October 5, 2025

Matcha Goes Global but Supply Struggles to Keep Up

Matcha is rapidly gaining popularity overseas. Amid the global boom in health-conscious foods, it is increasingly used in lattes, desserts, and other beverages. The surge in inbound tourism to Japan is also helping to spread matcha culture worldwide. However, production has not kept pace with the sharp rise in demand, leading to shortages that are now hindering further market expansion.

In addition to growing global interest in healthy lifestyles, the matcha trend has been fueled by overseas influencers posting about iced matcha lattes on social media.

In fact, Mingyu of the Korean pop group Seventeen and world-famous model Celine Farak have shared the drink on their platforms. Looking more broadly, the lyrics of a song that became popular in Germany in 2024 even included the phrase “Iced Matcha Latte.”

In cafes across the UK and Australia, matcha lattes are now standard menu items. In Southeast Asia, particularly in the Philippines, matcha drinks made with coconut milk are popular, while in the United States, cream-topped matcha lattes are in high demand. Matcha is spreading around the world, mainly through tourists who first encounter it in Japan.

Japan Faces Matcha Shortages as Demand Soars

According to trade statistics from Japan’s Ministry of Finance, green tea exports are expected to reach a record high of 36.4 billion yen in 2024, more than four times the level of a decade ago. This growth is being driven primarily by rising demand for powdered teas, including matcha.

The global boom has now created shortages within Japan itself. In the autumn of 2024, a long-established tea manufacturer in Kyoto Prefecture suspended sales of several products and restricted sales of others. A company representative said, “Supply has not kept up with the sudden surge in demand, which far exceeded our expectations. We decided to impose restrictions so that we could deliver our products to as many customers as possible.”