Japan’s matcha industry is facing increasing pressure as global demand continues to skyrocket, leading to supply shortages and purchase limits from major tea brands. Kyoto-based companies Ippodo and Marukyu Koyamaen were among the first to restrict sales last year, leaving tourists and locals scrambling to find high-quality matcha.
The shortage primarily affects first-flush matcha, which was once reserved for traditional tea ceremonies but is now widely consumed worldwide. With matcha exports surpassing domestic consumption for the first time in recent years, production is struggling to keep pace. Grinding tencha—the raw leaf material—into matcha powder is a slow process, further limiting supply.
Experts cite social media trends, growing health consciousness, and increased tourism as key drivers of matcha’s booming popularity. While the Japanese government is considering subsidies to help farmers transition to matcha production, challenges such as a shrinking farming workforce and long tea shrub maturation periods make an immediate solution unlikely.
The 2025 spring harvest will temporarily ease the shortage, but with demand expected to rise another 20-30% this year, supply constraints may persist. For now, consumers are encouraged to appreciate matcha’s rarity and enjoy it mindfully.
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