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Matcha ‘Obsession’ Drinks Tea Farms Dry
- Zach Mangan, founder of Kettl Tea on Hollywood Boulevard, reported that matcha's popularity has surged dramatically, nearly doubling the market in one year.
- This surge follows increased social media influence, with online influencers like Andie Ella boosting demand, while US tariffs and supply shortages complicate supply chains.
- In 2024, matcha made up more than 50% of Japan's green tea exports, which totaled 8,798 tonnes, but the industry is challenged by an aging farming population and a reduction of tea plantations to just 25% of their size two decades ago.
- Mangan explained that increasing tariffs—from the current 10% to a potential 24%—necessitates raising prices, a decision they approach with careful consideration, even as customers insist, “I want matcha before it sells out.”
- The constraints suggest long-term supply pressures, as experts note producing matcha requires years of training and investment, and broader food supply systems remain resilient despite such spikes.
66 Articles
66 Articles
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Global matcha craze sparks shortages
At a minimalist Los Angeles matcha bar, powdered Japanese tea is prepared with precision, despite a global shortage driven by the bright green drink's social media stardom, reports AFP. Of the 25 types of matcha on the menu at Kettl Tea, which opened on Hollywood Boulevard this year, all but four were out of stock, the shop's founder Zach Mangan told AFP. "One of the things we struggle with is telling customers that, unfortunately, we don't have…
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