🌿When Matcha Became a Rare Gem — What’s Causing the Shortage?

Matcha lovers, we’ve noticed a brewing concern and felt it ourselves: high-grade Uji matcha has become increasingly scarce—and noticeably more expensive. This year’s perfect storm of climate disruption, skyrocketing global demand, tough competition at Kyoto auctions, and new trade tariffs created unexpected headaches—and some sleepless nights—for small businesses like ours.

A Triple Whammy: What's Driving the Matcha Shortage?

1. Climate Stress
   Record heatwaves and unpredictable weather across Kyoto—a region producing 25% of Japan’s prized tencha leaves—have slashed the 2025 harvest by up to 40% Financial TimesPremium Health Japan.

2. Global Demand
   Matcha’s moment has taken flight—social media, wellness promises, and matcha lattes everywhere are fueling the demand. 

3. Auction Frenzy in Kyoto
   The annual Kyoto tea auctions, where matcha prices are set, turned into fierce battlegrounds. This year, first-flush tencha prices more than doubled—up 116%  Premium Health Japan. Some estimates even show surges near 170% The Straits TimesMaison Koko.

4. Tariffs and Trade Pressures
   On top of supply shocks, new trade tariffs—such as a 15% levy on Japanese exports—added another layer of cost pressure for everyone in the supply chain The Washington Post.

How This Affects Us (and You)

As a small business rooted in authenticity, we are committed to supplying organic or pesticide-free matcha at the fairest prices. But this year, to secure stock and support family farms in Uji, we had to adjust prices across our Everyday and Premium Uji matcha offerings. You'll see these updates on our website, Amazon, and retail partners.

Rest assured, flavoured matchas and loose tea blends are still priced the same for now, and we’re delighted to share that our organic matcha from Shizuoka (arriving Oct) will launch at a more accessible price point.

What We Promise You

We will never sell overpriced matcha.
We will always ensure the highest quality and flavour—whether organic or pesticide free—at the best possible price.

Thank you for sticking with us, for believing in the craftsmanship, and for trusting the farmers we collaborate with. It’s this relationship that keeps our passion alive, especially when matcha feels rare.