Matcha shortage in Japan: What’s going on?

There is a lot of talk in the media about the matcha shortage in Japan. For example, the subject was recently discussed on Radio 1, VRT News, and even in the Gazet van Antwerpen. But what is true about this news? And why do we suddenly hear so much about this?

As a wholesaler of tea and matcha, I notice it myself: matcha is booming! Sales are increasing every month and it seems as if the demand for this green miracle product is unstoppable. But where does this rising demand come from?

Why is matcha so popular?

In our Western society, there is a clear preference for green drinks. The idea that “green is good” has firmly established itself in recent years, and that certainly applies to matcha. I myself am living proof of this trend – I started my own tea shop with the belief that healthy and tasty products are well marketed. However, just healthy is not enough: a product must also be tasty . I remember well that I once made a blend with matcha and moringa for a customer, but it didn’t sell well, although moringa is great for diabetic patients. However, matcha has everything: it is healthy, tasty and elegant. “Matcha looks good on you” could be the perfect slogan!

Japanese culture on the rise

In addition to the growing love for green drinks, Japanese culture plays an important role in the rising demand for matcha. Since the corona measures, there has been a real Japan boom. Japan is the destination for many, and the country’s economy, which was in decline for years, is now fueled by tourism and culture. Former Prime Minister Shinzo Abe started a movement to revive the Japanese economy, among other things by focusing on tourism. Can’t travel to Japan yourself? Then companies like mine help bring Japan to your home, with the best tea and sake.

Why is there a matcha deficiency?

With the demand for premium Japanese tea and matcha increasing worldwide, problems are emerging with matcha production. Many people wonder: why don’t they just scale up the production of matcha? However, the answer is not so simple.

After World War II, agriculture in Japan declined, mainly due to cheap wheat imports from the U.S. Japanese farmers could not compete with the cheap imported products, so many farmers stopped working. This had a long-lasting effect on Japanese tea production. Japanese tea producers became scarce, and this is now affecting the availability of high-quality tea, such as matcha.

In addition, domestic consumption of premium tea is declining due to the emergence of cheaper variants, such as tea in PET bottles. These cheap teas are conquering the market, which further fuels the shortage of matcha.

Solution from the Japanese government

However, the Japanese government has plans in the pipeline to support the agricultural sector . Subsidies for Japanese tea producers should help them expand the production of matcha. It is an expensive and complex undertaking to produce matcha. In addition to the investment required to provide matcha plantations with the right nets for shade, a freezer is also needed to properly store the harvested leaves. Tencha, the unfinished matcha leaves, wilts quickly, so it’s essential to be able to pulverize it quickly.

The millstones required for ceremonial matcha must have a specific structure. This ensures that they can only grind 40 grams per hour. Scaling up production is therefore not that simple. Nevertheless, the Japanese government has big plans to support agriculture, which is not only good for the economy, but also for the country’s independence.

Conclusion: The future of matcha in Japan

The matcha shortage in Japan is a complex issue, but it is clear that the demand for premium Japanese tea and matcha is not going to decrease. The Japanese government and producers must act quickly to increase production and keep up with demand. As consumers, we can only hope that these challenges will be resolved soon so that we can continue to enjoy this delicious and healthy product.

Source: Japan Times