World's thirst for matcha dries up global supplies
Summary
The global demand for matcha, a type of powdered Japanese green tea, is growing rapidly, driven by social media trends and increased tourism to Japan. This surge in popularity has led to supply shortages, higher prices, and limited availability in some places due to poor harvests and an aging farmer population in Japan.Key Facts
- Matcha is a bright green Japanese tea used in drinks and foods and is popular for its health benefits, caffeine, and unique flavor.
- Social media and tourism have increased the popularity of matcha worldwide.
- US tariffs, heatwaves affecting tea crops, and a shortage of farmers are reducing matcha availability.
- Some shops in Japan limit matcha purchases due to high demand.
- Matcha production in Japan nearly tripled from 2010 to 2023.
- Green tea exports, including matcha, rose by 25% in value last year.
- Due to shortages, matcha prices increased about 30% in some places.
- Advocates encourage mindful use of matcha, suggesting people savor it in traditional forms rather than in recipes.
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