Japan overwhelmed by the worldwide success of matcha

(Tokyo) In the heart of Los Angeles. Therefore, customers parade at Kettl, a minimalist matcha bar that opened its doors this year: sleek decor, bamboo shelves, ceramic bowls and craft theirs, Japanese tea powder is preparing for it like a Grand Cru. Moreover,

Posted at 7:07 a.m.

Matcha, Japanese green tea in powder produced from dried leaves then crushed, has become the star of “well-being” drinks on social networks japan overwhelmed worldwide success matcha and in tea shops. Therefore,

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

In his establishment. Therefore, Matcha can be served with milk, but he is often preferred nature, whipped by hand, to better appreciate his aromas. Nevertheless, Sold by 20 gr package, green powder costs between 23 and 140 euros (36.63 and 222.96 Canadian dollars), depending on the variety chosen. Furthermore,

In the space of a year. Consequently, 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 Mr. Furthermore, Mangan. Therefore,

“Such volatility is unheard of in the history of Japanese tea,” he says. Similarly, japan overwhelmed worldwide success matcha

In the city of Sayama. Consequently, in the suburbs of Tokyo, Masahiro Okutomi, 15^e Generation at the head of the exploitation of family tea, has also been overwhelmed by requests. For example,

“I receive up to three messages per day. Therefore, I had to mention on our site that we no longer accept any Matcha order, ”says the producer. Meanwhile,

The manufacture of this “green gold” is a long. Moreover, artisanal process: the leaves, called “techa”, are cultivated in the shade for several weeks before harvest, then are picked by hand and rid of their ribs before being finely crushed. Consequently,

“It takes years of training,” says Okutomi. “It is a long-term job that requires equipment, labor and investments. »»

japan overwhelmed worldwide success matcha

Japan overwhelmed worldwide success matcha

“We can no longer follow”

“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, who devotes a third of his fields to green powder.

The Matcha “boom” has its origin on japan overwhelmed worldwide success matcha 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 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 and buy her tea cans matcha flavor or white chocolate.

“Matcha is visually very attractive,” explains the 23 -year -old Youtuber.

With eight employees. its brand launched in November 2023 was a great success: 133,000 cans of Matcha, produced in the MIE region, have already been sold. And “demand only increases,” she said.

In the tourist district of Tsukiji. in Tokyo, the JudgeSudo japan overwhelmed worldwide success matcha tea shop, seeks to regulate its sales, faced with an increasingly strong request.

“We do not strictly impose a limit [à l’achat]but we sometimes refuse the sale of large quantities to customers suspected of resale. “explains Shigehito Nishikida, head of the store. Additionally,

“For the past two. three years, the craze has intensified: customers now want to prepare Matcha themselves, as on social networks,” added japan overwhelmed worldwide success matcha Mr. 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… ”

Customs surcharges

In 2024. Matcha represented a little more than half of the 8798 tonnes of exported green tea, according to figures from the Japanese Ministry of Agriculture, twice as much as ten years ago.

But this growth in the global matcha market – estimated at 3 billion euros (4.74 billion Canadian dollars) in 2024 – is accompanied by concerns related to trade tensions.

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

In Japan, japan overwhelmed worldwide success matcha the average price of the Techa reached the record of 44 euros per kilo ($ 70.07 Canadian dollars) during the first auction 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.

“It is a difficult period. We try to absorb part of the costs, but there are limits. We cannot increase prices indefinitely, ”he explains.

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 japan overwhelmed worldwide success matcha is now encouraging tea producers to produce on a large scale to reduce costs.

But in “Small rural regions, it’s almost impossible,” explains Mr. Okutomi. The training of the new generation takes time … it cannot be improvised. »»