Is your favourite drink fuelling global crisis no one’s talking about?
- Replies 15
Move over, flat whites—there’s a new green giant in town, and it’s stirring up more than just your morning latte.
That familiar swirl of matcha has become a staple in cafés and kitchens across the globe, thanks to its earthy flavour and supposed health perks.
But now, soaring demand is triggering a supply squeeze that could leave fans feeling more bitter than sweet.
While Australia has long been known for its coffee culture, a quiet revolution has been brewing (pun intended) in our mugs.
Matcha, once reserved for Japanese tea ceremonies and the occasional health food aisle, has exploded in popularity across the country.
Whether you’re sipping a matcha latte at your favourite café or whisking up a cup at home, you’re part of a movement that’s seen matcha production in Japan nearly triple since 2010.
But with great popularity comes great responsibility—and, apparently, a looming shortage. According to Japan’s agricultural ministry, green tea exports (including matcha) jumped by 25 per cent last year alone.
The Japan Times has even warned that a matcha shortage could hit this year, as global demand outpaces what traditional tea farms can supply.
So, what’s behind this green gold rush? Christelle Young, Managing Director of T2, says it’s a perfect storm of health trends, cultural curiosity, and a little help from social media.
'Matcha fits perfectly with Australia’s increasing focus on health, wellness, and mindfulness,' she explained.
Packed with antioxidants and L-theanine (which promotes calm and focus), matcha offers a gentler, more sustained energy boost than coffee, without the dreaded jitters or crash.
Add to that the post-pandemic travel boom—nearly a million Aussies visited Japan last year—and it’s no wonder we’re all craving a taste of the Land of the Rising Sun.
As more Australians immerse themselves in Japanese culture, matcha has become a must-have back home.
And let’s not forget the power of social media. Influencers and wellness bloggers have turned matcha into a viral sensation, sharing recipes for everything from matcha pancakes to matcha-infused cocktails.
If you’ve ever been tempted by a video of a perfectly frothed, emerald-green latte, you’re not alone!
But here’s where things get tricky. It’s not just any matcha we’re after—it’s the good stuff.
Traditionally, ceremonial-grade matcha was reserved for special occasions and tea ceremonies.
Now, everyday drinkers are demanding this premium product for their daily fix.
Producing high-quality matcha is no small feat: leaves are hand-picked, carefully dried, and ground in stone mills that process less than 60 grams per hour. It’s a labour of love, but it means the supply is limited.
As a result, some brands have started rationing their matcha, raising prices, or even suspending sales.
Sydney’s Simply Native, for example, recently limited customers to one item per brand.
Ippodo Tea, a 300-year-old Japanese company, temporarily halted sales of certain products due to overwhelming demand.
Behind the scenes, many Japanese tea farms are small, family-run operations.
While the government encourages more farmers to switch to matcha production, there’s understandable hesitation.
Building new factories and investing in infrastructure is risky, especially when no one knows if the matcha craze will last.
Anna Poain, director of the Global Japanese Tea Association, warns that panic buying and stockpiling are only making things worse.
'The industry is ill-prepared for this sudden surge,' she said.
'Many people say it’s here to stay, but who knows?'
If you’re a regular matcha drinker, you might notice some changes in the coming months.
Prices could rise, and your favourite blend might be harder to find.
Some stores are already prioritising their flagship locations and online outlets, using a 'tiered distribution system' to make sure the most popular products stay in stock.
But don’t panic just yet! Companies like T2 work closely with tea gardens to secure their supply and support growers.
They’re also getting creative, launching new flavours like Strawberry Matcha and White Chocolate Matcha to keep things interesting, even if some variants are temporarily out of stock.
Only time will tell if matcha mania is a passing fad or a permanent fixture in our pantries.
For now, it’s clear that our thirst for this green super-drink is having a real impact on the global market—and on the farmers who make it all possible.
Have you jumped on the matcha bandwagon, or do you prefer to stick with your trusty cuppa or coffee? Have you noticed any shortages or price hikes at your local shops? And what’s your favourite way to enjoy matcha—classic latte, smoothie, or something more adventurous?
Share your thoughts, tips, and recipes in the comments below.
