The US Is Japan’s Largest Matcha Purchaser. It is Straining the Trade.

Matcha has turn into one of the sought-after teas on this planet, with the US now importing over 2,000 tons from Japan a 12 months.

As extra Western shoppers demand ceremonial-grade matcha — the highest-quality and most costly variety — Japanese farmers are struggling to maintain up. Excessive climate, growing older tea farmers, and labor-intensive manufacturing strategies have all contributed to world shortages and record-high costs.

In the meantime, the rise of cafes like Aoko Matcha in New York Metropolis and social media developments like #matchatok have fueled much more demand.