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Malay Mail
5 hours ago
- Business
- Malay Mail
Matcha mania is real — and Japan's running out of leaves
LOS ANGELES, June 26 — At a minimalist Los Angeles matcha bar, powdered Japanese tea is prepared with precision, despite a global shortage driven by the bright green drink's social media stardom. Of the 25 types of matcha on the menu at Kettl Tea, which opened on Hollywood Boulevard this year, all but four were out of stock, the shop's founder Zach Mangan told AFP. 'One of the things we struggle with is telling customers that, unfortunately, we don't have' what they want, he said. With its deep grassy aroma, intense colour and pick-me-up effects, the popularity of matcha 'has grown just exponentially over the last decade, but much more so in the last two to three years,' the 40-year-old explained. It is now 'a cultural touchpoint in the Western world' — found everywhere from ice-cream flavour boards to Starbucks. This has caused matcha's market to nearly double over a year, Mangan said. 'No matter what we try, there's just not more to buy.' Thousands of miles (kilometres) away in Sayama, northwest of Tokyo, Masahiro Okutomi — the 15th generation to run his family's tea business — is overwhelmed by demand. This picture taken on June 4, 2025 shows bags of tea in a tea processing factory in Sayama. — AFP pic 'I had to put on our website that we are not accepting any more matcha orders,' he said. Producing the powder is an intensive process: the leaves, called 'tencha,' are shaded for several weeks before harvest, to concentrate the taste and nutrients. They are then carefully deveined by hand, dried and finely ground in a machine. 'Long-term endeavour' 'It takes years of training' to make matcha properly, Okutomi said. 'It's a long-term endeavour requiring equipment, labour and investment.' 'I'm glad the world is taking an interest in our matcha... but in the short term, it's almost a threat — we just can't keep up,' he said. The matcha boom has been fuelled by online influencers like Andie Ella, who has more than 600,000 subscribers on YouTube and started her own brand of matcha products. At the pastel-pink pop-up shop she opened in Tokyo's hip Harajuku district, dozens of fans were excitedly waiting to take a photo with the 23-year-old Frenchwoman or buy her cans of strawberry or white chocolate flavoured matcha. 'Matcha is visually very appealing,' Ella told AFP. To date, her matcha brand, produced in Japan's rural Mie region, has sold 133,000 cans. Launched in November 2023, it now has eight employees. 'Demand has not stopped growing,' she said. In 2024, matcha accounted for over half of the 8,798 tonnes of green tea exported from Japan, according to agriculture ministry data — twice as much as a decade ago. Masahiro Okutomi working at his farm in Sayama city of Saitama Prefecture. — AFP pic Tokyo tea shop Jugetsudo, in the touristy former fish market area of Tsukiji, is trying to control its stock levels given the escalating demand. 'We don't strictly impose purchase limits, but we sometimes refuse to sell large quantities to customers suspected of reselling,' said store manager Shigehito Nishikida. 'In the past two or three years, the craze has intensified: customers now want to make matcha themselves, like they see on social media,' he added. Tariff threat Anita Jordan, a 49-year-old Australian tourist in Japan, said her 'kids are obsessed with matcha.' 'They sent me on a mission to find the best one,' she laughed. The word matcha means ground tea in Japanese, and comes in the form of a vivid green powder that is whisked with hot water and can be added to milk to make a matcha latte. — AFP pic The global matcha market is estimated to be worth billions of dollars, but it could be hit by US President Donald Trump's tariffs on Japanese products — currently 10 per cent, with a hike to 24 per cent in the cards. Shortages and tariffs mean 'we do have to raise prices. We don't take it lightly,' said Mangan at Kettl Tea, though it hasn't dampened demand so far. 'Customers are saying: 'I want matcha, before it runs out'.' At Kettl Tea, matcha can be mixed with milk in a latte or enjoyed straight, hand-whisked with hot water in a ceramic bowl to better appreciate its subtle taste. It's not a cheap treat: the latter option costs at least US$10 (RM42.25) per glass, while 20 grams (0.7 ounces) of powder to make the drink at home is priced between US$25 and US$150. Japan's government is encouraging tea producers to farm on a larger scale to reduce costs. But that risks sacrificing quality, and 'in small rural areas, it's almost impossible,' grower Okutomi said. The number of tea plantations in Japan has fallen to a quarter of what it was 20 years ago, as farmers age and find it difficult to secure successors, he added. 'Training a new generation takes time... It can't be improvised,' Okutomi said. — AFP
Straits Times
11 hours ago
- Business
- Straits Times
Global matcha ‘obsession' drinks Japan tea farms dry