Read more: Discover the Secret to Better Sleep for Seniors: A 12-Month Matcha Trial Reveals Surprising Results!
That familiar swirl of matcha has become a staple in cafés and kitchens across the globe, thanks to its earthy flavour and supposed health perks.
But now, soaring demand is triggering a supply squeeze that could leave fans feeling more bitter than sweet.
While Australia has long been known for its coffee culture, a quiet revolution has been brewing (pun intended) in our mugs.
Matcha, once reserved for Japanese tea ceremonies and the occasional health food aisle, has exploded in popularity across the country.
Global demand for matcha, including in Australia, has surged so much that Japanese tea farms are now struggling to keep up, leading to possible shortages and supply chain issues. Credit: Maridav / iStock
Whether you’re sipping a matcha latte at your favourite café or whisking up a cup at home, you’re part of a movement that’s seen matcha production in Japan nearly triple since 2010.
But with great popularity comes great responsibility—and, apparently, a looming shortage. According to Japan’s agricultural ministry, green tea exports (including matcha) jumped by 25 per cent last year alone.
The Japan Times has even warned that a matcha shortage could hit this year, as global demand outpaces what traditional tea farms can supply.
So, what’s behind this green gold rush? Christelle Young, Managing Director of T2, says it’s a perfect storm of health trends, cultural curiosity, and a little help from social media.
'Matcha fits perfectly with Australia’s increasing focus on health, wellness, and mindfulness,' she explained.
Packed with antioxidants and L-theanine (which promotes calm and focus), matcha offers a gentler, more sustained energy boost than coffee, without the dreaded jitters or crash.
Add to that the post-pandemic travel boom—nearly a million Aussies visited Japan last year—and it’s no wonder we’re all craving a taste of the Land of the Rising Sun.
As more Australians immerse themselves in Japanese culture, matcha has become a must-have back home.
And let’s not forget the power of social media. Influencers and wellness bloggers have turned matcha into a viral sensation, sharing recipes for everything from matcha pancakes to matcha-infused cocktails.
If you’ve ever been tempted by a video of a perfectly frothed, emerald-green latte, you’re not alone!
But here’s where things get tricky. It’s not just any matcha we’re after—it’s the good stuff.
Traditionally, ceremonial-grade matcha was reserved for special occasions and tea ceremonies.
Now, everyday drinkers are demanding this premium product for their daily fix.
Producing high-quality matcha is no small feat: leaves are hand-picked, carefully dried, and ground in stone mills that process less than 60 grams per hour. It’s a labour of love, but it means the supply is limited.
As a result, some brands have started rationing their matcha, raising prices, or even suspending sales.
Sydney’s Simply Native, for example, recently limited customers to one item per brand.
Ippodo Tea, a 300-year-old Japanese company, temporarily halted sales of certain products due to overwhelming demand.
Behind the scenes, many Japanese tea farms are small, family-run operations.
While the government encourages more farmers to switch to matcha production, there’s understandable hesitation.
Building new factories and investing in infrastructure is risky, especially when no one knows if the matcha craze will last.
Anna Poain, director of the Global Japanese Tea Association, warns that panic buying and stockpiling are only making things worse.
'The industry is ill-prepared for this sudden surge,' she said.
'Many people say it’s here to stay, but who knows?'
If you’re a regular matcha drinker, you might notice some changes in the coming months.
Prices could rise, and your favourite blend might be harder to find.
Some stores are already prioritising their flagship locations and online outlets, using a 'tiered distribution system' to make sure the most popular products stay in stock.
But don’t panic just yet! Companies like T2 work closely with tea gardens to secure their supply and support growers.
They’re also getting creative, launching new flavours like Strawberry Matcha and White Chocolate Matcha to keep things interesting, even if some variants are temporarily out of stock.
Only time will tell if matcha mania is a passing fad or a permanent fixture in our pantries.
For now, it’s clear that our thirst for this green super-drink is having a real impact on the global market—and on the farmers who make it all possible.
Share your thoughts, tips, and recipes in the comments below.
Read more: Discover the Secret to Better Sleep for Seniors: A 12-Month Matcha Trial Reveals Surprising Results!
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what’s the point, if your drinking it with flavours and added sugars, where’s the health benefit.
