Japan is experiencing an unexpected shortage of matcha green tea powder, despite achieving a record production of 4,000 tons in 2023, nearly three times the output of 2008.
This surge in production has not kept pace with the rapidly increasing global demand for matcha, significantly influenced by its promotion on social media platforms.
Furthermore, a substantial increase in tourism has played a pivotal role; with 37 million tourists visiting Japan in 2024, a 47% rise from the previous year, many purchased matcha in large quantities, leaving local shelves empty and exacerbating the supply crisis.
As matcha becomes a staple ingredient in a wide array of products—from skincare items to beverages in cafes worldwide—Japan faces the challenge of balancing the preservation of its traditions with meeting the soaring global demand.
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