US EditionMatcha ‘Obsession’ Drinks Tea Farms Dry
- Zach Mangan, founder of Kettl Tea, said in 2025 that soaring demand and shortages have forced them to stop accepting matcha orders in Hollywood.
- The surge follows a decade-long growth in matcha's popularity, intensified over the last two to three years by social media influencers like Andie Ella.
- Japanese producers face challenges as the number of tea plantations fell to a quarter of two decades ago, with aging farmers and difficulty finding successors worsening supply issues.
- Matcha made up over half of Japan's 8,798 tonnes of green tea exports in 2024, even as 10% US tariffs and price hikes strain the market and consumer access.
- The continuing demand surge despite higher prices and supply constraints points to persistent market pressure, while Japan encourages larger-scale farming to lower costs.
55 Articles
55 Articles
Global matcha craze sparks shortages
At a minimalist Los Angeles matcha bar, powdered Japanese tea is prepared with precision, despite a global shortage driven by the bright green drink's social media stardom, reports AFP. Of the 25 types of matcha on the menu at Kettl Tea, which opened on Hollywood Boulevard this year, all but four were out of stock, the shop's founder Zach Mangan told AFP. "One of the things we struggle with is telling customers that, unfortunately, we don't have…
Social media driving ingredient shortages in food and beverage
Social media is driving explosive demand for trendy ingredients like matcha and pistachios, causing unexpected shortages and supply chain strain. While the food system remains resilient, the industry is learning to navigate the fast-paced influence of viral trends.
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