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Matcha in crisis! The world wants more than Japan can offer
2025-07-26 16:04:22 / MISTERE&KURIOZITETE
Matcha, the famous Japanese green tea, is experiencing a real supply crisis due to high demand and extreme weather conditions in Japan. In 2025, the largest matcha producers in the Uji region of Kyoto faced an unusually hot summer, causing a drop of up to 40% in production of tencha, the raw material for this much-sought-after tea.
In parallel, global demand has exploded, especially in the US, Australia and Europe, where trends on TikTok and Instagram have made matcha a symbol of the "wellness" lifestyle.
This duo, rising demand and falling production, has caused an unprecedented crisis:
– Prices at the May auction in Kyoto rose by 170%, reaching record levels.
– Farmers have imposed restrictions on sales to cope with the shortage.
– Meanwhile, new farm growth requires at least 5 years to bring about sustainable production.
Restaurants and cafes around the world are reporting shortages, while consumers have faced higher prices or product disappearing from shelves.
Experts warn that, unless sustainable and technological measures are taken to cope with demand, matcha could go from a supertrend to a rare and expensive luxury.
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