The world’s growing appetite for matcha, a finely ground green tea powder rooted in Japanese tradition, is reaching new heights, with demand skyrocketing across continents and reshaping the global tea market.
From Starbucks lattes in the UK to Krispy Kreme doughnuts in Singapore, matcha has found its way into mainstream menus and viral trends. This surge is fueled by social media, especially TikTok, where the hashtag #MatchaTok has garnered tens of millions of views, offering brewing tips, recipes, and aesthetic rituals that captivate tea lovers and trend followers alike.
Lauren Purvis, founder of US-based Mizuba Tea Co., has witnessed this boom firsthand. “What used to be a month’s worth of supply is now vanishing in just a few days,” she told the BBC. “Some cafes are desperate, asking for up to a kilo of matcha a day.”
The craze is more than a passing trend. It is part of a broader post-pandemic tourism rebound in Japan, where a weakened yen is drawing travelers and amplifying global demand for Japanese goods, matcha being a standout.
But with booming interest comes growing strain.
Japan’s matcha-producing regions, particularly Kyoto’s Uji city, are grappling with the dual challenges of extreme heat and an aging workforce. Tea masters say climate change has resulted in poor harvests, while a shortage of young farmers threatens the long-term sustainability of the industry.
“Orders that used to arrive in days now take over a week,” says tea master Rie Takeda of Tokyo-based Chazen, a tea ceremony chain. “We’ve raised our prices by 30% just to manage.”
Shops have even begun rationing tins, limiting customers to just one per purchase. “Matcha is sacred to us,” said Atsuko Mori, director of Kyoto’s Camellia Tea Ceremony. “It’s heartbreaking to see people hoarding it or using it in ways that don’t honor its quality.”
Indeed, the matcha boom has ignited a cultural debate: Should high-grade matcha, known for its delicate umami flavor, be used in trendy drinks and food items, or reserved for its ceremonial roots?
The Global Japanese Tea Association suggests a middle path, encouraging the use of lower-grade matcha for cooking, while preserving premium blends for traditional consumption. “Promoting awareness ensures tea is enjoyed with respect while supporting the artisans behind it,” the organization said in a recent statement.
Trade tensions are also complicating matters. A new U.S.–Japan trade deal imposes a 15% tariff on Japanese imports, including tea, sparking concern among distributors. “There’s no domestic tea industry to protect in the U.S.,” argued Purvis. “Specialty tea should be exempt.”
Despite the price hikes and supply challenges, matcha remains a symbol of cultural richness and wellness, valued for its health benefits, earthy taste, and calming properties. Matcha production in Japan has nearly tripled between 2010 and 2023, and green tea exports rose 25% last year alone, reaching ¥36.4 billion ($250 million).
Yet some predict the matcha storm may soon settle. “This boom is exciting, but not all of it is sustainable,” said Masahiro Nagata, co-founder of The Matcha Tokyo café chain. “In two to three years, we expect the hype to stabilize, and the market to balance itself.”
For now, matcha’s vibrant green hue continues to color cups, cafes, and conversations worldwide, blending tradition, wellness, and global curiosity into a uniquely modern phenomenon.
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