The recent surge in popularity of matcha, fueled by TikTok, has led to a significant shortage of this beloved green tea powder in Japan. As matcha enthusiasts flock to stores and cafés, many are finding their favorite brands increasingly difficult to locate, resulting in empty shelves and rising prices.
Matcha, a staple in Japanese tea ceremonies, is not only cherished for its vibrant color and unique flavor but also for its intricate production process. While it dissolves quickly in water, the cultivation of high-quality matcha can take an entire year. Despite consistent production levels, the sharp increase in demand driven by social media has strained the supply chain, as highlighted by The Guardian.
Megumi Kanaike, manager of Simply Native in Sydney, noted that producers of premium matcha from Kyoto have raised prices by up to 40%, marking the first significant price increase in years. “You’ll probably notice prices in cafés start to go up as well,” she warned. This price hike reflects the broader impact of rising demand on matcha availability.
Many popular brands featured in TikTok “matcha hauls,” such as Marukyu Koyamaen, are now sold out online and facing delays for restocking. Influencers traveling to Japan have reported difficulties finding matcha, with some shops displaying signs indicating limited availability due to overwhelming demand. One TikTok video humorously captured a shop’s notice stating they had “sold too much” and were out of raw materials.
As winter approaches, matcha lovers are left with limited access to their favorite warm beverages. The current situation highlights the need for more sustainable consumption practices within the #MatchaTok community. While some creators have faced backlash for their role in the shortage, others emphasize that matcha is still available through various sources, encouraging fans to explore alternatives rather than hoarding supplies.
With matcha’s global appeal continuing to rise, it remains crucial for consumers to adopt mindful purchasing habits. This shortage serves as a reminder of the delicate balance between demand and supply, and the importance of appreciating this ceremonial beverage responsibly.
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