What's happened
A surge in matcha demand, fueled by social media, has led to significant shortages and price hikes for popular brands. Producers in Japan have raised prices by up to 40%, and some suppliers are pausing production. Consumers are feeling the impact, with limited availability expected until the next harvest.
Why it matters
What the papers say
According to The Guardian, Megumi Kanaike from Simply Native noted that suppliers have placed limits on orders due to an 'unexpected worldwide boom' in matcha popularity. Business Insider UK corroborates this, stating that Marukyu Koyamaen, a popular brand, is sold out of green matcha powder. The South China Morning Post highlights that TikTok influencers are struggling to find authentic matcha in Japan, further illustrating the widespread impact of the shortage. The Guardian also mentions that while ceremonial-grade matcha is most affected, culinary-grade options remain more available, providing consumers with alternatives.
How we got here
Matcha, a finely ground green tea powder, has seen a dramatic rise in popularity, particularly on platforms like TikTok. This increased demand has strained production, which is limited by the annual harvest cycle in Japan. Recent price hikes reflect this growing pressure on the market.
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