Matcha madness has reached new heights this summer, which has reportedly led to a shortage – and experts are now saying matcha’s popularity explosion on social media is to blame. The new global craze surrounding matcha has caused demand to skyrocket – and availability to plummet.

Health-conscious consumers have long loved matcha for its many purported health benefits. But this past year has seen demand for the powdered Japanese green tea surge to previously unforeseen levels. The New York Times reports that many in the matcha industry “attribute it in large part to internet buzz. The interest has caught tea farmers, manufacturers and sellers off guard, and driven fierce competition online among aficionados and resellers.”

Matcha is originally from China but is now deeply tied to Japanese culture. It comes from the same plant as other teas but is grown in shade to boost amino acids, chlorophyll, and theanine. The leaves are then ground into a vivid green powder. Once reserved for special occasions in Japan, it’s now a daily ritual for many abroad. Experts believe this now-daily ritual is fueled by a social media-driven surge in popularity.

The strain on the Japanese matcha supply became apparent last year when many matcha suppliers began implementing purchase limits, raising prices, and temporarily halting sales of matcha altogether. Many matcha producers are not prepared for this new surge in popularity. The New York Times states that many matcha producers “simply can’t keep up with the demand.”

Most matcha tea farms in Japan are small, family-run businesses. Growing more matcha isn’t a quick solution, as new tea plants need about five years to mature. Additionally, Japanese producers of other tea varieties are hesitant to pivot to matcha production in case this newfound matcha madness is simply a passing trend due to social media hype.

Here at home in Los Angeles, daily matcha consumption is a way of life for many Angelenos. Many L.A. workspaces have even put matcha machines in the office alongside coffee makers. And you can’t doomscroll on social media without seeing at least one L.A. influencer touting the latest and tastiest matcha latte. (Secret L.A. included!)

Is the obsessive love of matcha here to stay? Only time will tell.