Matcha lovers around the world may soon struggle to get their hands on their favorite green powder as a global shortage intensifies, driven by soaring demand and limited supply.
In Los Angeles, matcha bars like Kettl Tea are running out of stock, with most varieties unavailable despite overwhelming customer interest. “No matter what we try, there’s just not more to buy,” said founder Zach Mangan, noting that demand has skyrocketed over the past few years.
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Thousands of miles away in Japan, traditional producers like Masahiro Okutomi are overwhelmed. Despite global enthusiasm, Okutomi had to halt online orders. Producing matcha is labor-intensive and requires years of training—making scaling up nearly impossible in the short term.
The craze, amplified by influencers and pop culture, has led matcha to dominate over half of Japan’s green tea exports in 2024. Yet supply constraints, aging farmers, and potential US tariffs threaten its future. Despite rising prices, customer demand continues to grow with urgency.
