Why Is There a Matcha Shortage?
Japanese matcha production hit a record 4,000 tons in 2023 (three times more than 2008).
But despite this increase in supply, demand has grown even faster, creating a matcha shortage. From viral social media trends to record tourism in Japan, matcha has become a global phenomenon.
The shortage is so severe that Bloomberg even interviewed us about this topic.
In this Mag article, we'll look at why demand has risen so much, why farms can't keep up and what that means for your cup of matcha.
People Love Matcha
Matcha's explosion in popularity isn't accidental. Social media platforms like TikTok and Instagram have transformed matcha into an aesthetic trend, with viral videos racking up millions of views (including our own 2 million views).
Then there's tourism. Post-COVID travel to Japan has skyrocketed, bringing 37 million visitors in 2024 alone. That's a 47% jump from 2023. But these travelers aren't just sipping matcha in Tokyo. They're bringing suitcases full of matcha home with them.
But beyond the aesthetics and the tourism, there's a more practical reason people are choosing matcha. Health benefits are driving coffee drinkers to make the switch. L-theanine, an amino acid found in matcha, stops the jitteriness common with coffee while still providing steady energy.
But Farms Can't Keep Up
Here's the problem. Matcha farms are limited to only one or two harvest cycles per year. When demand suddenly spikes, there's no way to simply produce more. The tea plants need time.
Premium matcha from regions like Honyama, Shizuoka (home to 753 Matcha) requires months of shade-growing and careful cultivation.
Even the milling process is slow. Traditional stone mills grind only 30-40 grams of matcha per hour. That's roughly one small tin. Some producers use modern equipment to speed things up, but most family-run farms stick with traditional methods to keep the highest quality.
And that brings up another issue. These family-run farms are facing an aging population with fewer successors willing to take over centuries-old practices. The knowledge and expertise passed down through generations could disappear if younger people don't step in.
What This Means Now
The consequences of this shortage are visible everywhere. Major producers are limiting customer purchases and discontinuing certain products.
Priority is given to long-standing temple and shrine customers who use matcha for ceremonial purposes, leaving less available for the commercial market. New cafes and wholesalers are being turned down because the next harvest is already reserved.
Local shops in Japan are selling out instantly when they restock. One elderly shopkeeper in Tokyo mentioned that she used to have steady, predictable sales. Now, as soon as matcha arrives, it's gone. She's never seen anything like it.
Prices are rising across all matcha grades. Some people are choosing lower grade matcha to save money. Others are being more selective about sourcing and quality, wanting to make sure their matcha is worth the investment.
This shift has created a new kind of awareness. People are starting to understand that not all matcha is the same. Where it's grown, how it's processed, and what cultivars are used actually matter. Quality sourcing has become something worth paying attention to.
Expect The Best From Marlo's Matcha
At Marlo's Matcha, you can expect us to continue providing you the highest quality matcha with transparent sourcing. We know exactly where our tea comes from, and we believe that matters.
For example, our 753 Matcha is a super smooth Honyama First Harvest, Single-Origin Ceremonial Grade Matcha with deep umami. Grown in the mountains of Shizuoka, the region's mist and dramatic temperature shifts create ideal growing conditions.
You can order 753 Matcha today and try it Usucha style with just water, or in a matcha latte with your favorite milk. Either way, we’d love to be there with you as you enjoy your next matcha moment.