In 2024, matcha accounted for over half of the 8,798 tonnes of green tea exported from Japan, according to agriculture ministry data – twice as much as a decade ago. PHOTO: AFP LOS ANGELES - At a minimalist Los Angeles matcha bar, powdered Japanese tea is prepared with precision, despite a global shortage driven by the bright green drink's social media stardom. Of the 25 types of matcha on the menu at Kettl Tea, which opened on Hollywood Boulevard in 2025, all but four were out of stock, the shop's founder Zach Mangan told AFP. 'One of the things we struggle with is telling customers that, unfortunately, we don't have' what they want, he said. With its deep grassy aroma, intense colour and pick-me-up effects, the popularity of matcha 'has grown just exponentially over the last decade, but much more so in the last two to three years,' the 40-year-old explained. It is now 'a cultural touchpoint in the Western world', found everywhere from ice-cream flavour boards to Starbucks. This has caused matcha's market to nearly double over a year, Mr Mangan said. 'No matter what we try, there's just not more to buy.' Thousands of kilometres away in Sayama, north-west of Tokyo, Mr Masahiro Okutomi – the 15th generation to run his family's tea business – is overwhelmed by demand. 'I had to put on our website that we are not accepting any more matcha orders,' he said. Tea farm owner Masahiro Okutomi presenting the steps of tea processing in a factory in Sayama on June 4. AFP Producing the powder is an intensive process: The leaves, called 'tencha', are shaded for several weeks before harvest, to concentrate the taste and nutrients. They are then carefully deveined by hand, dried and finely ground in a machine. 'Long-term endeavour' Mr Masahiro Okutomi holding unprocessed tea leaves in a processing factory in Sayama on June 4. PHOTO: AFP 'It takes years of training' to make matcha properly, Mr Okutomi said. 'It's a long-term endeavour requiring equipment, labour and investment.' 'I'm glad the world is taking an interest in our matcha... but in the short term, it's almost a threat – we just can't keep up,' he said. The matcha boom has been fuelled by online influencers like Ms Andie Ella, who has more than 600,000 subscribers on YouTube and started her own brand of matcha products. At the pastel-pink pop-up shop she opened in Tokyo's hip Harajuku district, dozens of fans were excitedly waiting to take a photo with the 23-year-old Frenchwoman or buy her cans of strawberry- or white chocolate-flavoured matcha. 'Matcha is visually very appealing,' Ms Ella told AFP. To date, her matcha brand, produced in Japan's rural Mie region, has sold 133,000 cans. Launched in November 2023, it now has eight employees. 'Demand has not stopped growing,' she said. In 2024, matcha accounted for over half of the 8,798 tonnes of green tea exported from Japan, according to agriculture ministry data – twice as much as a decade ago. It is now 'a cultural touchpoint in the Western world', found everywhere from ice-cream flavour boards to Starbucks. PHOTO: AFP Tokyo tea shop Jugetsudo, in the touristy former fish market area of Tsukiji, is trying to control its stock levels given the escalating demand. 'We don't strictly impose purchase limits, but we sometimes refuse to sell large quantities to customers suspected of reselling,' said store manager Shigehito Nishikida. 'In the past two or three years, the craze has intensified. Customers now want to make matcha themselves, like they see on social media,' he added. Tariff threat Ms Anita Jordan, a 49-year-old Australian tourist in Japan, said her 'kids are obsessed with matcha'. 'They sent me on a mission to find the best one,' she laughed. The global matcha market is estimated to be worth billions of dollars, but it could be hit by US President Donald Trump's tariffs on Japanese products – currently 10 per cent, with a hike to 24 per cent on the cards. Shortages and tariffs mean 'we do have to raise prices. We don't take it lightly', said Mr Mangan at Kettl Tea, though it has not dampened demand so far. 'Customers are saying: 'I want matcha before it runs out.'' At Kettl Tea, matcha can be mixed with milk in a latte or enjoyed straight, hand-whisked with hot water in a ceramic bowl to better appreciate its subtle taste. It is not a cheap treat: The latter option costs at least US$10 (S$12.70) per glass, while 20g of powder to make the drink at home is priced between US$25 and US$150. Japan's government is encouraging tea producers to farm on a larger scale to reduce costs. But that risks sacrificing quality, and 'in small rural areas, it's almost impossible', grower Mr Okutomi said. The number of tea plantations in Japan has fallen to a quarter of what it was 20 years ago, as farmers age and find it difficult to find successors, he added. 'Training a new generation takes time... It can't be improvised,' Mr Okutomi said. AFP Join ST's Telegram channel and get the latest breaking news delivered to you.
