The US is Japan's biggest matcha buyer. The demand is straining the industry.

"Matcha has become one of the most sought-after teas in the world, with the US now importing over 2,000 tons from Japan a year. As more Western consumers demand ceremonial-grade matcha - the highest-quality and most expensive kind - Japanese farmers are struggling to keep up. Extreme weather, aging tea farmers, and labor-intensive production methods have all contributed to global shortages and record-high prices."

"As more Western consumers demand ceremonial-grade matcha - the highest-quality and most expensive kind - Japanese farmers are struggling to keep up. Extreme weather, aging tea farmers, and labor-intensive production methods have all contributed to global shortages and record-high prices. Meanwhile, the rise of cafes like Aoko Matcha in New York City and social media trends like #matchatok have fueled even more demand."

Matcha imports to the US exceed 2,000 tons annually, reflecting strong global demand. Western consumers increasingly seek ceremonial-grade matcha, the highest-quality and most expensive variety, creating pressure on Japanese producers. Japanese tea farmers face mounting difficulties from extreme weather events, an aging farming population, and labor-intensive cultivation and production methods. Those factors have produced global shortages and driven prices to record highs. Growing cafe chains such as Aoko Matcha in New York City and social media trends like #matchatok are amplifying consumer interest and further increasing demand for limited ceremonial-grade matcha supplies.

Read at Business Insider