The global matcha shortage stems from increased high-quality matcha demand due to social media exposure. Initially welcomed by producers, this surge has become problematic. In 2023, Japan produced 4,176 tons of matcha, tripling production since 2010, highlighting excessive demand. Other crops like pistachios and avocados also face similar pressure. The impact of social media on consumption patterns has reached alarming levels, culminating in record tourist numbers in Japan linked to matcha. Uji, known for high-grade matcha, faces shortages despite purchasing limits, emphasizing the challenges of mass producing such products.
High-grade Uji matcha is not something that can be mass produced in the first place.
The sudden rise of matcha's popularity on social media is a key factor to the shortage we are facing globally.
Japan's Ministry of Agriculture, Forestry, and Fisheries reports that 4,176 tons of matcha were produced in 2023, which is a three-fold increase since 2010.
This phenomenon is a testament to how dangerously high our consumption habits are getting, influenced by social media trends and viral food combinations.
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