuts in Singapore. The sharp rise in demand is being fuelled by social media platforms, where influencers post brewing techniques, product reviews, and aesthetic recipes under hashtags like “Matcha Tok”, which has already garnered tens of millions of views.
This surging popularity is also riding the wave of Japan’s post-pandemic tourism revival. The weakened yen has attracted tourists and simultaneously boosted interest in Japanese goods, especially matcha. For many international visitors, a trip to Japan now includes purchasing the prized green tea from local shops — often leading to emptied shelves by midday.
Lauren Purvis, founder of US-based Mizuba Tea Co., reports that supplies which previously lasted a month are now depleting within days. “Some cafes are even asking for a kilo of matcha a day. They’re desperate to keep up,” she says. But meeting this demand is becoming increasingly difficult, as climate change and geopolitics pose serious challenges.
Matcha production is an intricate and centuries-old craft. The tea is derived from tencha leaves, shaded for several weeks before harvest to enhance its signature umami flavour. Once picked, the leaves are carefully dried and stone-ground into a fine powder — a process that yields just 40 grams an hour.
However, recent heatwaves have damaged crops, particularly in Kyoto, which produces around a quarter of Japan’s tencha. Compounding the issue is Japan’s ageing farming population, with fewer young people entering the profession. As a result, supply is faltering just as global interest is peaking.
Retailers in cities like Uji, known for premium matcha, are rationing sales, limiting customers to one tin each. Chazen, a Tokyo-based tea ceremony chain, has seen matcha prices rise by about 30% this year. Tea masters now monitor inventory closely as shipping delays stretch beyond a week.
The rush to buy has also prompted some to hoard or resell matcha at inflated prices. Advocates and traditionalists are calling for more mindful consumption. Atsuko Mori, director of Kyoto’s Camellia Tea Ceremony, says it is “a bit sad” to see high-grade matcha used in lattes or desserts where its subtle flavour is lost.
The Global Japanese Tea Association is urging people to reserve premium matcha for traditional tea ceremonies and instead use lower-grade varieties for cooking or commercial drinks. They warn that ongoing US tariffs, including a newly announced 15% tax on Japanese imports, could further inflate prices. Distributors like Purvis are concerned. “There is no US-based matcha industry to protect,” she argues, calling for an exemption for specialty teas.
Despite the pressure, matcha exports continue to rise — nearly tripling in production from 2010 to 2023, with Japan’s green tea exports reaching ¥36.4 billion last year. While some experts expect prices to remain high in the short term, others believe the boom will gradually stabilise.
Masahiro Nagata, co-founder of the Matcha Tokyo café chain, predicts that inflated prices for lower-grade matcha may not be sustainable. “Demand is growing rapidly, but we think that will calm down in two to three years,” he says.
For now, matcha remains not only a global trend but also a cultural ambassador — its rising popularity introducing millions to the refined traditions and craftsmanship of Japanese tea.
