Global Matcha Shortage
Matcha has been exploding onto the scene lately. You’ve probably seen it everywhere, from lattes and cakes to candy bars and cookies. Its bright green color is striking both in person and on screen, and it has been taking social media by storm. Maybe you’ve even noticed someone ordering it at Tala. It’s been a popular drink this summer, thanks in large part to the buzz on TikTok. According to TikTok’s Creative Center, there are over three million posts with the hashtag #matcha, with more than 340,000 of those created in just the last 30 days (as of August 19, 2025). Looking at trends over the past three years, matcha’s popularity has been steadily climbing, with a sharp increase in just the past year.
So what exactly is matcha? Matcha is a powdered green tea made from specially grown leaves called tencha. Unlike sencha, the leaf tea you might be familiar with that’s used for green, black, and white teas, tencha is cultivated specifically to be ground into the fine, vibrant powder we know as matcha. It comes from the Camellia sinensis plant and is grown primarily in Japan, though smaller amounts are produced in China, Taiwan, and South Korea. Matcha is rich in antioxidants and has a naturally bitter, earthy taste when consumed without sugar. There’s plenty more to know about its history and production, and if you’re curious, we dive deeper into that in another blog post called Going Green.
But why is matcha suddenly everywhere? A big part of it is its visual appeal; the bright green color pops on Instagram and TikTok, making it perfect for photos and videos. Another reason is its adoption by specialty cafes, which helps push the sense of exclusivity and keeps it tied to wellness and cultural trends. As more people seek out drinks that feel both unique and health-conscious, matcha fits the bill.
Of course, all this attention has consequences. Unlike coffee, which is produced across a wide range of countries around the equator, matcha is much more limited in where and how it’s grown. Japan is still the main source, and production is harder to scale. Rising demand and climate challenges only make supply tighter. In 2024, Japan produced over 5,300 metric tons of tencha, three times more than they produced in 2010, but even with that growth, global demand is outpacing supply (Japan Tea Central Association).
So what does that mean for us? With demand surging and supply struggling to keep up, we may start seeing shortages and rising prices. It’s also likely that sourcing will shift more toward China, South Korea, and Taiwan, which could lead to differences in both availability and quality.
Coffee has already shown us how global supply and demand shape what ends up in our cups. A poor harvest in one country can send ripples across the world, raising prices or shifting what’s available at your local café. Matcha is now experiencing the same pressures, just on a smaller scale. While coffee comes from many regions and has built a global infrastructure to support its trade, matcha production is still concentrated in a few places, which makes it more vulnerable to change. Paying attention to matcha now gives us a clearer picture of the challenges that come with any agricultural product and reminds us that every drink, whether it’s a latte or a matcha, connects us to the people and places that grow it.
Michael Michalak
Meet Michael, a suburban native with a passion for storytelling, art, and the outdoors. You’ll find him at the Winnetka café, often connecting with customers or sharing his love for music. When he’s not behind the bar, Michael enjoys hiking, backpacking, and biking—or relaxing with his favorite vinyl and a warm Miel.