Written by Aarohi Narain
Heard about the matcha shortage in the world? Can you still buy it in Japan? What about other types of green tea? Here’s what you need to know about this hot topic.
The current matcha shortage is the culmination of a long-brewing cultural pivot: health-conscious habits, a growing fascination with Japanese ingredients, and the social media-ready pop of that electric green color. Throw in the resurgence of travel — yes, the dreaded o-word — and TikTok’s knack for transforming rituals into commodities (#MatchaTok), and it’s no wonder there’s an unprecedented matcha boom.
But there’s another, less obvious factor behind the current strain: confusion over what matcha really is and how its quality is assessed. As it appears in everything from lattes to serums, broad labels like “ceremonial” and “culinary” flatten what is actually a much richer spectrum.
What is matcha?
The word “matcha” comes from two Japanese characters: 抹 (matsu) meaning “to rub” or “to grind,” and 茶 (cha) meaning “tea”. Together: matcha, or literally, “ground tea”.
But don’t mistake it for your average teabag blend blitzed in a processor. Matcha is made from shade-grown tea leaves or tencha that are steamed, dried, and stone-milled into a silken powder. Whisked with hot water, matcha is renowned for its signature intensity and earthy, umami depth.
What’s the difference between matcha and sencha?
Matcha is shade-grown, stone-ground green-tea powder. Not every tea farm grows tencha. On the other hand, sencha is sun-grown and found quite widely.
Understanding matcha quality
One possible factor behind the current matcha shortage? A growing misunderstanding of what “good matcha” really means.
David Lavecchia of Tezumi Tea, a specialty retailer sourcing directly from small Japanese producers, explains: “There’s been a massive shift towards significantly higher quality matcha that was originally intended for a different sector of the tea market.” Could this be contributing to the shortage? “In short, yes,” he says.
That sector, by the way, is the traditional tea-ceremony world: where matcha is whisked with water to get that gentle foam — either as usucha (a lighter, more diluted tea) or koicha (a thick, intense version) — and savored slowly without milk or sugar.
“Matcha blended for usucha or koicha won’t necessarily make a good matcha latte,” says Lavecchia. “Its complexities only really shine through when prepared straight.”
That isn’t to say there’s anything wrong with matcha lattes. But the recent surge in demand for premium-grade matcha across all use cases has arguably pushed the supply chain close to its limits. At the very least, it is a factor.
What’s causing the bottleneck?
Producing matcha is slow and seasonal. Tea leaves must be shaded for several weeks before harvest to develop their signature sweetness, then steamed, dried, and finally stone-ground into a fine, fragrant powder. The traditional grinding process alone can take an hour to produce just 30 grams.
“The unique and seasonal nature of matcha production makes it inherently limited,” the Global Japanese Tea Association (GJTA) noted in a blog post.
President of the GJTA Simona Suzuki explains further: “Tea leaves for ceremonial matcha are harvested only once a year, in spring. Once processed, the dried leaves can be ground into powder throughout the year. However, production must be carefully planned in advance, as it is not possible to increase the supply of raw tea leaves once the harvesting season has passed. As a result, the period when matcha supply is typically at its lowest is just before the start of the new harvest in spring.”
At the same time, Japan’s tea farming population is shrinking rapidly. The number of tea farmers has dropped from over 54,000 in 2000 to just 20,000 today. And while matcha consumption has dropped within Japan, its popularity overseas shows no signs of abating — the export value of green tea from Japan amounted to over 29 billion Japanese yen in 2023, according to industry reports.
Spring 2025
The harvest of new tea leaves from April onwards is expected to restock supplies somewhat, but it can only offer short-term relief.
Matcha shortage: What’s happening on the ground?
Kantaro Fumoto of Matcha Passport says that his matcha café, located in Shimokitazawa, has so far avoided major supply issues, but he knows it may not last. “Matcha production is limited,” he notes. “This, combined with its growing popularity, means potential shortages are a reality we need to navigate.”
Meanwhile, small specialty shops are seeing delays. At Chasen, a Japanese tea shop and takeaway stand in west Tokyo, owner Ryoichi Ono has noticed orders taking longer than usual to arrive. “Orders which used to arrive immediately now take a week or more,” he says. “And prices have gone up. Our regular customers are finding it harder to afford.”
Ono worries that travelers aren’t buying matcha for personal enjoyment, but instead to resell it at a markup. This concern around resale echoed at another tea shop we visited — a historic store in a major tourist district that asked to remain unnamed.
“People come in with photos, showing us exactly what they want,” a staff member explained. “We carry matcha from brands that are exclusive to Japan, like Tsujiri Ichihonten, which aren’t well-known overseas.”
At the time of our visit, the shop had implemented a one-tin-per-person limit. Still, staff said they regularly see customers returning multiple times or sending others from their group to get around the rule.
