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Matcha has exploded in
, from being a
product to becoming a trendy flavouring for beverages, smoothies, desserts, and even skincare
. The Global Japanese Tea Association said Japan's tourism
is exacerbating the green tea shortage. It told the website Sustainability Magazine: "Many foreigners buy lots of matcha...as
, sometimes even in
." It that added this increased appetite for matcha was "unprecedented," and was in part fuelled by social media. Yuki Ishii,
of the store Tealife, said demand has grown ten-
, and that he is always out of stock. "Matcha
" has resulted in a scarcity that is also affecting Japan's traditional tea
.
