Chances are, you’ve seen the viral matcha latte at least once gracing your social media platforms: it’s hard to miss once you’ve seen it due to its bright green color, frothy texture, and reputation as a healthy drink, and its “grass-like taste.” 

But behind its seemingly innocent rise as a unique sweet treat is a more sobering reality that many people are unaware of: a global shortage, or matcha drought, if you will, soon may come to fruition.

Much Ado About Matcha

The best place to start is to explain what matcha is. According to Matcha.com, a website and supplier dedicated to providing curious internet users with the basics about the drink, matcha tea is a finely ground traditional variation of green tea specifically prepared in Japan.

Matcha tea has been a major part of Japanese culture for over a thousand years, and many believe that it has many health benefits while still remaining a refreshing treat, such as aiding weight loss, relaxation, and the ability to focus, along with many other suggested benefits.

This rich history and cultural background are why the majority of the world’s matcha supply is produced in Japan.

 Some Japanese farmers, mainly based in or around Kyoto, specialize in growing matcha plants, but the tea is also made in China and Vietnam at lower costs, at the sacrifice of taste and richness. 

Steeped in the Spotlight

With a trending hashtag of 3 million posts, social media such as TikTok has continued to fuel the matcha craze. Chef and baking creators have taken to their platforms to try and capitalize on the virality through posting recipes of matcha desserts, flavored iced drinks, and more, while mukbang creators, people who eat on camera to gain views, post videos chowing down on exclusively matcha-flavored snacks, elevating the drink from an ancient cultural ritual to an aesthetic sign of indulgence in a modern lifestyle.

Like “Dubai Chocolate Bars” and “Labubus,” some people see matcha as a horrifying sign of blind consumerism and mindless indulgence.

Matcha hater, Senior Samantha Sullivan, thinks the trend is much deeper than it seems at the surface level and is a reflection of our society.

“I think part of this is because it’s a big trend and people want to look cool even though they don’t even like matcha, or…don’t like it as much as someone who might actually drink it regularly. I think it says that we are really driven by what we think is cool… It’s consumerism… Why would you want to drink something that tastes like grass and is bright green?” comments Sullivan.

Some students don’t care about the drink’s societal implications and just enjoy it for what it is.

“I really like matcha because it’s a healthy option and it gives me energy without the [negative effects that] coffee and energy drinks have,” says Senior Poonam Loomba.

Putting the debate over its flavor and appearance aside, something about matcha has clearly captivated the entire world. But with its fame comes a cost nearly as expensive as the price tag for a

matcha latte at your local cafe. 

Brewed to the Limit

As matcha becomes a worldwide trend, it also becomes a hot commodity in the food market, and higher production is required.  The average matcha plant can take 4-5 years to mature and be readily harvested, which can create an imbalance in supply and demand. The issue lies not only in the timing but in the growth process, which includes lengthy steps such as grinding, watering, and cultivating, which cannot be rushed by farmers without negatively affecting the quality.

And not only is this process long and tedious, but the reward is also minimal: According to Houtu Tea, a Chinese tea producer, each 3 to 5 kg of a tea plant only produces up to 1 kg of tea (1,000 grams!).

Bluecart.com, a website where restaurant buyers purchase products and goods for their businesses, predicts that, “[t]he worldwide matcha market is expected to grow by 10.2% per year for the next 10 years. Its size in 2023 is $2.7 billion. In 2033, it’s expected to be $7.1 billion.”

To the blind eye, this industry growth seems like a beneficial change, especially for these farmers who dedicate their time and energy to growing these plants for consumption. So, what happens when nobody can grow plants quickly enough to keep supplying matcha worldwide?

Local Lattes, Global Shortage

No matter the level of exposure to the drink the average person may have, a large number of people were completely unaware that matcha may become a little harder to find on the shelves.

“I’ve seen [matcha] before but… I had no clue there was actually a shortage,” remarks Sophomore Rita Nassaf.

If shortages do hit due to the world’s matcha supply being exploited before it can be replenished, there could be numerous consequences for avid consumers. Already, shockingly high prices could rise again, authentic Japanese matcha and flavored goods could become scarce, and imitation, low-quality products could possibly begin to dominate the market.

For the casual consumer, this information may not mean much. However, for people who have loved the drink before the fad, for cultural reasons, health reasons, or even just for the enjoyment of the taste and aesthetic, this shortage could uproot daily life.

Norwood High’s Two Sips (Two Cents) on the Dilemma

Whether they love it or hate it, many Norwood students fear what this seemingly small problem could mean for their community and for themselves.

Sullivan sympathizes with the many matcha fans who might have to resort to drinking poor-quality replacements.

“People’s matcha is going to be diluted now…They’re going to be without their matcha, and as we know, people love to drink things,” remarked Sullivan.

Loomba mainly worries about the impact on local businesses.

“I think it could really impact sales for cafes and the amount of revenue they can make because people might start making their drinks at home or try to find alternatives for it,” said Loomba.

Senior Sylvia Caparotta stresses about the impact on her daily life and the economy, and proposed a potential solution.

“I might just have to cut down on my matcha drinking, and anywhere that sells matcha would have to cut down on sales as well. I would put some sort of quota on matcha and how much a company can buy per period of time. Hopefully that gives [enough]  time to replenish the matcha leaves…” said Caparotta.

This tea-based threat may seem silly, but it can serve as a reminder to be cautious about the media and products you are consuming, because they could impact the world more than you are aware. 

So next time you think about ordering a delicious matcha latte, savor it and remember this: your purchase is not just taking part in a wellness trend, but taking part in worsening the global strain put on the small, labor-intensive industry. And if you’ve been hoping to try it before it goes out of style, don’t wait too long.