Are We Really Done With Matcha?

To argue that matcha has replaced coffee is certainly reckless, but it remains a fact that it has established itself in every corner of the globe.

Today's data indicate a global scarcity of this drink, thus confirming its great success and, at the same time, increasing the fear of a possible shortage of stocks.

Following the pandemic, driven by an unstoppable social trend, does #MatchaTok mean anything to you? Matcha-based drinks and desserts have become the unmissable products of numerous Western bars and chains that, in some cases, are entirely dedicated to the green drink. The bright colour and the supposed beneficial properties have done the rest, leading to a real evolution in the history of matcha: born to be savoured and celebrated in the Japanese tradition and has become a walking drink to be sipped in plastic cups.

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What Is Matcha, And How Is It Made?

Matcha is included in the superfood category for its many beneficial properties. It is a typical drink of the Japanese tradition whose origins, however, are linked to the Chinese territory. Its distinctive green powder is made from tencha, green tea leaves that need weeks of shade to grow. Then, only the mature leaves can be collected, dried and ground using special stone mills. In short, a process that, as is easily deducible, requires specific steps that must be carefully respected and that, above all, cannot be accelerated.

Why Is Matcha In Short Supply?

To keep up with the pace dictated by the virality of the matcha trend, the production of this beneficial green powder has increased considerably enough to speak of real tons that, in 2024, were 5336, to be exact. However, as stated by the Japanese Tea Producers Association, 2025 brought with it a smaller harvest. The root cause is attributable to the high temperatures that have occurred throughout Japan, as well as in Kyoto, whose matcha crops make up a quarter of the entire Japanese production.

In addition, to increase the critical nature of this situation, there are also: the decrease in the number of young people in Japan and the related closure of farms that produce matcha. As The Post reports, “4 out of 5 businesses closed between 2000 and 2020, before demand began to increase.” To deal with this situation, the Japanese Ministry of Agriculture has introduced concessions for those who decide to convert their products into matcha crops. However, green tea leaves (tencha) take around five years before they are mature enough to be harvested and used to make matcha powder.

The Consequences Of This Shortage

As the most basic of economic rules teaches: when a product is scarce, prices increase. For this reason, in the coming months, it should not be surprising that the price growth you will witness when you decide to buy a matcha tea, with almond milk or oats. This shortage situation has led some wholesalers, such as the Singaporean company Tealife, to limit the sale of matcha in order to manage the remaining stock. Today, in fact, many companies encourage matcha drinkers not to overdo it with doses and attempts at new recipes, instead trying to savour matcha in its purest form.

Read the original story on ELLE Italy.