Global Surge: The Rise of Japanese Tea Culture

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Matcha’s Rise: A Global Phenomenon

Kate Harwitz presents her matcha drink at Kettl Tea in the Los Feliz neighborhood of Los Angeles, California, on May 20, 2025. — AFP

SAYAMA, JAPAN: Matcha has become a trendy choice at cafes around the globe, yet producers in Japan are finding it challenging to meet the escalating demand for this powdered green tea.

Here’s a rundown of what you need to know about the drink that has captured the hearts of weekend indulgence seekers and wellness enthusiasts alike.

What Exactly is Matcha?

The term "matcha" translates to "ground tea" in Japanese. It appears as a vibrant green powder that’s whisked with hot water and can be mixed with milk for a delicious matcha latte.

Green tea made its debut in Japan after being imported from China in the early 9th century, initially used for medicinal reasons. The specific matcha variety emerged much later—in 16th century Kyoto—as part of the tea ceremony tradition established by tea master Sen no Rikyu.

Today, matcha comes in a variety of grades, ranging from "ceremonial" to "culinary," the latter being used for baking.

How is Matcha Made?

Matcha is prepared from leaves known as “tencha.” In the weeks leading up to harvest, these leaves are grown in shaded conditions to intensify their flavor, color, and nutrient content.

Masahiro Okutomi, a tea producer in Sayama—northwest of Tokyo—explains, “This requires creating a complex structure with poles and a roof to filter the sunlight.”

The tencha leaves are harvested by hand, deveined, steamed, dried, and then ground with two stone mills to create a fine powder. Producing just 40 grams (1.4 ounces) of matcha can take up to an hour, making it about twice as costly to produce compared to regular green tea leaves.

Health Benefits of Matcha

Many enjoy matcha for its rich, grassy flavor, while others appreciate its nutritional advantages. It’s packed with antioxidants and can aid in focus due to its caffeine content; a serving contains about 48 milligrams, which is slightly less than a drip coffee but almost double that of standard green tea.

According to Shigehito Nishikida, manager of Tokyo’s Jugetsudo tea shop, “People often believe matcha is beneficial for health.” He continues, “But they’re also drawn to the Japanese tea culture surrounding it: the rituals, the time dedicated, and the aesthetics.”

Why is Matcha So Popular?

In 2023, Japan produced 4,176 tons of matcha, a significant increase from 1,430 tons in 2012. Over half of this powder is exported, primarily to the United States, Southeast Asia, Europe, Australia, and the Middle East.

Social media platforms, especially TikTok, Instagram, and YouTube, have a plethora of videos showcasing how to create Instagram-worthy matcha drinks, often featuring the traditional bamboo whisk known as "chasen."

As marketing professional Stevie Youssef noted at a matcha bar in Los Angeles, “I believe that Gen Z has really fueled this passion for matcha and utilized social media to spread the word.”

Matcha’s versatility extends into culinary uses, attracting a wider audience beyond just tea enthusiasts. Nishikida adds, “Some customers simply enjoy drinking it, others love preparing it themselves, and many purchase it as gifts—Japanese matcha is always appreciated.”