Global demand for matcha soars, causing supply shortages and price surges, as Japan faces difficulties in meeting the escalating requests for this green tea powder.
In the world of tea connoisseurs, a pressing issue has arisen: a global matcha shortage. This shortage, reported by the co-founders of Hong Kong matcha brand Matchali, is attributed to three main reasons: an ageing workforce, poor crop yield, and rising global demand.
Uji, a renowned Japanese city known for its high-quality green tea and matcha farms, is one of the primary sources of this coveted green powder. Cara and Laura Li, the co-founders of Matchali, regularly visit Uji to bid on matcha for their store. The increasing demand for matcha worldwide has contributed significantly to this shortage, driving up prices and causing ripples in the market.
The ageing workforce in the matcha industry, combined with the poor crop yield, has further exacerbated the problem. As the farmers grow older, there are fewer hands to tend to the delicate matcha plants, and the crops suffer due to a lack of care and attention. This, in turn, leads to lower yields, making the precious matcha even more scarce.
The rising prices of matcha can have a significant impact on stores that predominantly sell matcha products. Cost-sensitive customers may be deterred by the higher prices, potentially reducing sales volumes. However, the trendiness of matcha and its strong demand may help to offset this effect. Consumers willing to pay premium prices for the exotic and health-boosting properties of matcha may continue to buy despite the higher costs.
As the matcha shortage continues, prices are expected to rise worldwide. For those who love their matcha lattes and green tea ceremonies, this shortage may mean a slightly more expensive cup, but the allure of this ancient drink seems to be strong enough to weather the storm.
In Uji, the matcha farms continue to produce the finest matcha, despite the challenges. The co-founders of Matchali will continue their visits, securing the best matcha for their customers, and ensuring that the love for this ancient drink continues to thrive.
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