YOU may refer to it as ‘just a drink made of leaves’ or may even call it your stereotypical performative-male drink, but once you have it in your drink (or just a flavor in your sweet chewy treat), there is no denying that matcha does wonders for your taste buds.
Matcha—regardless of how you make it or where you put it—is often considered one of the best treats that we’ve come to buy due to the balanced taste of sweetness and its bitterness.
Because of its rising trends and tasty appearance, there is no denying that matcha is considered to be one of the best-selling refreshments on the menu.
While matcha had been one of the trends that we’ve come to love and consume, studies have shown that the world’s best green drink is currently facing a short supply that is caused by the worldwide matcha craze.
The matcha fad first became popular in the Philippines back in 2016 when people began seeing it on their social media feeds.
Its aesthetically pleasing green appearance had made many people curious about what it tastes like, thus fueling their curiosity with a serving.
From feeding their curiosity, more people began enjoying its taste as well as its versatility. Considering that matcha originally came from a plant, it carries nutrients such as fiber, vitamins, and antioxidants.
Most of the matcha that people come to consume comes from the Land of the Rising Sun, Japan. Matcha exports come to play a huge role when it comes to the Japanese economy, as it energizes rural areas as well as boosts its tourism.
Caused by a matcha boom in Japan, it was reported that the country is slowly losing its supplies due to an increase in customer demand.
Back in 2024, it was recorded that Japan’s green tea exports had risen up to 25% in value.
According to the Ministry of Agriculture, Forestry, and Fisheries, matcha had accounted for than half of the 8,798 tons of green tea exported by Japan.
Meanwhile, tencha’s (a raw material for matcha) prices increased 170% year-on-year at the Kyoto Auction.
Aside from its rising demand, Reuters had also reported that in July, due to the heat temperatures in Kyoto, Japan, matcha supplies had been strained.
The severe heatwaves in Japan were later recorded as the hottest year in the country, causing weak production of matcha in the recent harvest of April and May.
According to Reuters’ report, a farmer from Kyoto was only able to harvest 1.5 tons of tencha, making it a quarter shy of the usual harvest of two tons.
Despite the recorded shortage of matcha, the matcha craze doesn’t seem to be going anywhere, considering that the trend is still keeping up with the Millennials and Gen-Z’s as well as with Gen Alpha.
