MATCHA MANIA

Can Japan’s tea industry keep up with the soaring global demand?

- VUYILE MADWANTSI

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.