Matcha Mania: Global Demand Creates Shortages in Japan

Matcha Mania: Global Demand Creates Shortages in Japan Japan, the birthplace of matcha, is facing an unexpected challenge: a global surge in demand for this vibrant green tea has outpaced production, leading to shortages and price increases. The Ministry of Agriculture, Forestry and Fisheries (MAFF) reports a threefold increase in matcha production since 2010, jumping from 1,471 tons to 4,176 tons in 2023. Exports have also skyrocketed, reaching almost 9,000 tons last year. "The world's thirst for matcha is incredible," says a spokesperson for a Kyoto tea farm, explaining the unprecedented demand. "We've had to limit sales per customer to ensure everyone has access." This surge in popularity is attributed to several factors. Matcha's vibrant green color makes it highly photogenic, fueling its popularity on social media. Its health benefits, rich in antioxidants, also contribute to its appeal. Furthermore, matcha is no longer confined to traditional Japanese tea ceremonies; it's now a versatile ingredient found in everything from lattes and ice cream to cookies and cakes. While the increased production is impressive, it's not enough to meet the global demand, highlighting the challenges of balancing tradition with the pressures of a rapidly expanding market. The situation underscores the delicate balance between cultural heritage and global consumer trends.