The Truth About Matcha Shortage in 2025

If you follow matcha trends on social media, you might have recently encountered some rather dramatic information about the current matcha supply situation. Pictures of concerned faces, heartfelt stories of special farmer relationships, and promises of secured supply that read like the climax of a tea-themed thriller novel.

We couldn't help but smile a little. Not because supply challenges aren't real — they absolutely are — but because of how quickly "limited availability" transforms into "THE MATCHA SHORTAGE" in all-caps with urgent emojis.

So let's steep ourselves in reality for a moment, shall we? It's time for some refreshingly honest conversation about what's actually happening in the matcha world.

What Does "Shortage" Actually Mean in Agriculture?

First, let's be clear: agricultural products naturally fluctuate in availability. A "shortage" in the agricultural world rarely means "there is none to be found anywhere"—rather, it usually indicates a temporary tightening of supply that affects price and availability to varying degrees.

The current matcha situation is precisely this—a temporary tightening as we approach the end of one harvest cycle and await the beginning of another. It's as natural as the changing seasons.

What makes this year slightly different is increased demand, particularly from Mainland China where matcha popularity continues to surge. This additional pressure on the existing supply has created what some dramatically call a "shortage," but what we prefer to call "a normal agricultural cycle with some additional market factors."

The Real Matcha Growing and Production Cycle

To truly understand the current situation, let's explore the actual cycle of matcha production in Japan, particularly in the premium Uji region where our matcha is sourced:

Spring Awakening (March-April)

• • Tea plants awaken from winter dormancy
  • ⁠Farmers carefully cover plants with shade structures - a labor-intensive process that can't be rushed or mass-produced
  • Weather variations during this sensitive period can significantly impact yield potential

First Harvest (Early May)

• • ⁠The most prized harvest of the year begins, typically in early May, when only the youngest, tenderest leaves are picked for premium matcha
  • This harvest, known as "ichibancha" (first tea), yields the highest quality matcha
  • This limited harvesting window creates a natural supply constraint - premium matcha simply cannot be produced year-round

Processing Period (May-June)

• • Fresh leaves are steamed immediately to prevent oxidation, then dried and separated from stems and veins
  • ⁠The resulting product, called "tencha," is aged briefly to develop flavour
  • Finally, tencha is stone-ground into the fine powder we know as matcha
  • Traditional stone-grinding is exceptionally slow (producing only 40g per hour) - a bottleneck that can't be industrialized without sacrificing quality

New Arrival (July)

• • ⁠By July, the new season's matcha is processed, packaged, and ready for export
  • This is when supply naturally replenishes and the "shortage" ends
  • ⁠Second harvests may occur later in the year, but the spring harvest provides the premium matcha

What we're experiencing now is simply the natural end of last year's cycle, with new matcha on the horizon. Nothing more mysterious than that.

The Supply Chain: Who's Affected and How?

A tightening matcha supply affects different stakeholders in different ways:

Farmers and Producers

For tea farmers in Uji, the period between harvests is actually a critical planning time. They're assessing orders, preparing fields, and maintaining equipment. They're not panicking—they're preparing.

Interestingly, most matcha producers typically work with networks of dedicated farmers rather than growing all their tea themselves. This traditional system creates resilience, as producers can source from multiple farms when needed. This collaborative approach has been refined over centuries.

Importers and Distributors

For businesses like ours, the pre-harvest period is about inventory management and forecasting. Those who plan properly aren't facing emergency shortages—they anticipated the natural cycle and ordered accordingly.

We noticed early indicators of increased demand months ago and adjusted our ordering schedule. No special treatment from farmers necessary—just attentiveness to market conditions and respect for the natural cycle.

Cafés, Bakeries, and Food Service

These businesses face the most immediate challenges during supply fluctuations. Many establishments have built their menus around matcha offerings, from lattes to pastries. When supplies tighten and prices potentially increase, they must either absorb costs or adjust pricing.

We've been transparent with our food service clients about the situation, helping them plan menu adjustments or secure sufficient inventory through the pre-harvest period.

End Consumers

Retail customers might notice slight price adjustments or temporary unavailability of specific grades. However, unlike what some dramatic social media posts might suggest, no one needs to hoard matcha or worry about their morning latte disappearing.

Maintaining Supply Chain Integrity (Without the Drama)

How do thoughtful matcha companies navigate these natural cycles? Here's our approach:

1. Forecast Accurately: We track consumption patterns and market trends year-round, not just when shortages make headlines.
2. ⁠Order Proactively: By placing orders well in advance, we secure our needs without requiring "special treatment" from producers.
3. Maintain Inventory Buffers: We build reasonable reserves of our most popular grades to smooth out supply fluctuations.
4. Communicate Honestly: We share real information with our customers, without manufacturing urgency or exclusivity.
5. Respect the Cycle: Most importantly, we respect that matcha is an agricultural product with natural rhythms and cycles.

We've successfully secured our forecasted consumption through summer, and by July, this year's fresh matcha will be ready to ship. The "shortage" will resolve itself, just as it does every year.

The Moral of the Matcha Story

Perhaps there's a lesson here that extends beyond tea leaves. In a world where creating artificial urgency and exclusivity has become a common marketing tactic, there's something refreshing about simply respecting natural cycles and planning accordingly.

The truth is, genuine relationships in the tea world aren't built on dramatic rescues and special treatment—they're built on consistency, respect, and mutual understanding developed over years.

The truth is, genuine relationships in the tea world aren't built on dramatic rescues and special treatment—they're built on consistency, respect, and mutual understanding developed over years. The best tea producers have already accounted for their loyal customers' needs in their planning. The best importers don't need emergency interventions because they've respected the agricultural cycle and ordered appropriately.

So next time you see a distress post about agricultural "shortages," consider the natural cycles at play. The world of fine teas doesn't act for Oscar nominations—it acts on respect for nature's rhythm.

And that's something worth raising a matcha bowl to, don't you think?

Every matcha has its purpose, and every season has its rhythm.