Matcha Madness Causes Worldwide Japanese Tea Shortage From Tokyo farms to LA cafes, rising demand puts a strain on supplies and raises costs. Due to an increasing scarcity of premium leaves brought on by the worldwide love for matcha, Japan’s finely ground green tea powder, Japanese tea plantations are under pressure, and prices are skyrocketing.
Matcha, which was once valued for its ceremonial and health benefits, has gained popularity worldwide and can now be found in lattes, desserts, beauty products, and wellness regimens. However, demand has surpassed supply, particularly from markets in North America and Europe, and many Japanese farms are finding it difficult to fulfil orders from outside.
Experts say the issue lies in matcha’s labor-intensive cultivation, which requires shade-growing, careful hand-picking, and stone-grinding—a process that can’t easily be scaled up. As a result, prices for ceremonial-grade matcha have more than doubled over the past two years.
With limited land and an aging workforce, Japanese tea growers are warning that unless investment and new talent flow into the industry soon, the matcha boom could become a bust. Meanwhile, consumers may have to pay more—or settle for lower-grade blends.
