• World demand for matcha has skyrocketed lately, pushed by social media and Japan’s post-pandemic vacationer growth.
• Matcha manufacturing almost tripled between 2010 and 2023 in Japan, which is broadly believed to develop the world’s highest-quality inexperienced tea.
• However after record-breaking heatwaves, Japanese producers have struggled to fulfill demand.
• Different nations, comparable to China, Vietnam, and India, can even develop inexperienced tea, however questions on its high quality persist.

Matcha is in all places – from Starbucks menus to specialty espresso store choices. 

Its vibrant inexperienced hue is a standout on social media platforms, bolstering its recognition. Additional fuelled by file ranges of tourism to Japan and the surge in well being and wellness traits, matcha is in its golden age.

However the world growth is outpacing manufacturing, leading to provide shortages in Japan – thought of to develop the world’s finest matcha. The nation’s matcha manufacturing tripled between 2010 and 2023, nevertheless, record-breaking heatwaves imply farmers are struggling to fulfill hovering demand.

International locations comparable to China, Vietnam, and India can develop inexperienced tea, however have they got the capability to provide as high-quality as Japan?

To study extra, I spoke to André Fasciola of Matcha.com and Jared Nyberg from JagaSilk. 

You may additionally like our article on whether or not matcha has turn out to be the brand new espresso.

What’s driving the growth in matcha consumption?

It’s not possible to disregard matcha in 2025. Though the inexperienced tea powder has been on espresso store menus for years, revived curiosity has spurred its recognition to new heights.

The worldwide matcha market is experiencing speedy development, projected to exceed US$7 billion by 2030 from US$4.3 billion in 2023.

As soon as relegated to simple scorching and iced lattes, or just added to scorching water for tea purists, matcha is now the perfect canvas for beverage customisation. Its shiny inexperienced color contrasts properly with a wide range of milks, syrups, and flavourings – making it stand out on social media feeds.

Gen Z are driving the pattern, choosing closely customised drinks that mirror their personalities and existence. Matcha’s clean-look packaging and ritualistic preparation additionally attraction to this demographic, as they more and more align the merchandise they purchase with private model identities.

Well being and wellness are additionally key to the growth in consumption. Matcha comprises an abundance of antioxidants (together with polyphenols like catechins) and phytochemicals (comparable to chlorophyll and quercetin), which purportedly supply a variety of well being advantages. These embrace anti-inflammatory results, decrease blood strain and LDL (or “dangerous”) levels of cholesterol, and improved focus and application.

As youthful shoppers more and more prioritise their well being and well-being, matcha can be rising as a viable various to espresso. Each include caffeine, however matcha is much less more likely to trigger a “crash” in comparison with espresso. It’s because its L-theanine content material helps launch caffeine extra slowly and steadily, offering sustained power with out the sudden spike and subsequent hunch.

The post-pandemic tourism surge in Japan, the world’s most well-known producer of matcha, can be driving its recognition. International guests are more and more drawn to the centuries-old ritual of matcha preparation, and wish to replicate it themselves again dwelling.

However skyrocketing demand is outpacing matcha provide

The surge in matcha consumption exhibits no indicators of slowing down any time quickly.

“Matcha is actually world now, not simply restricted to the West,” says André, the CEO and co-founder of Matcha.com, a US importer of Japanese matcha merchandise and academic useful resource for matcha fanatics. “The matcha craze is in Africa, the Center East, Singapore, and plenty of different non-Western nations.”

Extra espresso outlets, huge and small, are tapping into the pattern. Some, most notably Clean Avenue, are actually constructing their manufacturers round matcha, doubling down on customised, signature choices that attract new clients.

Nonetheless, the worldwide rising urge for food for matcha is a double-edged sword. Japan, broadly considered the world’s finest producer of matcha, is experiencing persistent provide shortages.

Though the Japanese authorities has launched subsidies for producers to change from sencha (conventional inexperienced tea leaf) to tencha (inexperienced tea floor into powder) to assist meet demand, provide chains proceed to be strained.

“Historically grown matcha is a really labour-intensive course of that requires expert staff and particular rising circumstances,” André says. “There’s additionally an ageing farmer inhabitants in Japan; the common age of a tea farmer is 65 years previous.

“In some ways, the Japanese tea business hasn’t modernised. They’re nonetheless rising, selecting, and processing matcha in old-style methods,” he provides. “Most high-quality matcha is picked by hand.”

Nonetheless, as with specialty espresso, these diligent harvesting and processing strategies are what preserve matcha’s prime quality and depth of flavour.

