The World’s Obsession With Matcha Is Draining Supplies

The global obsession with matcha, a vibrant green Japanese tea powder, has led to a shortage of supplies as its popularity surges worldwide. From Starbucks' matcha lattes in the UK to Krispy Kreme's matcha doughnuts in Singapore, matcha has transitioned from a niche ceremonial ingredient to a mainstream superfood.

The global matcha market, valued at billions, is projected to grow rapidly, driven by Gen Z and millennial consumers on platforms like TikTok. However, the surge in demand has collided with severe supply constraints, particularly in Japan's Kyoto Uji region, which produces a quarter of Japan's tencha leaf, the raw material for matcha.

Despite production nearly tripling since 2010, the shortage has led to retailers imposing purchase limits to prevent hoarding. While companies like Ippodo Tea and Aiya are investing in expansion to boost output, concerns remain about the sustainability of current premium matcha prices.

The Global Japanese Tea Association is advocating for.