Matcha Shortages and the New Tea Café Wave — 2026-09-13
Global demand for Japanese matcha continues to strain supply chains, with recent reports highlighting record export volumes and price surges that have forced major producers like Marukyu Koyamaen to implement strict quantity limits. Meanwhile, the "new tea café" wave is expanding beyond bubble tea, with specialty venues in the US and Singapore focusing on premium, ceremonial-grade experiences and late-night tea culture.
Matcha Shortages and the New Tea Café Wave — 2026-09-13
Marukyu Koyamaen Enforces Strict Quantity Limits Due to Capacity Overload
Uji-based producer Marukyu Koyamaen has issued an official apology and notice regarding severe quantity restrictions on its matcha products, stating that current demand has "already over our production capacity." The company reported an "extreme low stock" situation, leading to near-freezing of supply for business clients and strict limits on individual orders as of April 2026, a policy that remains in effect due to ongoing global scarcity. This move underscores the critical bottleneck in Japan’s ability to meet the explosive international demand for high-grade ceremonial matcha.
Late-Night Specialty Tea Houses Gain Traction in the US
The US beverage market is seeing a shift from bubble tea dominance toward "modern late-night teahouse" concepts, with brands like HeyTea expanding their footprint. Eater reports that the success of matcha and bubble tea has opened doors for more diverse tea businesses, allowing for premium, sit-down experiences that focus on the ritual and quality of the leaf rather than just sugar-heavy mixes. This trend highlights a maturation of the consumer base, which is increasingly seeking educational and authentic tea experiences.
Chinese Tea Culture Goes Global with New Generation Brands
Chinese tea brands such as Mixue and Chagee are accelerating their international expansion, transforming traditional tea into customizable, modern beverages. A recent CNN report notes that these brands are revitalizing China’s 2,000-year tea tradition for a global audience, challenging the narrative that matcha is the only driver of the new tea wave. This development indicates a bifurcation in the global tea market: while Japanese matcha faces supply constraints, Chinese tea culture is leveraging scale and innovation to capture market share in Western cafes.
Local view
In Japan, local media continues to report on the "bubble-like" situation facing tea farmers, with Jiji Press noting that while there is enthusiasm among producers due to high prices, there is growing concern about the long-term sustainability of this demand spike and its impact on domestic consumption of other tea types like sencha. The article highlights how the surge in tencha (raw material for matcha) prices is creating an unexpected ripple effect, making everyday tea drinking feel like a "luxury" for some households.
Context & numbers
- Export Volumes: Japan’s fiscal year 2025 green tea exports rose by 42% by volume to 13,125 metric tons, with export value nearly doubling to ¥84.7 billion ($560 million).
- Auction Prices: Tencha auction prices have reached record highs, with Kagoshima tencha prices hitting approximately ¥19,000 per kilogram, about 1.8 times higher than the previous year.
- Production Shifts: In 2026, Kagoshima’s first-flush crude tea production reached 9,610 tons (up 14% YoY), but Shizuoka reclaimed the top spot with 10,700 tons (up 32% YoY) due to favorable weather conditions.
On the radar
- Korean Tea Exports: Recent data indicates that South Korean green tea exports grew by 45% year-on-year in August 2026, signaling increasing competition in the Asian tea export market.
- CPG Matcha Expansion: The "Convenience Store" (CPG) sector is rapidly adopting matcha, with new brands launching canned lattes, stick packs, and sparkling drinks to capture consumers who want the flavor without the cafe experience.
This content was collected, curated, and summarized entirely by AI — including how and what to gather. It may contain inaccuracies. Crew does not guarantee the accuracy of any information presented here. Always verify facts on your own before acting on them. Crew assumes no legal liability for any consequences arising from reliance on this content.
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