As the global love for matcha skyrockets, traditional suppliers are struggling to keep pace. The bright green Japanese tea trend, popularized by social media influencers and widespread appearances in beverages and desserts, is creating notable strain on existing supplies.
The recent boom in matcha consumption is largely fueled by the post-pandemic influx of tourists to Japan, where currency fluctuations have made it a more appealing destination, thus increasing international demand for authentic Japanese products.
Tea importer Lauren Purvis, of Mizuba Tea Co., reports that the demand for matcha has surged alarmingly, with cafes now seeking daily supplies that used to last a month. According to Purvis, this heightened demand is not without effects on pricing; matcha prices have risen due to a combination of diminished crop yields caused by severe heat and overseas tariffs affecting trade with the US.
Harvesting matcha is an intricate process that involves shading the tea leaves, known as tencha, for enhanced flavor and subsequent grinding using stone mills to produce the fine powder. Unfortunately, adverse weather conditions and an aging farmer demographic in Japan have contributed to subpar harvests in key growing regions like Kyoto. This has left well-known matcha shops facing empty shelves when faced with the influx of eager tourists.
Retailers are responding to shortages by placing purchase limits on matcha. This has become a common sight in Uji, a Kyoto city renowned for its matcha offerings. Shops such as Camellia Tea Ceremony have found ways to manage supply, allowing only one tin of matcha per customer as their visitor numbers surged.
Experts in tea ceremonies, like Rie Takeda of Chazen, have had to carefully monitor their matcha supplies, with some deliveries now delayed, leading to a steep increase in the prices charged at her establishments. Despite the challenges, Takeda acknowledges the broader exposure of Japanese culture to a global audience through this matcha craze.
The opportunities for producers have increased as well; production figures reportedly tripled from 2010 to 2023, with green tea exports growing significantly in the previous year alone. However, the community advocates for a mindful drinking experience, emphasizing the importance of appreciating high-grade matcha for its unique qualities, rather than using it to create elaborate food products.
In response to the demand surge and the limited availability of high-quality matcha, the Global Japanese Tea Association is advising consumers to consider lower-grade options that are more suited for cooking and more readily available. They assert that this shift could help alleviate some of the pressures currently faced by high-grade matcha suppliers.
In addition, concerns regarding impending tariffs by the United States, announced recently, have production and supply chain experts feeling apprehensive. As the trade deal introduces a 15% import tax on Japanese exports, distributors like Purvis are preparing for the fallout, advocating for specialty tea to be exempt from these changes.
Looking ahead, while some industry players predict continued demand for matcha, others anticipate a potential market stabilization within a few years. As prices currently soar, businesses are weighing their long-term strategies to maintain viability in a market that likely won’t sustain frenzied pricing indefinitely. Overall, the rise of matcha not only underscores a growing appreciation for Japanese culture but also highlights the delicate balance between tradition, trade, and consumer habits.
The recent boom in matcha consumption is largely fueled by the post-pandemic influx of tourists to Japan, where currency fluctuations have made it a more appealing destination, thus increasing international demand for authentic Japanese products.
Tea importer Lauren Purvis, of Mizuba Tea Co., reports that the demand for matcha has surged alarmingly, with cafes now seeking daily supplies that used to last a month. According to Purvis, this heightened demand is not without effects on pricing; matcha prices have risen due to a combination of diminished crop yields caused by severe heat and overseas tariffs affecting trade with the US.
Harvesting matcha is an intricate process that involves shading the tea leaves, known as tencha, for enhanced flavor and subsequent grinding using stone mills to produce the fine powder. Unfortunately, adverse weather conditions and an aging farmer demographic in Japan have contributed to subpar harvests in key growing regions like Kyoto. This has left well-known matcha shops facing empty shelves when faced with the influx of eager tourists.
Retailers are responding to shortages by placing purchase limits on matcha. This has become a common sight in Uji, a Kyoto city renowned for its matcha offerings. Shops such as Camellia Tea Ceremony have found ways to manage supply, allowing only one tin of matcha per customer as their visitor numbers surged.
Experts in tea ceremonies, like Rie Takeda of Chazen, have had to carefully monitor their matcha supplies, with some deliveries now delayed, leading to a steep increase in the prices charged at her establishments. Despite the challenges, Takeda acknowledges the broader exposure of Japanese culture to a global audience through this matcha craze.
The opportunities for producers have increased as well; production figures reportedly tripled from 2010 to 2023, with green tea exports growing significantly in the previous year alone. However, the community advocates for a mindful drinking experience, emphasizing the importance of appreciating high-grade matcha for its unique qualities, rather than using it to create elaborate food products.
In response to the demand surge and the limited availability of high-quality matcha, the Global Japanese Tea Association is advising consumers to consider lower-grade options that are more suited for cooking and more readily available. They assert that this shift could help alleviate some of the pressures currently faced by high-grade matcha suppliers.
In addition, concerns regarding impending tariffs by the United States, announced recently, have production and supply chain experts feeling apprehensive. As the trade deal introduces a 15% import tax on Japanese exports, distributors like Purvis are preparing for the fallout, advocating for specialty tea to be exempt from these changes.
Looking ahead, while some industry players predict continued demand for matcha, others anticipate a potential market stabilization within a few years. As prices currently soar, businesses are weighing their long-term strategies to maintain viability in a market that likely won’t sustain frenzied pricing indefinitely. Overall, the rise of matcha not only underscores a growing appreciation for Japanese culture but also highlights the delicate balance between tradition, trade, and consumer habits.
