Matcha demand surges, prompting production shifts in Japan

The global demand for matcha is surging due to its popularity on social media, leading to concerns in Japan regarding the ability to meet worldwide supply. To address this, some companies are limiting purchase volumes, while others are transitioning portions of their traditional Sencha production to Tencha, the leaf used to create matcha powder.

While viral content often highlights various health benefits, scientific analysis shows that matcha is derived from the same Camellia sinensis plant as other green teas. The specific shade-growing process used for matcha increases chlorophyll and theanine levels, which may contribute to its distinct color and effects on relaxation and concentration.

In response to the trend, companies like Tchibo are expanding their product lines to include organic matcha powder for home use, moving beyond their existing cafe-based matcha creations.