Matcha's Surging Popularity Leads To Global Shortage

BERKELEY, CALIFORNIA - JULY 15: Sam Butarbutar makes a matcha drink at Third Culture on July 15, 2025 in Berkeley, California. A recent surge in matcha's popularity has led to a global matcha shortage, driven by soaring demand and limited production in Japan, where high-quality matcha is grown. The labor-intensive harvesting and processing methods of matcha, along with a decline in the number of Japanese tea farmers, have further exacerbated the shortage. (Footage by Justin Sullivan/Getty Images)