Matcha is taking the world by storm—found in everything from coffee shop lattes to gourmet desserts! This vibrant Japanese green tea is capturing hearts and taste buds, fueled by social media influencers sharing recipes and brewing tips. The hashtag “Matcha Tok” has gone viral with millions of views, making this tea a hot trend.
The growing love for matcha coincides with Japan’s tourism revival post-pandemic, attracting visitors eager to explore Japanese culture and cuisine. This rising demand is evident, as tea importers like Lauren Purvis report that monthly stockpiles are depleting within days—some cafes even order a kilo daily just to keep pace.
But it’s not all green pastures; heatwaves and U.S. tariffs are leaving growers struggling. Kyoto, a hub of matcha production, has been hit hard, leading to poorer harvests. With fewer farmers tending to the tea fields, limited supply means that many shops are now capping sales, ensuring that customers don’t snap up all the matcha before the business day even starts.
As matcha prices climb, some retailers have reported a staggering 30% increase this year. Tea ceremonies, a cherished tradition, are adapting to these changes too. As tea master Rie Takeda states, while it’s great that more people are learning about Japanese culture through matcha, the concern over stockpiling is real.
To combat the hoarding trend, the Global Japanese Tea Association encourages mindful consumption, promoting lower-grade matcha for cooking and other uses. They emphasize appreciating the true essence of high-grade matcha rather than using it as an ingredient in lattes or desserts, where its unique flavor often gets lost.
Meanwhile, potential tax increases from U.S. tariffs on Japanese imports threaten to raise prices even more, leaving distributors like Lauren on edge. The market may stabilize in a couple of years, but for now, the matcha craze continues to sweep through shops and cafes, piquing interest in Japanese tea traditions while testing the limits of supply. Would you rather sip or stockpile?
The growing love for matcha coincides with Japan’s tourism revival post-pandemic, attracting visitors eager to explore Japanese culture and cuisine. This rising demand is evident, as tea importers like Lauren Purvis report that monthly stockpiles are depleting within days—some cafes even order a kilo daily just to keep pace.
But it’s not all green pastures; heatwaves and U.S. tariffs are leaving growers struggling. Kyoto, a hub of matcha production, has been hit hard, leading to poorer harvests. With fewer farmers tending to the tea fields, limited supply means that many shops are now capping sales, ensuring that customers don’t snap up all the matcha before the business day even starts.
As matcha prices climb, some retailers have reported a staggering 30% increase this year. Tea ceremonies, a cherished tradition, are adapting to these changes too. As tea master Rie Takeda states, while it’s great that more people are learning about Japanese culture through matcha, the concern over stockpiling is real.
To combat the hoarding trend, the Global Japanese Tea Association encourages mindful consumption, promoting lower-grade matcha for cooking and other uses. They emphasize appreciating the true essence of high-grade matcha rather than using it as an ingredient in lattes or desserts, where its unique flavor often gets lost.
Meanwhile, potential tax increases from U.S. tariffs on Japanese imports threaten to raise prices even more, leaving distributors like Lauren on edge. The market may stabilize in a couple of years, but for now, the matcha craze continues to sweep through shops and cafes, piquing interest in Japanese tea traditions while testing the limits of supply. Would you rather sip or stockpile?
