Matcha, too popular, risks shortage

Just a stone's throw from the Palais Garnier, lines of tourists line Rue Sainte-Anne in Paris, known for its Asian cafes, particularly Japanese ones. Sometimes they stretch for as long as ten meters. In lattes, iced, or in pastries, they're waiting to enjoy matcha, this green powder with a slightly bitter taste, produced from green tea and traditionally used in the tea ceremony in Japan. The craze has been widespread since late 2024, fueled by social media, which touts the product as a healthier drink than coffee—on Instagram, the hashtag #matcha has 8.6 million posts. To the point of posing a risk of shortages on the global market.

The fears were confirmed in December 2024 when Ippodo, a highly regarded producer in Kyoto, Japan, announced on its website a limit of one product per order, as it was unable to meet demand, which had "exploded beyond all expectations." The website of another well-known producer, Marukyu Koyamaen, reported the same situation: most products were out of stock.

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