The powdered Japanese green tea has become increasingly difficult to find, as its popularity on the internet has strained Japan’s tea industry. Experts warn that the global craze for matcha, fueled by social media trends, has created a surge in demand that the country’s producers are struggling to meet. This phenomenon underscores the growing influence of digital platforms on consumer behavior and traditional markets.
Matcha, known for its rich flavor and vibrant green color, has gained a massive following across social media platforms like Instagram and TikTok. These platforms have played a significant role in popularizing the drink, with influencers and celebrities showcasing its health benefits and aesthetic appeal. As a result, matcha has become a symbol of wellness and lifestyle, driving its demand to unprecedented levels.
According to industry experts, the sudden influx of consumers into the matcha market is putting pressure on Japan’s tea production capacity. Many of the country’s tea farms are now operating at full capacity, with some even resorting to exporting their products to meet international demand. However, the domestic supply has not kept pace, leading to shortages in local tea shops and cafes.
As the demand for matcha continues to rise, there is growing concern among Japanese producers about the sustainability of their supply chains. Some are exploring ways to increase production, such as investing in more efficient farming techniques and expanding their cultivation areas. Nevertheless, the challenge remains: how to balance the growing global appetite for matcha without compromising the quality and traditional methods that define the product.