The global appetite for Japanese matcha has surged dramatically in recent years, leading to concerns about potential shortages and their impact on both international markets and Japan's domestic supply.
Surging Global Demand for Japanese Matcha
Once a niche product outside Japan, matcha has gained international acclaim, particularly in regions like Europe, the United States, and here in Australia. This surge is largely attributed to increased awareness of its health benefits and its prominence on social media platforms. Now, almost every metro cafe serves a matcha latte. Japan's matcha production escalated from 1,471 tons in 2010 to 4,176 tons in 2023, with over half of this being exported to meet global demand.
Domestic Market Concerns in Japan
While the international popularity of matcha boosts Japan's economy, it raises concerns domestically. The increased exportation has led to supply constraints within Japan, prompting tea companies, especially in regions like Kyoto, to implement purchase limits to ensure local availability. The Japanese government is considering subsidies to encourage the cultivation of tencha, the raw material for matcha, aiming to balance both domestic and international demands.
Anticipated Relief with Upcoming Harvest
The annual matcha harvest, commencing around late April to early May, is expected to provide temporary relief to the supply constraints. However, experts caution that without strategic adjustments in production, demand may soon outstrip supply again. Efforts are underway to address these challenges, including government initiatives to support tea farmers and promote tencha cultivation.
Matcha at OKAERI
The global surge in demand for Japanese matcha underscores its growing popularity and recognised health benefits. However, it also highlights the need for strategic planning to ensure sustainable production that meets both international and domestic needs. The global limits have affected us here at OKAERI, but we understand and support the need to maintain Japan’s domestic supply. We will continue to work with our makers to continue bringing you our favourite matcha from Kyoto.