In recent years, matcha, Japan’s iconic powdered green tea has become a global sensation. Once reserved for traditional tea ceremonies, it has now made its way into lattes, desserts, skincare products, and even cocktail menus worldwide.
But behind the frothy green drinks and Instagram-worthy desserts lies a growing concern: Japan’s matcha industry is struggling to keep up with surging international demand.
The global matcha obsession can largely be attributed to the power of social media and the post-pandemic travel boom.
Platforms like TikTok have exploded with content showcasing matcha recipes, Japanese culture, and scenic tea fields, sparking a worldwide fascination with the vibrant green powder.
Coupled with a weak yen and relaxed travel restrictions, Japan saw a record-breaking 37 million visitors last year, a 47% increase from the previous year,…