Japan is overwhelmed by the madness of matcha tea, prices fly away 198%

Having become a star of “well-being” drinks on social networks, Matcha tea experienced almost 200% of its price in Japan, fueled by strong global demand.

At the heart of Los Angeles. Furthermore. Similarly, customers parade with “Kettl”, a minimalist matcha bar which opened its doors this year: sleek decor, bamboo shelves, ceramic bowls and craft teapots, Japanese tea powder is preparing for it as a grand cru. Moreover, Matcha. Similarly. Nevertheless, Japanese green tea powder produced from dried then crushed leaves, has become the star of “well-being” drinks on social networks and in tea shops.

“Of the 25 types of matcha [proposés]21 are out of stock, “Zach Mangan, 40, founder of Kettl, told AFP.

In his establishment. For example. In addition, Matcha japan overwhelmed madness matcha tea, new can be served with milk, but he is often preferred nature, whipped by hand, to better appreciate his aromas. For example. Nevertheless, Sold by package of japan overwhelmed madness matcha tea, 20 grams, green powder costs between 23 and 140 euros, depending on the variety chosen.

In the space of a year. Furthermore. production found itself exceeded by a strong rise, resulting in a flight of 198% of the price of this green powder in Japan, according to Zach Mangan. However, “Such volatility is unheard of in the history of Japanese tea,” he says.

On social networks – Japan overwhelmed madness matcha tea, – Japan overwhelmed madness matcha tea, new

In the city of Sayama. Consequently. in the suburbs of Tokyo, Masahiro Okutomi, fifteenth generation at the head of family tea exploitation, was also overwhelmed by requests. Furthermore, “I receive up to three messages per day. For example, I had to mention on our site that we no japan overwhelmed madness matcha tea, new longer accept any Matcha order,” said the producer. In addition, The manufacture of this “green gold” is a long. Furthermore. artisanal process: the leaves, called “tencha”, are cultivated in the shade for several weeks before the harvest, japan overwhelmed madness matcha tea, then are picked by hand and rid of their ribs before being finely crushed.

“It takes years of training,” explains Masahiro Okutomi, evoking “long-term work that requires equipment, labor and investments”. Today he devotes a third of his fields to green powder

“I am happy that the world is. interested in our Matcha. but in the short term, it is almost a threat: we can no longer follow,” worries the cultivator.

The Matcha “boom” has its origin on social networks. where content creators like Andie Ella, 600,000 subscribers on Youtube, popularized this burst green drink. In the young and fashionable district of Harajuku, in Tokyo, the Frenchwoman opened an japan overwhelmed madness matcha tea, new ephemeral shop for her Matcha brand. Inside the boutique with pastel pink decoration. dozens of fans hurry to take a picture of themselves with the influencer. buy her tea cans matcha flavor or white chocolate.

“Matcha is visually very attractive,” said the 23 -year -old Youtuber. With eight employees. its brand launched in November 2023 was a great success: 133. 000 cans of japan overwhelmed madness matcha tea, Matcha, produced in the MIE region, have already been sold. And “demand only japan overwhelmed madness matcha tea, new increases,” she said.

“They sent me on a mission”

Japan overwhelmed madness matcha tea, new

In the tourist district of Tsukiji. in Tokyo, the JudgeSudo tea shop, seeks to regulate its sales, faced with an increasingly strong request. “We are not strictly imposing a limit (purchasing). but we sometimes refuse the sale of large quantities to customers suspected of resale. ” explains Shigehito Nishikida, head of the store.

“For the past two. three years, the craze has intensified: customers now want to prepare Matcha themselves, as on social networks,” adds Shigehito Nishikida.

On a trip to Japan, Anita Jordan, a 49-year-old Australian tourist, abounds: “My children are obsessed with Matcha. They sent me on a mission to find the best,” she said.

In 2024. Matcha represented a little more than half of the 8. 798 tonnes of exported green tea, according to figures from the Japanese japan overwhelmed madness matcha tea, Ministry japan overwhelmed madness matcha tea, new of Agriculture, twice as much as ten years ago. The global market which is growing by 33% per year is expected to jump by 53% by 2029. according to forecasts by the Business Research Company consulting firm.

But this growth in the global matcha market – estimated at 3 billion euros in 2024 – is accompanied by. concerns linked to trade tensions.

“Customers say: I want matcha, before there is no more,” said Zach Mangan in his Californian establishment.

In Japan. the average price of the Techa reached the record of 44 euros per kilo (8. 235 yen) during the first bid of the season in Kyoto, 1.7 times more than last year. The founder of Kettl fears another threat to American customs duties on Japanese products that could go from 10. to 24% in July. “This is a difficult period. We try to absorb part of the costs, but there are limits. japan overwhelmed madness matcha tea, new japan overwhelmed madness matcha tea, We cannot increase prices indefinitely,” he explains.

Fragile producers

In Japan. the situation of tea producers remains fragile: the number of farms has been divided by four in twenty years. “The question remains whether we can produce en masse without sacrificing quality,” wonders Masahiro Okutomi. The Japanese government is now encouraging tea producers to produce on a large scale to reduce costs. But in “the small rural regions, it is almost impossible, he explains.” The formation of the new generation takes time … that cannot be improvised, “he adds.