Matchamomania has gone global. Consumer appetite for the finely ground powder has been ignited by matcha lattes, matcha flavored Kit Kats, and a range of other sweet treats from ice creams to cookies that use the flavoring. But behind the craze is a brewing problem.There simply isn't enough supply. Local farmers are struggling to keep up as demand skyrockets and prices sore. Matcha's supply crunch follows an earlier national rice supply crisis and has symbolized Japan's painful return to inflation after thr ...

[narrator speaking] Want to learn how to make a matcha at home. Now you can talk in real time with Search. Just open the Google app and tap on the live icon to ask: “Why should I use this over a frother.” [Search speaking] What you’re pointing to is a chasen. A bamboo whisk traditionally used to prepare matcha. A chasen creates a finer, creamier froth with smaller bubbles than an electric frother.It can lead to a smoother, less clumpy matcha with better flavor. [narrator speaking] Okay, that makes sense. “I ...

Core Insights - The surge in matcha's popularity has resulted in a global shortage, primarily due to high demand and limited production in Japan [1][4] - Matcha's reputation as a superfood has significantly increased its consumption, especially among overseas customers [2][4] Industry Overview - Japan has a long history of matcha consumption, dating back to the 12th century, primarily in tea ceremonies [4] - The recent trend has led to a fourfold increase in green tea exports from Japan over the past decade, with exports reaching 36.4 billion yen ($247 million) last year [5] Company Insights - Atelier Matcha, a matcha cafe founded by Chitose Nagao, has successfully navigated the supply shortage by partnering with Marukyu Koyamaen, a historic tea producer [3] - The cafe has expanded to two locations in Japan and additional outlets in Vietnam and the Philippines, indicating strong international demand [3] Production Challenges - The production of tencha, the tea used for matcha, is labor-intensive and requires more hands for harvesting and processing, contributing to the supply constraints [6] - The Japanese government is considering subsidies to encourage farmers to allocate more land for tencha cultivation to alleviate the strain on aging farming communities [5]

Bay Area matcha lovers like much of the world can't get enough of the popular Japanese green tea. But it appears the Bay and the world might love it a little too much. It now is in such short supply that some Bay Area businesses say they can't get anymore.That's because Japan, where nearly all of the world's matcha is produced, has significantly less supply than usual after experiencing its hottest year on record and a significant drop in the number of matcha growers. On top of that, global demand continues ...

Girls start drinking matcha and develop superpowers ...

It's the bright green drink that's now a lot of people's cup of tea. Every time someone else is getting coffee, I'm like, "Okay, give me the matcha." Matcha, a vibrant powder swirled into lattes, lemonades, and ice cream. Oh, it's really good. It's so creamy.The budding obsession is rooted in a rich history. Matcha has been used in Japanese tea ceremonies and appreciated for its apparent health benefits for centuries. in like the 1200s, 1300s, like people in Japan were talking about that and promoting it li ...

World's thirst for matcha dries up global supplies https://t.co/oulStmMgWb ...