Matcha Prices Surge Amid Global Shortage

The rising popularity of matcha has led to a global shortage due to high demand and limited production in Japan. Demanding harvesting and processing methods, combined with a decline in the number of Japanese farmers, are exacerbating the problem.

Japanese green tea exports reached 36.4 billion yen ($247 million) last year, quadrupling in the past decade, with 44% exported to the United States.

At the spring auction in Kyoto, the price of tencha (tea variety for matcha) increased by 170%. Retailers report that matcha prices have doubled in one year.

Ito En has established a new division for matcha and is increasing prices by 50%-100% from September. The company is struggling to persuade farmers to grow more tencha.

Chitose Nagao, owner of Atelier Matcha, emphasizes the importance of educating consumers about the different qualities of matcha.

Source: newmoney.gr