Matcha is increasing in popularity. Supplies are now in short supply. Most of the world's matcha is grown in Japan. Record high temperatures there have lowered tea harvests. Increased demand has resulted in record prices. A Kyoto farmer told Reuters he was only able to harvest 1.5 tons of leaves this year, instead of his usual two tons. He added: "Last year's summer was so scorching that it damaged the bushes, so we couldn't pluck as many leaves."

Matcha was once a niche product. Now it is a trendy flavouring for drinks and desserts. A tea association said Japan's tourism boom is making the tea shortages worse. It said: "Many foreigners buy lots of matcha…as souvenirs, sometimes even in bulk." Social media is also increasing demand. The tea store Tealife said demand increased ten-fold. It is always out of stock. "Matcha mania" is also affecting Japan's traditional tea ceremonies.