Yahoo
12 hours ago
- Lifestyle
- Yahoo
Global matcha 'obsession' drinks Japan tea farms dry
At a minimalist Los Angeles matcha bar, powdered Japanese tea is prepared with precision, despite a global shortage driven by the bright green drink's social media stardom. Of the 25 types of matcha on the menu at Kettl Tea, which opened on Hollywood Boulevard this year, all but four were out of stock, the shop's founder Zach Mangan told AFP. "One of the things we struggle with is telling customers that, unfortunately, we don't have" what they want, he said. With its deep grassy aroma, intense color and pick-me-up effects, the popularity of matcha "has grown just exponentially over the last decade, but much more so in the last two to three years," the 40-year-old explained. It is now "a cultural touchpoint in the Western world" -- found everywhere from ice-cream flavor boards to Starbucks. This has caused matcha's market to nearly double over a year, Mangan said. "No matter what we try, there's just not more to buy." Thousands of miles (kilometers) away in Sayama, northwest of Tokyo, Masahiro Okutomi -- the 15th generation to run his family's tea business -- is overwhelmed by demand. "I had to put on our website that we are not accepting any more matcha orders," he said. Producing the powder is an intensive process: the leaves, called "tencha," are shaded for several weeks before harvest, to concentrate the taste and nutrients. They are then carefully deveined by hand, dried and finely ground in a machine. - 'Long-term endeavor' - "It takes years of training" to make matcha properly, Okutomi said. "It's a long-term endeavor requiring equipment, labor and investment." "I'm glad the world is taking an interest in our matcha... but in the short term, it's almost a threat -- we just can't keep up," he said. The matcha boom has been fuelled by online influencers like Andie Ella, who has more than 600,000 subscribers on YouTube and started her own brand of matcha products. At the pastel-pink pop-up shop she opened in Tokyo's hip Harajuku district, dozens of fans were excitedly waiting to take a photo with the 23-year-old Frenchwoman or buy her cans of strawberry or white chocolate flavored matcha. "Matcha is visually very appealing," Ella told AFP. To date, her matcha brand, produced in Japan's rural Mie region, has sold 133,000 cans. Launched in November 2023, it now has eight employees. "Demand has not stopped growing," she said. In 2024, matcha accounted for over half of the 8,798 tonnes of green tea exported from Japan, according to agriculture ministry data -- twice as much as a decade ago. Tokyo tea shop Jugetsudo, in the touristy former fish market area of Tsukiji, is trying to control its stock levels given the escalating demand. "We don't strictly impose purchase limits, but we sometimes refuse to sell large quantities to customers suspected of reselling," said store manager Shigehito Nishikida. "In the past two or three years, the craze has intensified: customers now want to make matcha themselves, like they see on social media," he added. - Tariff threat - Anita Jordan, a 49-year-old Australian tourist in Japan, said her "kids are obsessed with matcha." "They sent me on a mission to find the best one," she laughed. The global matcha market is estimated to be worth billions of dollars, but it could be hit by US President Donald Trump's tariffs on Japanese products -- currently 10 percent, with a hike to 24 percent in the cards. Shortages and tariffs mean "we do have to raise prices. We don't take it lightly," said Mangan at Kettl Tea, though it hasn't dampened demand so far. "Customers are saying: 'I want matcha, before it runs out'." At Kettl Tea, matcha can be mixed with milk in a latte or enjoyed straight, hand-whisked with hot water in a ceramic bowl to better appreciate its subtle taste. It's not a cheap treat: the latter option costs at least $10 per glass, while 20 grams (0.7 ounces) of powder to make the drink at home is priced between $25 and $150. Japan's government is encouraging tea producers to farm on a larger scale to reduce costs. But that risks sacrificing quality, and "in small rural areas, it's almost impossible," grower Okutomi said. The number of tea plantations in Japan has fallen to a quarter of what it was 20 years ago, as farmers age and find it difficult to secure successors, he added. "Training a new generation takes time... It can't be improvised," Okutomi said. cg-rf/ep/kaf/cwl/sco
The Star
13 hours ago
