The Journey of Matcha: From Ceremonial Roots to Global Demand
Until recent years Matcha was not a beverage enjoyed daily by the masses. Even in Japan—the heartland of Matcha—its consumption was primarily reserved for the traditional tea ceremony (chado) normally attended only once a year or during special occasions.
With Matcha’s rising global popularity Japanese farmers have adapted by producing more Tencha—the tea leaves used to make Matcha—than ever before. Yet despite their expertise and centuries of tradition, the world now faces an unprecedented shortage of this vibrant green tea powder.
Why can’t farmers meet the growing demand? What factors are driving up prices or limiting availability? Let’s explore the challenges behind your favorite beverage.
1. Matcha is a Labor-Intensive Specialty
Producing Matcha is far from simple—it’s an intricate process requiring skill, precision, and patience. Farmers must tend to their crops year-round, battling weeds, pests, and unpredictable weather patterns. A single misstep or unexpected event can ruin an entire year’s harvest.
After harvest, the tea undergoes a meticulous processing phase. Each step—steaming, drying, sorting, and grinding—is carried out with exceptional care often taking weeks to complete. The finished product is then refrigerated and shipped worldwide maintaining its quality until it finally reaches your hands.
2. Matcha’s Meteoric Rise as a Trend
What was once a niche ceremonial drink is now a global sensation fueled by social media and health-conscious influencers. Platforms like Instagram and TikTok have propelled Matcha into the spotlight making it one of the most sought-after beverages on the market.
This surge in demand has been amplified by major players like Starbucks and wellness brands embracing Matcha as a key ingredient further driving its popularity. Although producers have tried to anticipate the trend, no one could have predicted the sheer scale of its rise, especially with the influence of modern technology.
With the global Matcha market valued at $3.7 billion, and projected to nearly triple by 2032, the demand shows no signs of slowing down.
3. The Growing Strain on Farmers
A significant challenge lies in Japan’s aging farming population. Most tea farmers are elderly with fewer young people stepping in to continue the tradition. Each year, the number of farmers dwindles leading to the loss of historic tea-growing regions and a decline in Tencha production.
This aging workforce also impacts Matcha processing facilities which face worker shortages, resulting in longer wait times for the finished product. The strain on these small-scale farmers and producers is immense, adding to the challenges of meeting global demand.
4. Love and Appreciation
As Matcha undergoes this era of global adjustment we are reminded of its deeper significance. Beyond trends, Matcha represents a connection to tradition, craftsmanship, and respect. While fads may come and go, the world is learning to appreciate the artistry and effort behind this magical green tea powder.
Supporting small Matcha companies is a crucial step toward sustainability, ensuring this centuries-old tradition continues to thrive. If you have questions or want to learn more about why buying from small producers matters, don’t hesitate to reach out—we’re always here to connect and share.
With love and respect,
Adrian