There’s little hard data on the extent of matcha reselling, or how profitable it is. However, what’s unmistakable is that tea shops are feeling the pinch, and attempting to bulk-buy is a quick way to earn the ire of shopkeepers, many of whom spend years forging relationships with farmers and tea processors.
Overcoming the shortage
To relieve the strain, Japan’s Ministry of Agriculture, Forestry and Fisheries (MAFF) is encouraging farmers to produce more tencha — the base leaf used to make matcha — but the shift will take time.
In fact, they plan to earmark new subsidies to help farmers prepare for growing more tencha. These subsidies would offset the costs of converting fields, since tencha requires building shade covers and adjusting farming techniques. The push will be written into MAFF’s Basic Plan for Tea Production, which is being revised for the first time in five years to emphasize “high-value-added tea” like matcha.
Meet your matcha
So, you’re in Japan or plan to be, and want to get your hands on a tin of the green gold. How can you buy wisely?
Start by thinking about how you’ll use the matcha. For blending into drinks like lattes or baking, you don’t need the most premium-grade matcha. Don’t write off latte premixes — many have been concocted with daily use in mind, and they can be just as high in quality. Look for teas described as “smooth” or “mellow”.
“They’re smoother than cheaper teas, but can still cut through milk,” says Lavecchia. “Higher-end teas struggle to do that.”
A high-end culinary grade or lower-end usucha or keiko (practice-use) grade can be ideal, and while areas like Uji in Kyoto and Yame in Fukuoka have earned recognition as premier matcha regions, there are actually a variety of terrains that produce excellent, distinctive matcha — ranging from Sayama in Saitama, just outside of Tokyo, to farms down south in Kagoshima.
“We often hear of cases where matcha for tea ceremonies is used for lattes or smoothies because it is perceived as healthier, which in turn reduces the availability for those who wish to enjoy it in the traditional way,” says Suzuki. “Additionally, matcha production has expanded beyond the well-known regions of Japan. We hope that consumers will also support lesser-known regions’ producers, and not limit their choices only to the most famous growing areas or tea shops.”
If you’re preparing matcha straight, whisked with hot water, traditional names like Ungetsu-no-Shiro or Seika-no-Mukashi are your best bet. And be careful with imported labels like “ceremonial” and “culinary”. These terms are not widely used, and lack standardization.
“‘Ceremonial grade’ is a meaningless term,” says Lavecchia. “The oversimplification of matcha quality has led to the misconception that higher quality tea is always better, no matter the use case.”
Guide to buying Japanese matcha
1. Know your purpose
For lattes or baking, ask for 高級業務用 (kōkyū gyōmu-yō, meaning high-end for culinary use) or 練習用抹茶 (renshū-yō matcha, meaning practice-use matcha). Look for smoother, bolder blends that can mix well.
For drinking straight, ask for matcha for 薄茶 (usucha, or thin tea) and 濃茶 (koicha, or thick tea). Matcha for tea-ceremony use typically has a poetic rather than descriptive name.
2. Check for freshness
Ask about the harvest date, or look for labels with 一番茶 (ichibancha or first harvest) and 令和六年産 (harvested in the Japanese year Reiwa 6, which translates to 2024) or 令和七年産 (Reiwa 7, or 2025).
Pro tip: A vivid, vibrant green suggests the matcha is fresh and high quality. If you notice a dull, yellowish tinge, the matcha may be slightly stale or lower grade.
3. Don’t be afraid to ask
An average neighborhood tea shop may not have any labels or explanations in English. If you want matcha specifically for blending into lattes, try asking:
「この抹茶はラテに合いますか？」(Kono matcha wa rate ni aimasu ka?) –- “Is this matcha good for lattes?”
To get a recommendation for a tea-ceremony matcha, use this phrase:
「薄茶や濃茶に使える抹茶はありますか？」(Usucha ya koicha ni tsukaeru matcha wa arimasu ka?) -– “Do you have matcha that can be used for usucha or koicha?”
4. Avoid stockpiling matcha
Although you may be tempted to buy a bunch of tins of matcha at once, keep in mind that matcha does have a best-before date. If it sits around, it loses color and freshness. Many tea shops are limiting purchases to one tin or packet per party at this time, and to allow as many people as possible to experience the wonder of matcha, it’s best not to try to skirt that rule.
5. Branch out
Why stop at matcha when you can enjoy other lovely expressions of camellia sinensis? For something herbaceous and fresh, consider sencha or green tea, while for a nuttier, chocolate-like flavor that stands up well to plant milks, give hōjicha — delicious as it is or in latte form — a try. Many shops around Tokyo roast their own, filling the streets with a toasty, warm scent. And while countries like China and India may be more well known for black tea, there’s a whole world of polyphenol-rich wakōcha to explore.
While we do our best to ensure it’s correct, information is subject to change.
