The popularity matcha is skyrocketing worldwide. Supplies the finely-ground green tea powder are short supply. Most of the world's matcha is produced Japan. Record high temperatures there have lowered harvests the shade-grown tea leaves. Increased demand and lower crop yields have resulted prices hitting an all-time high. Masahiro Yoshida, a sixth-generation farmer Uji, Kyoto, told the Reuters news agency his decreased production. He said he was only able to harvest 1.5 tons tencha tea leaves this year, instead his typical harvest of 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 has exploded popularity, being a niche product to becoming a trendy flavouring beverages, smoothies, desserts, and even skincare products. The Global Japanese Tea Association said Japan's tourism boom is exacerbating the green tea shortage. It told the website Sustainability Magazine: "Many foreigners buy lots matcha...as souvenirs, sometimes even bulk." It that added this increased appetite matcha was "unprecedented," and was part fuelled social media. Yuki Ishii, founder of the store Tealife, said demand has grown ten-fold, and that he is always of stock. "Matcha mania" has resulted a scarcity that is also affecting Japan's traditional tea ceremonies.
