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Matcha has become an instant element thanks to social media, but increased demand causes an unprecedented supply to the point where the scalp has been powdered to see green tea.
Traditionally used for ceremonial purposes, Matcha now revolves from lots to desserts. This powder is considered as a “clean caffeine” alternative to coffee, and its light green with younger consumers is looking for food and drinks that appear on Tiktok and Instagram.
The MATCHA market produced $ 478.8 million in 2024 and is expected to reach $ 762.6 million by 2030 by 2030. According to the NilseniQ data listed by the Associated Press, the sale of tea powder retail has increased by 86 % for the past three years.
But since Matcha Mania reaches new heights of dizziness, Japanese farmers – where tea has been historically produced – are trying to continue. A record -breaking heat wave, agricultural agricultural population, and high quality complicated production process have led to significant supply shortages and increase explosives in prices.
“What many do not know is that Matcha is just about 7 % of the total tea production in Japan,” said Peter Gogi, head of the US Tea Council. “One of the reasons is that Matcha processing is accurate and requires special equipment and process.”
According to the International Tea Committee, Matcha from Tencha, a shadow leaf, which is very prone to climate change, is made. The heat and drought in Japan has now led to smaller harvesting than expected this year, which is unlikely to reduce consumers’ thirst for Mata.
ITC, citing JA Kyoto data, said TENCHA transactions in Kyoto rose between 2024 and 2025 265 %. Tariff 15 % of the Trump administration on Japan’s imports has also raised prices in the United States, where some café owners are waiting for the Matcha Balloon from one to two months to six months.
The lack of supply has also led to another unexpected problem – scalpters. With the encouragement of high prices, unauthorized sellers are massively buying for sale with higher premiums or lower quality market floods.
“This is a little surreal. This is a little surreal. This is not what I guess it happens three or four years ago, where people are moving,” said David Lavchia, a CEO of the United States from Japanese tea and tea.
Many MATCHA suppliers create purchase restrictions. Marukyu Koyamaen, a renowned 300 -year -old Mattha producer, released a list of unauthorized sellers this summer, many of which are sold through social media.
Given this unprecedented demand, many farmers in Japan have changed from the production of other teas instead. Other tea -producing countries, such as China, Kenya and India, are also rushing to market and increase Matcha production.
But according to IPPODO TEA, a top producer who has raised its top yarn for 53 % lasts five years after planting a new tree before planting a new tree.
Matcha is the cornerstone of the Japanese tea ceremony and the highest grade powder often needs to choose the best and most pleasant leaves. Increasing production from other areas could help meet the demand for low -grade matchas used in the lots and desserts, without pressing high quality product, which means “more focused in a field”.
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