The Enduring Popularity of Matcha
The matcha trend, which has captured the attention of the MZ generation this summer, continues to thrive. Unlike regular green tea, matcha is cultivated under light-blocking covers for 3–4 weeks before harvest, which softens the leaves. These leaves are then finely ground into a powder using a millstone. This unique process makes matcha rich in antioxidants that support anti-aging and immune health. The benefits of matcha have been widely shared on social media, contributing to its sustained popularity not only in South Korea but also around the world.
However, recent challenges such as climate change and labor shortages have led to supply issues, creating scarcity in the market.
Expansion of Matcha in the Confectionery Industry
The confectionery industry is rapidly embracing matcha with new product launches. On the 13th, Lotte Wellfood announced the second lineup of its “Matcha Dessert Series.” The “Bintz Premier Matcha,” which was popular during a limited-time sale last May, has now been added to its regular product lineup. This indicates a growing consumer demand for matcha-based desserts.
In the cafe industry, matcha remains a key ingredient. Starbucks Korea reported that sales of its “Jeju Matcha Latte” and “Jeju Matcha Cream Frappuccino” in the first half of this year increased by over 30% compared to the same period last year. This growth highlights the continued appeal of matcha in coffee culture.
Matcha’s Dominance in Convenience Stores
Matcha is also the top-selling product in South Korea’s convenience store industry. Last month’s sales saw an increase of up to twofold compared to the same period last year. In response, CU launched four new desserts under its steady-selling Yonsei Series, incorporating matcha. The trend is not limited to desserts alone—Seven-Eleven introduced a matcha highball, while GS25 released a matcha makgeolli.
Challenges in the U.S. Market
In the U.S., where the matcha trend originated, prices have surged, leading to shortages. According to AP News, Japan—the main producer of matcha—has faced reduced supply due to heatwaves. Additionally, labor shortages in China have further constrained production. Japanese matcha imported to the U.S. is subject to a 15% tariff, while Chinese matcha faces a 38% tariff. Some cafe owners report waiting over six months to secure matcha ingredients. Prices for premium Japanese matcha in the U.S. are expected to rise by up to 70% this year.
This situation has led to the emergence of “matcha scalpers” in the U.S. Unlicensed resellers are buying matcha in bulk to sell at inflated prices or flooding the market with low-quality, unverified products. As demand remains high, other tea-producing countries like Kenya and India are entering the matcha market.
Matcha’s Global Expansion
Southeast Asia is also embracing matcha. In August, Toulouse launched eight new matcha products in Vietnam, including bread, cakes, roll cakes, and beverages. Within a month, cumulative sales of these matcha products surpassed 800,000 units—equivalent to one sale every 10 seconds.
A food industry official explained, “This is not a fleeting trend but a sustained phenomenon,” adding, “Its versatility across industries and health benefits ensure the trend will not fade easily.”
Conclusion
Matcha’s journey from a niche product to a global phenomenon reflects its unique properties and broad appeal. Despite challenges in supply and pricing, the demand for matcha continues to grow, driven by its health benefits and versatility. As more countries enter the market, the future of matcha looks promising, with its presence expanding across various industries and regions.