Matcha, previously a specialty tea in Japan, has gained considerable international popularity. This trend is especially noticeable among the younger demographic that values both taste and health benefits. The green tea powder has permeated various sectors beyond food and drinks, including the fashion and beauty industries, transforming it into a cultural and commercial sensation.
In South Korea, convenience store chain CU has shared plans to enlarge its product range to include matcha-flavored cakes, and even a sparkling matcha variant of makgeolli, a traditional rice wine. This comes in light of a 130% year-on-year sales increase for their green-colored products. In addition, the Seven-Eleven convenience store chain has reported that their matcha dessert sales have nearly tripled within the last month. Another chain, GS25, has collaborated with renowned chef Edward Lee for a limited-edition matcha makgeolli. Even beauty company Amorepacific’s tea brand Osulloc has joined the trend, opening a “Matcha Noodle Bar” in Jeju, where they serve noodles made from tea leaves grown in their own estates.
The matcha trend is not limited to edibles. Retail company LF revealed there’s a rising trend in “matcha-core” looks, characterized by green, khaki, and mint hues. Searches for these colors have surged 2.5 times compared to the previous year. Sales of mint-colored sandals and accessories have also seen a steep climb. The beauty industry has followed suit, releasing matcha-inspired perfumes, candles, and skincare products, and the hashtag #matcha has accumulated over 9 million posts on Instagram.
Experts attribute the surge in matcha’s popularity to the shift towards wellness and health consciousness. The green tea powder, rich in antioxidants and amino acids, is often marketed as a healthier alternative to coffee. Grand View Research predicts that the global matcha market will rise from US$4.3 billion in 2023 to $7.4 billion in 2030, while DataM Intelligence anticipates more than a twofold increase by 2032.
The demand for matcha, however, is beginning to outstrip supply. The majority of matcha production is still centralized in Japan and China, where tea plants require at least five years to mature. In Kyoto, one of the premium matcha growing regions, rising temperatures combined with an aging farmer workforce have further reduced yields, causing the price of tea leaves to more than double within the past year. Anna Poin from the Global Japanese Tea Association cautions that shortages will likely continue to worsen until the end of the year.
Despite these issues and the fact that matcha’s caffeine content is comparable to an espresso shot, industry experts believe that the matcha trend is here to stay. As one food executive from Seoul put it, “It’s more than a drink. It’s become a lifestyle.”
What is causing the increased popularity of matcha?
The surge in matcha popularity is largely attributed to the shift toward wellness and health consciousness. Matcha, rich in antioxidants and amino acids, is marketed as a healthier alternative to coffee.
Is matcha only used in food and beverage products?
No, the influence of matcha extends beyond edibles. The green, khaki, and mint hues associated with matcha have become trendy in the fashion industry. The beauty industry has also released matcha-inspired perfumes, candles, and skincare products.
What challenges is the matcha industry currently facing?
The matcha industry is currently dealing with supply challenges. Tea plants require a minimum of five years to mature, and the majority of matcha production is concentrated in Japan and China. Rising temperatures and an aging farm workforce have further reduced yields, particularly in Kyoto, a premium matcha growing region.
