Matcha Green Tea Prices Hit Record High Amid Surging Demand

The increasing popularity of matcha, a type of green tea, has driven its price to a record high. Shops are setting purchase limits to manage stocks and deter resellers.

Chitose Nagao, a matcha cafe owner, reports increased demand, especially from abroad. She has secured a steady supply from a producer in Kyoto.

Demand for matcha has surged due to its reputation as a superfood and the increase in tourism in Japan. Green tea exports from Japan have increased significantly in the last decade, with the US being the main destination.

The Japanese government is considering subsidizing farmers to grow tencha, the tea used to make matcha. Tencha prices have increased significantly.

Ito En, a major green tea company, has created a special matcha division and is raising prices due to increased costs.

Yasutaka Yokomichi of Ito En highlights the challenges in meeting increased demand. Chitose Nagao suggests educating consumers about the different qualities of matcha.