Matcha, a powdered green tea with deep roots in Japanese tradition, is quickly becoming a global sensation. From hip cafes in Los Angeles to home kitchens across Europe and Asia, the demand for this vivid green drink has skyrocketed. Yet, despite its popularity, Japanese producers are struggling to keep up with global demand.
The term “matcha” means “ground tea” in Japanese. Unlike regular green tea, matcha is made by whisking a fine powder with hot water. Its origins date back to 16th-century Kyoto, where it became central to the traditional Japanese tea ceremony. Today, it’s found in everything from lattes and cakes to smoothies and skincare.
Matcha is made from “tencha” leaves, which are shaded before harvest to enhance their flavor, color, and nutrients. These leaves are then hand-picked, steamed, dried, and slowly ground into a fine powder using stone mills. This careful process takes time—producing just 40 grams of matcha can take up to an hour—making it a premium product.
Beyond its grassy, rich taste, matcha is celebrated for its health benefits. It’s packed with antioxidants and offers a calm energy boost thanks to its caffeine and L-theanine content. While one cup contains less caffeine than coffee, it provides a smoother, longer-lasting lift without the crash.
Driven by Gen Z and social media trends, matcha’s global footprint has exploded. Japan exported over half of the 4,176 tonnes it produced in 2023, with growing markets in the U.S., Europe, Southeast Asia, and the Middle East. Whether sipped, whisked, or baked, matcha continues to win hearts—and cups—around the world.