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Time Magazine
26-07-2025
- Entertainment
- Time Magazine
We Are Drinking So Much Matcha That Supplies Are Running Out
Matcha tea, a powdered Japanese green tea, has become a cultural phenomenon in the West, so much so that its popularity has resulted in a global supply problem. Western consumers have thirsted for the health option in recent years, a trend skyrocketed by social media—especially through Tik Tok. At the same time, Japan has experienced a mass tourism rise in the post-pandemic years—in 2024, Japan welcomed a record-breaking 36.9 million international visitors, surpassing the previous record of 31.9 million in 2019 — leading to many mass tea companies and local vendors to report shortages of supply. Back in October 2024, two well-known matcha companies—Ippodo and Marukyu Koyamaen—limited and/or stopped selling certain kinds of matcha, citing short supplies. 'Dear customers, We have been receiving an unexpected high volume of orders during the past few months. Taking production scale and capacity into consideration, we regrettably announce that availability for all Matcha products, regardless size and packaging type, will be limited from now on,' Marukyu Koyamaen's website still reads. Matcha comes from the same plant that many different teas come from— the camellia sinensis. The camella sinensis leaves can be made into green tea, oolong tea, and black tea. Though matcha originates from China, it has become closely associated and rooted in Japanese culture. Matcha is a type of green tea, but the processing, form and taste differs significantly, and is made specifically from tencha, a shaded green leaf tea. Matcha also only makes up a small amount of Japanese tea production—just 6%—according to the Global Japanese Tea Association. Yet, the demand has skyrocketed. And as a result, prices have also soared. According to Forbes, the matcha market is expected to hit about $5 billion by 2028, an expected growth of more than 10% since 2023. Further, the Japanese agriculture ministry has reported that the 2024 tencha output was over 2.5 times higher than 2014. The question is whether increased demand, small farmers trying to meet this demand, and a crop that is heavily dependent on weather patterns can keep up, even as the spring matcha harvest attempts to make up for the shortages of the past year. This year, though, the Kyoto region of Japan, which accounts for a large percentage of tencha harvest, was hit with a hot and dry harvest season, say farmers in the area. In 2025, Zach Mangan, founder of Kettl Tea, a Brooklyn-based company specializing in high-quality teas imported directly from farms in Japan, called this year's harvest a 'high-quality but lower-yielding harvest' in a blog post in May of this year—the kind of harvest that will boost demand and lower availability, potentially raising prices even further. Read More: The Surprising Reason Your Groceries Are More Expensive According to the Global Japanese Tea Association, the average price for tencha in late April reached 8,235 yen per kilogram, which is 1.7 times higher than last year's average. And according to producers, that can only be expected to continue. 'Over the past year, demand for matcha has grown beyond all expectations,' Ippodo updates customers on July 18. 'Unfortunately, supply constraints are likely to continue.'
The Star
11-07-2025
- Business
- The Star
Matcha mania drinks 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 said. '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 said. 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,' he added. Much ado over matcha: A signboard reading 'Matcha is out of stock' is displayed in front of a tea store in Uji, Kyoto prefecture. — Reuters Thousands of 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 state 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. Labour of love: Okutomi says making matcha is a long-term endeavour requiring equipment, labour and investment. — AFP At the 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. 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.' 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. Bags of tea are seen at a tea processing factory in Sayama. — AFP 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 25% come August, though Japan has said it is working towards a trade deal. 'Shortages and tariffs mean we do have to raise prices. We don't take it lightly,' said Mangan, though that hasn't dampened demand so far. 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) per glass, while 20g of powder to make the drink at home is priced between US$25 (RM105) and US$150 (RM630). 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
Japan Times
06-07-2025
- Business
- Japan Times
Global matcha 'obsession' drinks Japan's 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 said. "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 kilometers away in Sayama, Saitama Prefecture, 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. Tea farm owner Masahiro Okutomi works at his farm in Sayama, Saitama Prefecture, on June 4. | AFP-JIJI The matcha boom has been fueled 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 said. To date, her matcha brand, produced in Mie Prefecture, 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 metric tons 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. Okutomi presents the steps of tea processing in a factory in Sayama on June 4. | AFP-JIJI The global matcha market is estimated to be worth billions of dollars, but it could be hit by U.S. President Donald Trump's tariffs on Japanese products — currently 10%, with a hike to 24% 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 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.
South China Morning Post
02-07-2025
- Business
- South China Morning Post
No more matcha? Demand for powdered Japanese green tea leads to global shortages
At Kettl Tea, a minimalist matcha bar in Los Angeles, only four types of the Japanese green tea are in stock. The menu usually boasts 25 kinds, but social media stardom has led to a global shortage of powdered matcha. 'One of the things we struggle with is telling customers that, unfortunately, we don't have what they want,' said Zach Mangan, the shop's founder. With matcha's deep grassy aroma, intense colour and pick-me-up effects, its popularity '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 the market for matcha to nearly double over a year, Mangan said. 'No matter what we try, there's just not more to buy.' Hongkongers unaware of microplastics in tea and coffee – sip at your own risk Thousands of miles away in Sayama, a city about 40km (25 miles) northwest of the Japanese capital, 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. It takes years of training to make matcha properly, Okutomi said. Masahiro Okutomi at his farm in Sayama, Japan. Photo: AFP '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.' The matcha boom has been fuelled by online influencers like Andie Ella, who has more than 600,000 subscribers on YouTube and has 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 excitedly waited to take a photo with the 23-year-old Frenchwoman or buy cans of strawberry or white chocolate flavoured matcha. 'Matcha is visually very appealing,' Ella said. 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. This year's spring tea harvest in east China has a special helper – AI robots In 2024, matcha accounted for over half of the 8,798 tonnes of green tea exported from Japan, according to data from the agriculture ministry. That is twice as much as a decade ago. Tokyo tea shop Jugetsudo, located in the touristy former fish market area of Tsukiji, is attempting to manage its stock levels amid 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. Matcha is added to drinks at Kettl Tea in Los Angeles, California. Photo: AFP 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 said with a laugh. The global matcha market might falter if United States President Donald Trump's tariffs on Japanese products – currently 10 per cent – rise to a threatened 24 per cent. Shortages and tariffs mean 'we do have to raise prices. We don't take it lightly,' said Mangan at Kettl Tea, though it has not dampened demand so far. 'Customers are saying: 'I want matcha before it runs out.'' Japan's government is encouraging tea producers to scale up their farming operations 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 struggle to secure successors, he added. 'Training a new generation takes time … it can't be improvised.'
NDTV
02-07-2025
- Business
- NDTV
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 said. 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 tons 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.
