Concerns Rise Over Matcha Tea Shortage in Japan

Matcha, a finely ground powder made from specially grown green tea leaves, has surged in popularity globally, transforming from its ceremonial roots in Japan to a trendy ingredient in various culinary delights, ranging from desserts to beverages.

The city of Uji, located near Kyoto, has become a bustling hub for matcha enthusiasts and tourists alike. Known for its long-standing association with matcha cultivation, Uji's tea shops and cafes are thriving, with many offering workshops that are fully booked weeks in advance. The Chazuna museum, which focuses on the local tea culture, has reported that nearly 90% of its daily visitors to matcha workshops are international tourists drawn by the region's rich tea heritage.

Interest in matcha has skyrocketed since last August, as tourists flock to Uji, eager to experience authentic matcha. The social media phenomenon, particularly on platforms like TikTok, has fueled this demand, showcasing the tea's perceived health benefits and unique flavor profile.

However, this growing global demand has led to a concerning shortage of matcha in Japan. While domestic consumption has seen a decline, international markets--especially in Europe, the United States, and Australia--have witnessed a dramatic increase in interest. The matcha market is projected to expand significantly, growing from approximately 30 billion Swedish Kronor (around $3 billion) in 2023 to over 50 billion Swedish Kronor (approximately $5 billion) by 2028.

According to Japan's Ministry of Agriculture, Forestry and Fisheries, the production of matcha has tripled since 2010 in response to this rising global appetite. In an effort to meet this demand, the Japanese government is planning to implement subsidies to encourage farmers to transition from traditional sencha tea cultivation to tencha, the type of leaves used specifically for matcha production.

Despite the enthusiasm surrounding matcha, not everyone is convinced of its merits. Some visitors, like a couple from Germany, expressed skepticism based on their previous experiences with matcha, although they remain open to trying Japanese matcha in hopes of a more favorable impression.

As the situation develops, the balance between domestic supply and international demand will be crucial for Japan's matcha producers. The future of matcha tea, both in Japan and abroad, hangs in the balance as producers and consumers alike navigate this rapidly evolving landscape.