🌍 Global Matcha Craze: A Booming Industry Faces a Brewing Crisis
the staff of the Ridgewood blog
Ridgewood NJ, From cafes in Los Angeles to tea farms in Kyoto, the global matcha obsession has ignited a surge in demand that far outpaces supply. Once a ceremonial beverage, matcha is now the centerpiece of drinks, desserts, skincare products—and even social media trends. But this green gold rush is causing strain at every level of the industry, raising a critical question: Will matcha’s popularity be its downfall?
🍵 Matcha 101: Why the World Is Obsessed
Matcha is a fine powder made from specially grown green tea leaves. Traditionally consumed in Japanese tea ceremonies, it’s now beloved for its:
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Lower caffeine content than coffee
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Rich antioxidants and potential health benefits
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Aesthetic appeal—especially on TikTok and Instagram
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Cultural significance and premium quality from Japanese farms
🧳 From Honeymoons to Hauls: Matcha Mania Goes Viral
Take Kimi Jayasiri, a San Francisco content creator who documented her matcha-themed honeymoon to Japan. Her TikTok haul—featuring matcha parfaits, teas, and snacks—drew backlash from viewers accusing her of overconsumption and appropriation. It’s a sign of how intense and emotionally charged the matcha conversation has become.
📉 Matcha Shortages and Rising Prices
Despite booming demand, matcha is becoming harder to find and more expensive due to:
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Labor-intensive production methods
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An aging tea-farming population in Japan
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Limited number of tencha (matcha-grade leaf) producers
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Global logistics and supply chain bottlenecks
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Social media and tourism driving rapid consumption
“There aren’t enough tea farmers to keep up,” said Anna Poian of the Global Japanese Tea Association. Japan’s commercial tea farms have dropped from ~54,000 in 2000 to ~12,000 in 2020, a staggering decline.
🏭 Why Matcha Production Can’t Keep Up
Producing matcha is slow and complex:
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Shade Growing: Plants are shaded for 6 weeks pre-harvest
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Hand Harvesting: Only top leaves are picked in May
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Steaming and Sorting: Leaves are de-stemmed, sorted by grade
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Stone Grinding: Traditional mills produce only 40 grams/hour
Add to this the packaging bottleneck—most matcha is packed by hand—and global shipping delays, and it’s clear why cafes are facing months-long wait times.
📊 The Numbers Behind the Boom
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U.S. green tea imports: $25M in 2014 → $100M+ in 2024
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Matcha market value: Expected to reach $5B by 2028
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#Matcha on TikTok: 160M+ views
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Japan tea exports: 1096 tons in 2005 → 5274 tons in 2020
Even major players like Starbucks and Häagen-Dazs are driving up demand, securing large matcha orders that leave smaller businesses scrambling for supply.
💬 Backlash and Burnout: Will the Boom Last?
Experts warn of long-term challenges:
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Lower-quality imports from China and Vietnam may dominate
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Traditional growers face tough choices: chase trends or preserve heritage
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Price surges may alienate average consumers
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Online hate and “matcha policing” may sour public perception
As Chun of Yunomi notes, “The demand has spiked beyond control,” with cafes now rationing matcha and wholesalers raising prices up to 150%.
📱 MatchaTok and the Future of Tea Culture
Despite the chaos, loyal fans like Jayasiri remain passionate. “Matcha is my love language,” she told her audience, defending her admiration for the art of tea. Her message? Respect the tradition—but let people enjoy it, too.
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