Japanese producers use a mix of shade-growing strategies to decelerate the maturation of the tea crops. After cautious and selective handpicking, the leaves are steamed to stop oxidation, preserving their vibrant color and delicate flavours. Farmers then dry and kind the leaves for high quality, and destem and devein them.

Lastly, the dried leaves are slowly stone-ground into an ultra-fine powder utilizing both machine mills or conventional granite stone mills. The sluggish and particular milling course of preserves matcha’s pure sweetness and dietary efficiency.

Can different nations develop matcha?

As Japan struggles to fulfill the rising world demand for matcha, patrons might look elsewhere for extra steady provides.

China is at the moment the world’s greatest producer of matcha. Tongren Metropolis, situated in southwest Guizhou Province, is dwelling to the world’s largest single-site matcha manufacturing facility, which even exports massive volumes to Japan.

Nonetheless, producers in China typically lack the experience and infrastructure to match the standard of matcha grown and processed in Japan.

“Matcha originated in China, however the Japanese perfected it,” says Jared, the co-owner of JagaSilk, a Canadian “maccha” miller and wholesaler. “I’ve by no means had good-quality matcha exterior of Japan; it’s all the time missing in umami.”

In Japan, matcha predominantly grows within the areas of Uji, Yame, and Nishio. The local weather and terroir, together with the quantity of solar, shade, rainfall, groundwater, and soil high quality, all influence matcha’s flavour and high quality.

Though the phrases “ceremonial-grade” and “culinary-grade” have turn out to be synonymous with matcha manufacturers proliferating in Western nations, Japan doesn’t recognise these high quality requirements.

“These are Western advertising phrases. In Japan, matcha is graded by the point of yr it’s harvested, the color, the scent, the cultivar/mix, and most significantly, the flavour,” André explains. “Nice matcha is shiny inexperienced, tastes naturally candy, and is stuffed with umami.

“The primary harvest produces the very best quality tea leaves; the crops have sat dormant all winter. These matchas are usually drunk straight, like nice matcha needs to be,” he provides. “There are second and third harvests all year long, that are usually in summer season and fall. The leaves are a bit decrease on the tea plant and are typically extra astringent in flavour and fewer inexperienced in color.”

Vietnam, South Korea, and Myanmar are different main growers of matcha. Sri Lanka, India, and Kenya additionally produce inexperienced tea, however don’t have the required infrastructure and data to provide commercially viable, high-quality volumes. 

“What makes Japanese matcha nice is 800 years of experience, the perfect geological environmental rising circumstances, and perfection of the tools and course of,” André says. “There are areas of China which are trying to provide matcha. Nonetheless, they lack the experience, tools, soil circumstances, and the fitting tea plant cultivars obligatory to provide nice high quality matcha.”

A query of high quality

Whereas Japan grapples with sustained matcha provide shortages, nations comparable to China are poised to broaden their manufacturing capability. Nonetheless, this can probably lead to a wider division of high quality on the worldwide market.

“It’s simpler to provide lower-quality matcha, even domestically,” says Jared. “So in Japan, you might produce it, and doubtlessly meet various demand, so long as extra producers change over from rising different forms of tea.”

However for specialty espresso outlets aiming to broaden their concentrate on espresso high quality to incorporate matcha, sourcing the highest-quality merchandise is essential. There are a number of figuring out elements that café operators can search for, together with:

• Color: A shiny, vibrant inexperienced color, which ends from an efficient shading course of, signifies superior high quality.
• Texture: Finely floor matcha ought to really feel silky and clean.
• Aroma: Excessive-quality matcha has a candy perfume with a contemporary, grassy scent.
• Style: Excessive-quality matcha has a well-balanced umami flavour. Creamy and vegetal, with minimal bitterness, sweetness, and slight astringency.
• Packaging: High quality matcha is usually saved in hermetic containers or packaging in comparatively small portions to keep up freshness and defend it from gentle and air publicity, guaranteeing optimum flavour and dietary advantages.

“Make your tea programme actually easy, however make it actually prime quality,” Jared advises. “You must put money into a bit bit of coaching and serve it correctly, exhibiting the tea its correct respect.”

The worldwide matcha craze is unlikely to subside within the coming months, prompting extra espresso outlets to observe go well with and add it to their menus. 

However as provide shortages persist, operators must be aware of the place their matcha is coming from and the extent of high quality they’re striving for.

Loved this? Then learn our article on whether or not inexperienced tea comprises extra caffeine than espresso.

Picture credit: Matcha.com, Miyuki Nyberg, JagaSilk

Good Every day Grind

Wish to learn extra articles like this? Join our e-newsletter!