#441 Why US Demand For Japanese Matcha Is Straining The $3.5 Billion Industry
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#441 Why US Demand For Japanese Matcha Is Straining The $3.5 Billion Industry
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examines how surging demand for high-quality Japanese matcha in the US is impacting the global industry. It explains the Western classification of matcha into "ceremonial" and "culinary" grades, contrasting this with Japan's traditional serving-based categories, while noting that the "ceremonial" label is now largely a marketing term. The text details the history of matcha's popularisation in the US, driven significantly by Starbucks and social media, and highlights the strain on Japanese farmers due to climate change and a diminishing workforce. This shortage has led to soaring prices and tariffs, although consumers, who prioritise the tea's flavour and colour for lattes and desserts, remain willing to pay a premium. Finally, the source touches upon global competition, specifically from China, and includes a blind taste test where Chinese matcha surprisingly ranked the highest among participants.