Matcha’s popularity on TikTok is causing a shortage in Japan. Across the world, coffee shops have made matcha a staple menu item, and influencers like Emma Chamberlain are launching their own matcha brands. But social media hype and post-pandemic travel booms have made the demand for Japan’s signature green tea powder skyrocket, and producers are struggling to keep up. In fact, many are placing limits on purchases for it—and while long-established businesses with matcha suppliers are holding on, newer cafes and international buyers are now struggling to get high quality matcha. The situation may not improve any time soon either, as matcha is made from shade-grown tea leaves harvested only once a year. In turn, matcha lovers may need to accept that their favorite green lattes may become harder to find or more expensive. (Bloomberg)
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