- Business
- The Star
Global matcha 'obsession' drinks Japan tea farms dry
LOS ANGELES: At a minimalist Los Angeles matcha bar, powdered Japanese tea is prepared with precision, despite a global shortage driven by the bright green drink's social media stardom. Of the 25 types of matcha on the menu at Kettl Tea, which opened on Hollywood Boulevard this year, all but four were out of stock, the shop's founder Zach Mangan told AFP. "One of the things we struggle with is telling customers that, unfortunately, we don't have" what they want, he said. With its deep grassy aroma, intense colour and pick-me-up effects, the popularity of matcha "has grown just exponentially over the last decade, but much more so in the last two to three years," the 40-year-old explained. It is now "a cultural touchpoint in the Western world" -- found everywhere from ice-cream flavour boards to Starbucks. This has caused matcha's market to nearly double over a year, Mangan said. "No matter what we try, there's just not more to buy." Thousands of miles (kilometres) away in Sayama, northwest of Tokyo, Masahiro Okutomi -- the 15th generation to run his family's tea business -- is overwhelmed by demand. Tea farm owner Masahiro Okutomi presenting the steps of tea processing in a factory in Sayama. - AFP "I had to put on our website that we are not accepting any more matcha orders," he said. Producing the powder is an intensive process: the leaves, called "tencha," are shaded for several weeks before harvest, to concentrate the taste and nutrients. They are then carefully deveined by hand, dried and finely ground in a machine. "It takes years of training" to make matcha properly, Okutomi said. "It's a long-term endeavour requiring equipment, labour and investment." "I'm glad the world is taking an interest in our matcha... but in the short term, it's almost a threat -- we just can't keep up," he said. The matcha boom has been fuelled by online influencers like Andie Ella, who has more than 600,000 subscribers on YouTube and started her own brand of matcha products. At the pastel-pink pop-up shop she opened in Tokyo's hip Harajuku district, dozens of fans were excitedly waiting to take a photo with the 23-year-old Frenchwoman or buy her cans of strawberry or white chocolate flavoured matcha. "Matcha is visually very appealing," Ella told AFP. To date, her matcha brand, produced in Japan's rural Mie region, has sold 133,000 cans. Launched in November 2023, it now has eight employees. "Demand has not stopped growing," she said. In 2024, matcha accounted for over half of the 8,798 tonnes of green tea exported from Japan, according to agriculture ministry data -- twice as much as a decade ago. Tokyo tea shop Jugetsudo, in the touristy former fish market area of Tsukiji, is trying to control its stock levels given the escalating demand. "We don't strictly impose purchase limits, but we sometimes refuse to sell large quantities to customers suspected of reselling," said store manager Shigehito Nishikida. "In the past two or three years, the craze has intensified: customers now want to make matcha themselves, like they see on social media," he added. Anita Jordan, a 49-year-old Australian tourist in Japan, said her "kids are obsessed with matcha." "They sent me on a mission to find the best one," she laughed. The global matcha market is estimated to be worth billions of dollars, but it could be hit by US President Donald Trump's tariffs on Japanese products -- currently 10 per cent, with a hike to 24 per cent in the cards. Shortages and tariffs mean "we do have to raise prices. We don't take it lightly," said Mangan at Kettl Tea, though it hasn't dampened demand so far. "Customers are saying: 'I want matcha, before it runs out'." At Kettl Tea, matcha can be mixed with milk in a latte or enjoyed straight, hand-whisked with hot water in a ceramic bowl to better appreciate its subtle taste. It's not a cheap treat: the latter option costs at least US$10 per glass, while 20 grams (0.7 ounces) of powder to make the drink at home is priced between $25 and $150. Japan's government is encouraging tea producers to farm on a larger scale to reduce costs. But that risks sacrificing quality, and "in small rural areas, it's almost impossible," grower Okutomi said. The number of tea plantations in Japan has fallen to a quarter of what it was 20 years ago, as farmers age and find it difficult to secure successors, he added. "Training a new generation takes time... It can't be improvised," Okutomi said. - AFP
