The global demand for matcha has surged dramatically in recent years, resulting in shortages and increased prices that challenge Japanese producers. At Kettl Tea in Los Angeles, founder Zach Mangan noted that nearly all matcha varieties were out of stock due to popularity driven by social media. Meanwhile, Masahiro Okutomi from Sayama, Japan, reported overwhelming demand, requiring him to stop accepting new matcha orders. The labor-intensive process of creating matcha, combined with the increased interest, places enormous pressure on producers who fear they can't sustain supply despite the rising global enthusiasm.
Mangan expresses frustration over matcha shortages at his bar, highlighting that of 25 menu options, only four available, reflecting the urgent demand fluctuations globally.
Okutomi's family tea business, facing overwhelming global demand, is unable to accept new matcha orders, emphasizing the intensive and long-term nature of matcha production.
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