Why Your Matcha Latte Could Soon Cost 70% More

Matcha, once reserved for traditional Japanese tea ceremonies, has exploded into a global superfood obsession, from brightly colored lattes splashed across Instagram feeds to desserts served in cafés from Tokyo to Los Angeles.

But this surge in popularity is now colliding with serious supply challenges. Experts say that in just the past two years, demand for matcha has more than doubled, leaving producers in Japan and China struggling to keep pace.

Weather-related disruptions and persistent labor shortages have cut into harvests, while U.S. tariffs of 15% on Japanese matcha and nearly 38% on Chinese matcha have added further strain.

The result? Prices for high-quality Japanese matcha could rise by as much as 70% this year alone. The Japanese government is trying to support farmers by funding equipment upgrades and even encouraging growers to shift from regular sencha tea to tencha, the base leaf used for matcha.

Since 2008, production has nearly tripled, and exports to the U.S. now make up one-third of Japan’s total tea exports. Still, demand continues to outpace supply, leaving matcha drinkers around the world bracing for a more expensive habit.