"Global demand for the powdered tea has skyrocketed around the world, fueled by consumer interest in its health benefits and by the bright green matcha lattes bubbling up on social media. In the U.S., retail sales of matcha are up 86% from three years ago, according to NIQ, a market research firm. But the matcha market is troubled. In Japan, one of the biggest matcha producers, poor weather reduced this year's harvest."
"For Americans, there's the added impact of tariffs. Imports from China are currently subject to a 37.5% tariff, while the U.S. has a 15% tariff on imports from Japan. It's not clear if tea will be exempted from tariffs because it's a natural product that's not grown in significant quantities in the U.S. - an accommodation that the Trump administration has made for cork from the European Union. The Commerce Department and the U.S. Trade Representative didn't respond to messages left by The Associated Press."
Global demand for matcha has surged, driven by perceived health benefits and social media trends, with U.S. retail sales rising 86% over three years. Poor weather in Japan reduced this year’s harvest, while China faces labor shortages and high domestic demand that have pushed prices higher. U.S. imports face steep tariffs—37.5% on Chinese matcha and 15% on Japanese matcha—raising costs and creating uncertainty about possible exemptions. Importers report large price increases for 2025 crops, with top-grade Japanese matcha up about 75% and lower grades rising 30%–50%. Matcha production remains precise and labor-intensive, from shaded tencha growth to stone grinding.
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