What happened and alternative sources

With the recent surge in global popularity, matcha powder It’s at the top of everyone’s shopping list. For months, “Japan Haul” videos have been featuring dozens of matcha jars salvaged by tourists in Kyoto and Tokyo. The self-proclaimed “Matcha Creator” even packed various flavors from various famous brands into giant suitcases to test their contents. However, this mass matcha consumerism appears to be coming to a screeching halt – extreme demand has led to an unprecedented matcha shortage in Japan.

As winter approaches, matcha drinkers have limited access to their beloved hot beverage. Given the Japanese yen’s lows and subsequent overtourism Last year, a shortage of matcha was indicative of a broader problem of overconsumption.

Matcha demand continues to surge

Japanese tea brands Inventories of matcha powder have been struggling to meet the huge demand in brick-and-mortar and online stores. Many of them have stopped selling matcha products. More than one wave and Marukyu Hill Garden Most of the duo’s collection sold out for the first time.

Tea plantation harvesting capacity

The main reason for matcha’s enduring premium status and higher price point is its delicate and time-consuming production process. The best tea leaves are picked only once a year for a very limited period of less than two months. So it’s no surprise that matcha is almost sold out in Japan this year.

The best tea leaves (“first flush” matcha) are harvested in April and May, and farmers could not have predicted that the drink’s popularity has grown exponentially since then. While lower grades of “second punch” and “third punch” matcha leaves are harvested in June-July and September-October respectively, they are not as popular with brands or customers.

Impact on Japanese matcha brands

Companies have been trying to preserve some supply since October. Specialty stores in Tokyo and Kyoto have been limiting purchases to one item per person, especially for the most popular flavors. September 5, Ippodo announces price increase Its matcha products are comprehensive. Marukaku Koyamaen did it Same in October, and warned customers not to place orders online for resale purposes.

Some institutions abroad also impose similar restrictions. Sydney cafes and retailers begin imposing purchasing restrictions, with reports straits timesSince mid-October, Singaporean companies have increased the price of matcha products by 15%.

Why is matcha so popular abroad?

Matcha-flavored snacks like KitKats have always fascinated Japanese tourists, but the traditional tea drink has never experienced the sales levels it does now. Japan’s tea (including matcha) export value will reach an astonishing high of approximately 29.2 billion yen in 2023. This figure is approximately double the amount recorded in 2019.

Visual appeal on Instagram

Of course, social media is one of the main reasons for the surge in demand for matcha globally. During the heyday of Instagram food culture in the mid-2010s, desserts and brunch dishes had to be visually stimulating and unique in concept to stand out from the crowd. Taiyaki Ice cream and rainbow bagels. Restaurants and cafes in big cities can no longer rely solely on taste or health benefits to attract and retain customers’ attention: food needs to be Instagrammable to attract a following.

In line with this trend, an American duo opened Cha Cha Matcha in New York City’s Nolita neighborhood in 2016, becoming one of the first Western chains to commodify matcha’s aesthetic appeal. With its millennial pink storefront, palm tree graphics and eye-catching neon sign (“I Love You, Matcha”), the cafe quickly gained a cult following. Cha Cha is just one example of many Western businesses opting for matcha so far.

The rise of TikTok aesthetics

However, the trend of making matcha lattes at home is relatively new. As TikTok rises in popularity during 2020 pandemic lockdowns, make fun drinks like Korean dalgona The (whipped) coffee became a coping mechanism for pain and boredom. With viral recipes ranging from banana bread to baked feta pasta, matcha’s relevance continues to rise, especially in the digital realm. This is largely because the drink is tied to several of TikTok’s “aesthetics,” which package micro-trends and products into aspirational content.

Search “balletcore matcha” on pinterest

“Clean Girl” and “Ballet Core”

In 2022, the “clean girl” aesthetic begins to dominate the fashion, beauty, and wellness industries. With a sleek bun, a 10-step skincare routine, and an effortless Aritzia foundation set, the “clean girl” starts her morning ritual with a glass of iced matcha.

Later that year, as the clean-girl aesthetic began to oversaturate digital and physical realms, Gen Z began to shift toward “balletcore,” which included ultra-feminine visuals like ribbons on everything and Mary Janes and pastel tones. As obsession with girly brands like Miu Miu and Sandy Liang grows, so does demand for cute matcha drinks in ribbon-patterned mugs.

TikTok’s algorithm ensures that these visual references—which include not just fashion and beauty products, but also food and household items—seep into your mind. Since TikTok’s aesthetic is largely rooted in personal lifestyle content, incorporating homemade matcha drinks into one’s daily routine feels like a harmless and autonomous choice.

Consume with caution and alternative sources

Whether you’re looking to snap up rare items, it’s easy to be seduced by Japan’s endless shopping opportunities. hello kitty Omotesando stuffed animals or limited edition Onitsuka tiger shoes. However, it’s important to remember that buying too many matcha jars and hoarding them will take away other people’s afternoon snacks. This also creates obstacles for tea ceremony practitioners.

A global phenomenon, matcha’s sources aren’t limited to Japanese stores and online stores. American brands such as Lodge’s Matcha, chamberlain coffee, blue bottle and Nano matcha Gaining attention as a reliable alternative to Japanese options.

Rather than frantically buying as much matcha as possible during their limited stay in Japan, tourists should be able to spend a little more on matcha at home. After all, this ceremonial drink can only be consumed in small amounts and has a short shelf life—freezing may damage its flavor and texture.

It remains to be seen whether matcha brands will experience the same demand following next year’s harvest, but this year’s shortage should encourage enthusiasts to take a more mindful and sustainable approach to appreciating matcha.

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