Matcha has become one of the most sought-after teas in the world, with the US now importing over 2,000 tons from Japan a year.
As more Western consumers demand ceremonial-grade matcha — the highest-quality and most expensive kind — Japanese farmers are struggling to keep up. Extreme weather, aging tea farmers, and labor-intensive production methods have all contributed to global shortages and record-high prices.
Meanwhile, the rise of cafes like Aoko Matcha in New York City and social media trends like #matchatok have fueled even more demand.