It has been almost two years since I dove into the world of matcha, and in my second year, I officially began working as a digital marketing specialist for a tea farm in the heart of Japan’s tea-producing town, Wazuka, in Kyoto Prefecture. Alongside my marketing duties, I also focus on product development and managing our global market. Through this, I have witnessed the dramatic rise in demand for matcha worldwide and the challenges tea producers face in trying to maintain stock levels for their existing clients while accommodating the surge of new buyers entering the market.
Each month, I receive up to 30 emails from individuals and businesses across the globe who are eager to become matcha resellers or open their matcha cafes. This demand is not just a trend but a reflection of the growing global awareness of matcha’s health benefits. Even the Japanese government has been offering subsidies to farmers to improve matcha production.
Wazuka: The Heart of Japan’s Matcha Industry
Wazuka, nestled in the southern part of Kyoto Prefecture, is often called one of Japan’s “tea town”. It’s fertile land, rich with the perfect balance of altitude, climate, and soil, has produced high-quality tea for centuries. The region’s long history with tea production and its dedication to cultivating matcha leaves it well-positioned at the forefront of the global matcha boom.
The tea landscape in Wazuka is breathtaking, with lush green fields stretching across rolling hills. The meticulous care of local farmers who pass down traditional techniques, combined with modern farming innovations, has helped ensure the continued success of this region as a matcha powerhouse. But despite this heritage, the surge in demand for matcha has created new pressures for local producers, as they now must scale their operations to meet the needs of an ever-expanding international market.
Challenges for Producers: Meeting Global Demand
For some well-known matcha brands like Marukyu Koyamaen and Horii Shichimeien, this massive increase in demand has led them to take drastic steps to ensure that their loyal customers are still prioritized. Both brands, renowned for their high-quality matcha, have temporarily suspended their online sales to guarantee that in-store customers can still purchase the product. While this may inconvenience online shoppers, it highlights the many producer’s ongoing struggle to balance their inventory and fulfill existing orders.
Large brands, such as Ippodo, have limited their sales to one unit per customer per category, ensuring that stock remains available for as many customers as possible without overextending their resources. As a result, matcha enthusiasts are facing challenges in securing their favorite products, and some are even turning to secondary markets where prices are significantly marked up.
The Global Matcha Craze: Why the Sudden Surge?
One theory for this spike in matcha popularity comes from Tony, a well-known influencer in Japan, who hypothesizes that the trend is closely linked to the growing interest in wellness and healthy living, particularly in the West. Matcha has long been celebrated for its health benefits, such as its high antioxidant content and ability to boost metabolism, aligning with the global movement towards more mindful and health-conscious lifestyles.
While Tony’s theory holds merit, I personally believe the explosion of matcha’s popularity can also be attributed to viral content on social media platforms like TikTok and Instagram. These platforms have the power to propel trends, creating what we now recognize as FOMO (fear of missing out). As influencers and everyday users post aesthetically pleasing videos showcasing matcha lattes, matcha desserts, and matcha rituals, more people are enticed to try it, often without fully understanding the depth of its cultural and historical significance.
On one hand, it’s fantastic that more people are discovering matcha and its health benefits. On the other hand, many purchase matcha products simply because it’s “the thing to do” rather than because of an appreciation for the tea itself. In some ways, the global demand for matcha has turned it into a trend rather than a meaningful experience.
The Predictions: Will the Surge Last?
According to matcha producers like Tanaka from d: matcha Kyoto and Shunta from Horii Shichimeien, this dramatic demand increase will likely last for about three years before stabilising at a certain level. This period of rapid growth is seen as a natural result of global trends, but they predict that, as with most fads, the market will eventually mature. While the sudden rise in matcha’s popularity might seem overwhelming, these experts are confident that the tea’s legacy will endure, albeit at a steadier pace.
For now, the matcha industry is working hard to meet demand while maintaining the quality and authenticity that make Japanese matcha so special. Farmers, producers, and tea companies are working together to streamline production methods, invest in more sustainable practices, and ensure the long-term viability of their farms.
A Personal Reflection: More Than Just a Trend
As someone who genuinely loves Japanese tea, particularly matcha, it’s exciting and humbling to witness its rise on the global stage. However, I hope that as more people discover matcha, they will not only enjoy its vibrant flavor and health benefits but also †come to appreciate its rich history and cultural significance.
Matcha is not just a beverage; it’s a symbol of Japan’s centuries-old tea culture, a drink cherished by tea masters, monks, and everyday people alike for generations. In the rush to capture the latest trend, we mustn’t lose sight of the traditions and craftsmanship that make matcha so extraordinary.
In the future, as the market stabilises and matcha continues to grow in popularity, I hope that more consumers will take the time to learn about the value of matcha—its origins, its production process, and the artistry behind each cup. If they do, matcha will be something to sip and a deeper experience to savor and appreciate for years to come.
By Siti Mahdaria
