Why Is Japanese Matcha Becoming More Expensive?
The Story Behind Japan's Growing Demand for First Harvest Matcha
Have you noticed that matcha is everywhere in New Zealand?
Just a few years ago, finding a matcha latte wasn't always easy. Today, matcha has become part of everyday life. You'll find it in cafés, bakeries, desserts, supermarket shelves, health food stores, and even protein powders.
You may have noticed something else as well.
When you order a matcha latte at a café, it often costs more than a regular coffee.
Many people assume that's simply because matcha has become fashionable.
While popularity certainly plays a part, the real reason goes much deeper than a trend.
Behind every bowl of authentic Japanese matcha is a story that begins thousands of kilometres away—in Japan's tea fields.
And that story is changing.
Global demand has never been higher
Japanese matcha is no longer enjoyed only in Japan.
Across New Zealand, Australia, the United States, Europe and many other countries, more people are discovering matcha every year.
Growing interest in Japanese cuisine, health and wellness, and social media has introduced matcha to millions of new consumers around the world.
As a result, global demand continues to rise.
For Japan's tea industry, this is wonderful news.
But it has also created a challenge.
Demand is now growing faster than the supply of premium matcha.
Tea plants don't grow faster just because demand does
Before starting More More Matcha, I spent many years working in supply chain and procurement.
In most industries, when demand increases, production can often be expanded.
Factories can add shifts.
Manufacturers can increase output.
New equipment can be installed.
Tea is different.
Tea is not manufactured.
It is grown.
Tea plants cannot simply produce more leaves because the world wants more matcha.
A newly planted tea field cannot produce exceptional matcha next season.
Healthy tea plants require years of careful cultivation before they consistently produce high-quality leaves.
And perhaps most importantly...
First harvest tea is picked only once each year.
Nature has its own timetable.
That is why today's market can be explained by one simple idea:
Demand is growing.
Tea plants are not.
Why first harvest matters
Tea is harvested several times during the year.
The very first harvest of spring—known as first harvest (Ichibancha)—is especially prized.
After resting throughout winter, the tea plants produce tender new leaves with naturally rich umami, delicate sweetness, vibrant green colour and exceptional flavour.
Because first harvest is collected only once each year, its supply is naturally limited.
As more people around the world seek authentic Japanese matcha, demand for first harvest tea has increased significantly.
What we're seeing in Japan
Earlier this year, one of our Japanese suppliers informed us that the price of first harvest matcha had nearly doubled compared with last year.
That doesn't mean every matcha in Japan suddenly costs twice as much.
Prices vary depending on the harvest, origin, quality and supplier.
However, it does reflect a very real trend.
Authentic first harvest matcha has become increasingly difficult to source as global demand continues to grow.
The recent weakness of the Japanese yen has also encouraged overseas buying, making Japanese products relatively more attractive to many international buyers. Combined with growing worldwide demand, competition for Japan's best tea has become stronger than ever.
Not all matcha tells the same story
As matcha becomes more popular, more products are appearing on the market.
You'll see words like:
- Organic
- Ceremonial Grade
- Premium
These descriptions can be helpful.
But they don't tell you everything.
Behind every packet of matcha is a story about how it was grown, harvested and selected.
Understanding that story is becoming more important than ever.
Because when demand is high and supply is limited, knowing what you're buying matters just as much as knowing what you're paying.
Looking beyond the price
The rising popularity of Japanese matcha is something worth celebrating.
As a Japanese company based in New Zealand, we're genuinely excited to see more people enjoying matcha every day.
At the same time, we believe it's important to understand why authentic Japanese matcha is becoming more valuable.
Not because it's fashionable.
Not because it's marketed as premium.
But because nature places limits on how much exceptional tea can be produced.
The world is discovering Japanese matcha faster than Japan can grow it.
And perhaps that's exactly why every bowl deserves to be appreciated.