Essayer OR - Gratuit
MATCHA MANIA
Saturday Star
|March 29, 2025
Can Japan’s tea industry keep up with the soaring global demand?
IN RECENT years, matcha, Japan’s iconic powdered green tea has become a global sensation. Once reserved for traditional tea ceremonies, it has now made its way into lattes, desserts, skincare products, and even cocktail menus worldwide.
But behind the frothy green drinks and Instagram-worthy desserts lies a growing concern: can Japan’s matcha industry is struggling to keep up with surging international demand.
The global matcha obsession can largely be attributed to the power of social media and the post-pandemic travel boom.
Platforms like TikTok have exploded with content showcasing matcha recipes, Japanese culture, and scenic tea farms, sparking a worldwide fascination with the vibrant green powder.
Coupled with a weak yen and relaxed travel restrictions, Japan saw a record-breaking 25 million visitors last year, a 47% increase from the previous year, according to CNN Bloomberg.
Many tourists returned home with a newfound appreciation for matcha, further fueling demand.
According to Japan’s Ministry of Agriculture, Forestry and Fisheries (MAFF), the export value of green tea (including matcha) reached 8.32 billion yen (approximately $44.4 million) in 2023, a 25% increase from 2022.
However, this boom has exposed the limitations of Japan’s traditional tea production methods, which are struggling to scale up to meet the global craze.
Why can’t Japan simply produce more matcha?
Matcha production is a time-intensive and laborious process. High-quality matcha comes from tencha leaves, which are shaded for weeks before harvest to enhance their flavour and nutrient content.
Cette histoire est tirée de l'édition March 29, 2025 de Saturday Star.
Abonnez-vous à Magzter GOLD pour accéder à des milliers d'histoires premium sélectionnées et à plus de 9 000 magazines et journaux.
Déjà abonné ? Se connecter
PLUS D'HISTOIRES DE Saturday Star
Saturday Star
THROWING SHADE: DJ Speedsta faces backlash after cryptic post
SOUTH African music producer and radio personality DJ Speedsta is facing online backlash after he shared a cryptic post on X following the announcement of his rumoured girlfriend Shamiso Mosaka's new gig on the \"Podcast and Chill Network\".
1 mins
February 28, 2026
Saturday Star
Budget brings welcome concessions for consumers
FINANCE Minister Enoch Godongwana's Budget Speech to Parliament on Wednesday was brighter than generally expected and a welcome turnaround from last year's fiasco, when the Minister unilaterally tried to increase VAT without buy-in from the other parties in the Government of National Unity.
3 mins
February 28, 2026
Saturday Star
The world's only 'quit your job' bar: inside the viral resignation sensation
BURNOUT.Toxic work culture. Jobs that clash with your values. Most of us have heard these terms, and many have experienced them firsthand.
3 mins
February 28, 2026
Saturday Star
Bible in hand, Russell Brand pleads not guilty to new sexual assault charges
WHEN a male celebrity stands in court and says “not guilty”, that is not just a headline. That is a moment. And in 2026, moments like this land differently.
2 mins
February 28, 2026
Saturday Star
Ahmed's late cameo helps England beat NZ by four wickets
REHAN Ahmed's unbeaten 19 off just seven deliveries, combined with Will Jacks’ stable 32, helped England overcome New Zealand by four wickets in their Group 2 Super 8s clash of the ICC Men's T20 World Cup 2026 at the R. Premadasa Stadium yesterday.
1 mins
February 28, 2026
Saturday Star
Stepping out of comfort to advance your career
YOUR comfort zone — a familiar space where behaviours fit a routine pattern that minimises stress and risk — can also be a potent barrier to your career growth and innovation.
3 mins
February 28, 2026
Saturday Star
Sedan wins hearts with sharp handling despite steep price and cheap plastics
THE Audi A3 35 TFSI Black Edition sedan stood in my driveway.
3 mins
February 28, 2026
Saturday Star
'You don't have to be perfect' - Kairos' modelling milestone
MZANSI'S favourite child celebrity, Kairo Forbes, is officially taking the modelling world by storm.
1 min
February 28, 2026
Saturday Star
Sundowns' Cardoso’s heartfelt plea to fans for support against Sekhukhune United
MAMELODI Sundowns coach Miguel Cardoso has issued a heartfelt plea for support ahead of his team’s critical Betway Premiership clash against Sekhukhune United tomorrow at Loftus Versfeld.
1 mins
February 28, 2026
Saturday Star
Zondeki expects Proteas coach Conrad to go full throttle against Zimbabwe
FORMER Proteas fast bowler Monde Zondeki, having been coached by Shukri Conrad at Western Province during the early days of his playing career, reckons that the Proteas will go full throttle against Zimbabwe in Delhi tomorrow.
2 mins
February 28, 2026
Listen
Translate
Change font size

