Before you read: A rise in global demand, poor crop yield and an ageing workforce have led to a global matcha shortage. The price of matcha is expected to rise, and some shops may even remove matcha items from their menus

Think about it: How could a matcha shortage affect sales at shops that primarily sell matcha? How might consumers react to higher prices?

Has your favourite cafe raised the price of its matcha drinks, or even halted their sale altogether? If so, it is likely part of a growing trend.

Matcha prices worldwide are expected to increase sharply due to a matcha shortage in Japan, according to the co-founders of Hong Kong matcha brand Matchali.

Cara and Laura Li, third cousins who co-founded Matchali in 2019, regularly visit Uji in Japan to bid on matcha for their store. Uji is famous for its high-quality green tea and matcha farms.

According to the pair, there are three main reasons for this year’s matcha shortage: an ageing workforce, poor crop yield and rising global demand.