Global matcha demand has surged, driven by social media trends and increased tourism in Japan. Matcha production in Japan has tripled since 2010, but extreme heatwaves have made it hard for farmers to keep up with the rising demand. While other countries like China and Vietnam can grow green tea, they struggle to match Japan's quality. Matcha's vibrant color and health benefits have made it a favorite among younger consumers, especially Gen Z. As coffee shops increasingly feature matcha, the pressure on Japanese producers grows. Despite efforts to modernize, the traditional methods and aging farmer population in Japan pose challenges. The global market is projected to exceed $7 billion by 2030, but supply shortages could lead to a decline in quality. For coffee shops, sourcing high-quality matcha is essential as they navigate this booming yet strained market.
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