Matcha demand overwhelms Japanese tea farms amid global craze
- Matcha has seen exponential growth in demand over the last decade, especially in the past few years.
- Japanese producers are overwhelmed by the increasing global interest and cannot keep up with supply.
- The sustainability of matcha production in Japan is in question as fewer tea plantations exist and many farmers face challenges.
Japan is facing a significant matcha shortage due to its growing global popularity. This green tea, known for its vibrant color and health benefits, has become a cultural phenomenon, especially in Western markets. A notable example of this trend is the Kettl Tea matcha bar in Los Angeles, which has been struggling to keep its matcha stock available for customers, indicating a widespread demand for the product. Founded by Zach Mangan, the bar had only four of the 25 matcha types available at one point. In Sayama, a region northwest of Tokyo, Masahiro Okutomi, who represents the 15th generation of his family’s tea business, finds himself unable to meet the burgeoning demand for matcha. The production of this highly sought-after tea involves rigorous processes: leaves are shaded for weeks prior to harvest to enhance their flavors and health properties, and once harvested, the leaves are deveined, dried, and then finely ground. Okutomi described this method as a long-term endeavor that requires significant resources, labor, and investment, but the current demand threatens to saturate their capabilities. The last few years have seen an explosion in the interest for matcha, catalyzed by social media platforms showcasing its vibrant appearance and versatility in various beverages and desserts. Sales data indicates that in 2024, over half of Japan's green tea exports, totaling 8,798 tonnes, consisted of matcha, doubling the previous rate from a decade prior. This trend highlights not only a cultural shift but also the phenomenon of consumers wanting to engage with the traditional beverage by preparing it at home. However, this unprecedented demand raises concerns among producers regarding sustainability. The number of tea plantations in Japan has drastically decreased over the years, falling to a quarter of its former size, largely due to an aging farmer population and a lack of successors. The government has begun advocating for larger-scale farming to reduce production costs and increase output. As this issue evolves, it poses not only a singular challenge for Okutomi and others like him but also a broader question regarding the sustainability of matcha cultivation in the future, as demand continues to rise. In summary, the current matcha “obsession” is leading to a significant imbalance between supply and demand, with producers struggling to meet consumer expectations. Although producers like Okutomi are pleased with the global interest, they are also apprehensive about their ability to sustain quality and quantity amid an escalating craze.