An unsustainable trend

The global shortage sparks discussion on platforms like TikTok, with matcha enthusiasts debating hoarding and wastage.

This shortage has led Japanese stores to impose limits on the quantity of matcha each customer can purchase.

Anna Poian, Co-founder of the Global Japanese Tea Association, comments: “For the first time in history, we are experiencing a matcha shortage, since autumn of last year.”

She continues to explain that the tourism industry has faced a significant boom post-Covid-19, exacerbating the shortage.

“Many foreigners would buy lots of matcha to bring back home as souvenirs, sometimes even in bulk or sometimes, we’ve heard, to resell.”

Farmers are taking action to bolster production, but the overwhelming demand renders the situation untenable and they struggle to keep pace.

The excessive hoarding activity only worsens the issue while waiting for new fields to be ready for harvest.