Matcha, a finely ground powder of specially cultivated green tea, has become an international phenomenon. Once central to Japan’s traditional tea ceremony, it is now used in lattes, ice cream, cakes, and chocolate worldwide. According to Japanese government data, production of tencha, the leaf processed into matcha, grew from 1,452 tons in 2008 to 4,176 tons in 2023. In the last ten years, Japan’s tea exports have risen to more than twice their previous level, with the United States purchasing around one-third, largely in the form of matcha. The Japanese agricultural ministry has introduced financial aid, equipment, and soil improvements to encourage farmers to switch from regular sencha to matcha. Officials emphasized that Japan must protect its branding as the tea’s origin, as China and Southeast Asia expand their own matcha production. However, concerns persist about labor shortages and the aging of farmers, which could intensify a future supply crunch.

Experts highlighted that versatility and health benefits explain matcha’s momentum. Minoru Handa, chief of the Tokyo Handa-en tea store founded in 1815, noted that powdered tea adapts easily to drinks and desserts, making it attractive to consumers influenced by health trends and Japanese culture. The Global Japanese Tea Association advised that lower-grade matcha be used in flavored drinks, while high-quality powder should remain for ceremonial use because of its delicate flavor. Tea ceremony practitioners expressed surprise at the commercialization but hoped the craze might renew interest in “sado,” the way of tea, which emphasizes purity and equality. Matcha now embodies both Zen-like tradition and global commodity value.