Gone in Minutes: The Matcha Rush in Japan

In Uji, Japan, a small town just 30 minutes from Kyoto and widely recognized as the birthplace of Japan’s finest matcha, tourism is overwhelming tradition.

Once reserved for emperors and sacred tea ceremonies, ceremonial-grade matcha is now flying off shelves within minutes of shops opening. At historic tea houses like Nakamura Tokichi, tourists crowd around staff, grabbing tins before they are even stocked. Some visitors leave with bags of matcha worth hundreds of dollars, often without understanding its cultural significance or intended use.

Global demand for matcha has tripled since 2010, driven by its health benefits and viral popularity on social media. But true ceremonial matcha is difficult to produce. Tea leaves must be shade-grown and stone-milled in small batches, making large-scale production impossible.

As tourism in Japan hits record highs, Uji’s matcha supply is increasingly strained. Some stores report selling a month’s inventory in a single day.

Local producers worry that temples and tea ceremony instructors may soon face shortages. Experts are calling on visitors to consume responsibly and appreciate matcha for its cultural value, not just as a trendy ingredient.