The Matcha Trend

Japanese warehouses empty in matcha boom

Matcha tea is more popular than ever, but high demand, US tariffs on Japan and heat waves are leading to smaller harvests and higher prices. The BBC reports.

In recent months, growers have struggled as record heat waves have hit crops. About a quarter of Japan's tencha, the green tea leaves from which matcha is made, comes from the Kyoto region, where harvests have been poor.

In the city of Uji, several stores have set limits on how much customers can buy, often one jar per person. At the same time, Japan is facing a shortage of farmers as the population ages. Not enough young people are entering the industry.

The Global Japanese Tea Association has expressed dissatisfaction with matcha being used incorrectly and high-quality powder being used in cooking, where they instead recommend a lower-quality product.

Matcha's popularity is skyrocketing

The global matcha trend is a fact and it is driven by social media, writes the BBC. Influencers share tips and recipes for various green drinks and pastries under the slogan "Matcha tok" which has received tens of millions of views.

The popularity can also be linked to the growing tourism in Japan after the pandemic. The country's weak currency makes it more attractive for tourists to travel to the country and buy Japanese goods.

American tea importer Lauren Purvis tells the BBC that what used to be a month's supply of matcha now runs out in a few days.

- Some cafes are even asking for a kilo a day. They are desperate, she says.