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Matcha Mania: Prices Surge Amid Global Demand

7/26/2025

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Summary

Story summary

The matcha phenomenon is sweeping the globe, driven by social media and a surge in tourism to Japan. However, heatwaves and an aging farming workforce are creating shortages, pushing prices higher. Retailers are now limiting purchases, while advocates urge consumers to savor this treasured tea. Remarkably, matcha production has tripled since 2010, with exports soaring by 25% last year.

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Story summary

The matcha phenomenon is sweeping the globe, driven by social media and a surge in tourism to Japan. However, heatwaves and an aging farming workforce are creating shortages, pushing prices higher. Retailers are now limiting purchases, while advocates urge consumers to savor this treasured tea. Remarkably, matcha production has tripled since 2010, with exports soaring by 25% last year.