News.com.au
13 hours ago
- Lifestyle
- News.com.au
Global matcha 'obsession' drinks Japan tea farms dry
At a minimalist Los Angeles matcha bar, powdered Japanese tea is prepared with precision, despite a global shortage driven by the bright green drink's social media stardom. Of the 25 types of matcha on the menu at Kettl Tea, which opened on Hollywood Boulevard this year, all but four were out of stock, the shop's founder Zach Mangan told AFP. "One of the things we struggle with is telling customers that, unfortunately, we don't have" what they want, he said. With its deep grassy aroma, intense color and pick-me-up effects, the popularity of matcha "has grown just exponentially over the last decade, but much more so in the last two to three years," the 40-year-old explained. It is now "a cultural touchpoint in the Western world" -- found everywhere from ice-cream flavor boards to Starbucks. This has caused matcha's market to nearly double over a year, Mangan said. "No matter what we try, there's just not more to buy." Thousands of miles (kilometers) away in Sayama, northwest of Tokyo, Masahiro Okutomi -- the 15th generation to run his family's tea business -- is overwhelmed by demand. "I had to put on our website that we are not accepting any more matcha orders," he said. Producing the powder is an intensive process: the leaves, called "tencha," are shaded for several weeks before harvest, to concentrate the taste and nutrients. They are then carefully deveined by hand, dried and finely ground in a machine. - 'Long-term endeavor' - "It takes years of training" to make matcha properly, Okutomi said. "It's a long-term endeavor requiring equipment, labor and investment." "I'm glad the world is taking an interest in our matcha... but in the short term, it's almost a threat -- we just can't keep up," he said. The matcha boom has been fuelled by online influencers like Andie Ella, who has more than 600,000 subscribers on YouTube and started her own brand of matcha products. At the pastel-pink pop-up shop she opened in Tokyo's hip Harajuku district, dozens of fans were excitedly waiting to take a photo with the 23-year-old Frenchwoman or buy her cans of strawberry or white chocolate flavored matcha. "Matcha is visually very appealing," Ella told AFP. To date, her matcha brand, produced in Japan's rural Mie region, has sold 133,000 cans. Launched in November 2023, it now has eight employees. "Demand has not stopped growing," she said. In 2024, matcha accounted for over half of the 8,798 tonnes of green tea exported from Japan, according to agriculture ministry data -- twice as much as a decade ago. Tokyo tea shop Jugetsudo, in the touristy former fish market area of Tsukiji, is trying to control its stock levels given the escalating demand. "We don't strictly impose purchase limits, but we sometimes refuse to sell large quantities to customers suspected of reselling," said store manager Shigehito Nishikida. "In the past two or three years, the craze has intensified: customers now want to make matcha themselves, like they see on social media," he added. - Tariff threat - Anita Jordan, a 49-year-old Australian tourist in Japan, said her "kids are obsessed with matcha." "They sent me on a mission to find the best one," she laughed. The global matcha market is estimated to be worth billions of dollars, but it could be hit by US President Donald Trump's tariffs on Japanese products -- currently 10 percent, with a hike to 24 percent in the cards. Shortages and tariffs mean "we do have to raise prices. We don't take it lightly," said Mangan at Kettl Tea, though it hasn't dampened demand so far. "Customers are saying: 'I want matcha, before it runs out'." At Kettl Tea, matcha can be mixed with milk in a latte or enjoyed straight, hand-whisked with hot water in a ceramic bowl to better appreciate its subtle taste. It's not a cheap treat: the latter option costs at least $10 per glass, while 20 grams (0.7 ounces) of powder to make the drink at home is priced between $25 and $150. Japan's government is encouraging tea producers to farm on a larger scale to reduce costs. But that risks sacrificing quality, and "in small rural areas, it's almost impossible," grower Okutomi said. The number of tea plantations in Japan has fallen to a quarter of what it was 20 years ago, as farmers age and find it difficult to secure successors, he added. "Training a new generation takes time... It can't be improvised," Okutomi said.
