WHAT IS HAPPENING WITH MATCHA TODAY

Matcha is everywhere today. It appears on social media, in cafés, in e-shops, and under brands that seem to emerge almost overnight. At first glance, this may look like a positive trend: matcha is presented as a healthier alternative to coffee, an aesthetic beverage, and a new everyday ritual. On closer inspection, however, the reality proves to be far more complex and far less black and white.

During a recent trip to Japan, I had the opportunity to speak directly with producers and see the situation on the ground. Matcha is experiencing an unprecedented global boom, bringing not only new opportunities but also growing pressure on volume at the expense of quality and tradition.

THE MATCHA BOOM DID NOT HAPPEN BY ACCIDENT

It is often claimed that the current interest in matcha was sparked by influencers or viral social-media videos. Mr. Sakamoto pointed out to me that this explanation is overly simplistic. The true roots of these changes run much deeper and are tied to the long-term strategies of large global corporations.

Major corporations, including multinational café chains such as Starbucks, have for years been aware that the cultivation of traditional Arabica coffee will not be stable in the future. Climate change and fluctuating yields are forcing them to look for alternatives. Green tea beverages—and matcha in particular—have gradually become one of the long-term solutions being considered. Strong marketing followed, and global demand began to grow faster than Japan, as a traditional producer of high-quality matcha, was prepared for.

WHAT IS HAPPENING IN JAPAN TODAY

The production of high-quality matcha has clear and non-negotiable limits. It is tied to specific regions, particular growing conditions, careful shading, honest harvesting, and slow grinding on stone mills. These processes cannot be accelerated or significantly multiplied without changing the end result.

Demand, however, is rising many times faster than production capacity. The consequence is pressure on growers who, tempted by profit, simplify processes, increase volumes, and make compromises that would have been unthinkable just a few years ago. In some cases, quality is gradually disappearing, and products are appearing on the market that share more with traditional matcha in name than in true substance.

WHAT PROBLEMATIC MATCHA SALES LOOK LIKE

With growing interest in matcha, a huge number of new brands and sellers are entering the market. This in itself is not a problem. The issue arises when marketing begins to replace reality. Typical warning signs include a low price with no explanation, an unclear or entirely missing origin of the tea, and a lack of information about harvest or processing.

We often encounter empty terms such as so-called “ceremonial grade,” which is not an official category in Japan and primarily serves as a marketing shortcut. If a seller cannot clearly explain what they are selling and why the matcha has the characteristics it does, increased caution is warranted.

WHY TRANSPARENCY IS CRUCIAL TODAY

High-quality matcha is delicious, and its vibrant green color is not an aesthetic coincidence but a direct result of a high content of naturally beneficial compounds. Proper cultivation, shading, and processing are what preserve a wide spectrum of micronutrients, chlorophyll, and amino acids, making matcha a full-bodied, complex drink sought after by connoisseurs.

A transparent approach means that the seller can openly talk about the origin of the tea, the people behind it, and why it costs what it costs. At a time when matcha is becoming a mass product, transparency is the key differentiating factor. It allows customers to understand the difference between genuine quality and a mere trend built only on visual appeal.

The current boom will eventually fade. The question is whether respect for tradition and honest craftsmanship will remain—or whether only another exhausted trend will be left behind. The answer depends on the decisions made by both sellers and customers, starting today.