Matcha Tea Craze Goes Viral, Leaving Producers Struggling to Keep Up

The matcha tea craze is sweeping the world, driven by social media influencers sharing brewing tips, reviews, and recipes. The hashtag #MatchaTok has been viewed tens of millions of times, further boosting the trend.

According to a BBC report, matcha’s growing popularity is also linked to Japan’s post-pandemic tourism boom. The country’s weak currency has made it an attractive destination, increasing demand for Japanese products, including matcha.

Amid this frenzy, demand for matcha powder is surging. Lauren Purvis, a tea importer in the U.S., told the BBC that her customers have seen their monthly matcha stock sell out in just a few days.

Purvis, who runs Mizuba Tea Co., said, “Some cafes are asking for a kilo a day. They’re desperate to meet the demand.” However, this rising demand, combined with heatwaves and U.S. tariffs on Japanese imports, has led to a decrease in tea yields, pushing matcha prices higher.

Traditionally, matcha has been prized for its health benefits, caffeine content, and unique flavor, and it is the product of a centuries-old, highly specialized process. But in recent months, record-breaking heatwaves have damaged crops, leaving producers facing tough times.