Who would have thought that in 2025, matcha would be in such high demand around the world?
So sought-after, in fact, that Japanese tea houses are struggling to keep up with orders, triggering what many are now calling a global matcha shortage. Once reserved for quiet moments of reflection, the vibrant green powder has become a symbol of modern wellness culture—and its rapid rise raises an important question about how far we’ve strayed from its original purpose.
Matcha is a finely ground Japanese green tea made from shade-grown tea leaves. Traditionally, it was prepared and offered during ancient Japanese tea ceremonies, where every movement was intentional. Rooted in Buddhist and Zen philosophy, the practice is centered on harmony, respect and peace, encouraging participants to slow down, be present and savor each sip. Even Samurai warriors are said to have consumed matcha before battle, using the ritual to cultivate calm and focus.
Fast forward to modern day, and that same sacred tea powder has been transformed into a trending lifestyle accessory. Matcha lattes now feature prominently in the hands of influencers, splashed across social feeds and café menus alike. The once-ceremonial tea can be found in supermarkets worldwide, blended into brightly coloured lattes, smoothies and even baked goods. Social media has largely been blamed for matcha’s sudden popularity, with influencers promoting it as a must-have wellness drink and a fashionable alternative to coffee.
Beyond its distinct umami flavour, matcha is frequently praised online for its health benefits. While it does contain caffeine, it also boasts antioxidants and L-theanine—an amino acid linked to improved concentration and relaxation. Antioxidants, meanwhile, are associated with benefits such as reduced blood pressure and cholesterol levels. Yet in the rush to consume matcha for productivity or aesthetic appeal, its mindful origins are often overlooked.
The irony is hard to ignore. Matcha was never intended to be consumed in excess or rushed through oversized takeaway cups. In traditional ceremonies, it is sipped slowly, in small quantities, with appreciation for both the tea and the moment. Today’s culture of overconsumption stands in stark contrast to these values, turning a symbol of balance into yet another product to be consumed as quickly as possible.
This surge in demand is placing real strain on Japanese tea producers. A DW report reveals that even small, family-run tea houses are struggling to keep up with the daily influx of orders, many of which show no signs of slowing down. According to Japanese news outlets, tourists from around the world are travelling to Japan to purchase large quantities of matcha, either for resale or personal use. As a result, some stores have been forced to limit how much matcha each customer can buy.
Perhaps this shortage offers an opportunity to pause and reflect. Rather than treating matcha as another wellness trend to be overconsumed, there may be value in returning to its roots—approaching it with intention, gratitude and restraint. In doing so, we might rediscover the harmony, respect and peace that matcha was always meant to represent.
