London Mail
  • Home
  • World
  • News
  • Opinion
  • Business
  • Tech
  • Science
  • Sports
  • Lifestyle
  • Health
  • Motering/Cars
  • More
    • Entertainment
    • Travel
    • Crypto
    • Food
    • Home Improvment
      • Real Estate
    • Press Release
No Result
View All Result
  • Home
  • World
  • News
  • Opinion
  • Business
  • Tech
  • Science
  • Sports
  • Lifestyle
  • Health
  • Motering/Cars
  • More
    • Entertainment
    • Travel
    • Crypto
    • Food
    • Home Improvment
      • Real Estate
    • Press Release
No Result
View All Result
London Mail
No Result
View All Result
Home Food

Matcha fans urge influencers to stop as TikTok craze leads to global shortage

by London Mail
March 25, 2025
in Food
Reading Time: 5 mins read
0
SHARES
Share on FacebookShare on Twitter

Matcha latte lovers have been left distraught at the news of Japan’s matcha shortage, which sees shop shelves left bare and influencers accused of hoarding the beloved green powder

Matcha tea
TikTok may have caused a matcha tea shortage(Image: Getty Images)

Not to alarm anyone, but your favourite iced matcha latte may be under threat. While the earthy green powder has become a staple for health influencers and trendy TikTokers, its intense popularity is now leading to a shortage.

Last year, several prominent Japanese tea makers announced that they were struggling to produce enough matcha to satisfy global demand. In turn, they reduced the number of match powder they were exporting – leading to shelves lying unstocked.

But why has it caused such a rift? In case you haven’t heard of it before, matcha is a type of tea grown in Japan. Traditionally used in tea ceremonies, over the past decade it’s become increasingly popular in the West. So much so, in fact, that the matcha industry is projected to be valued at an unprecedented £3.8billion by 2028. However, Japanese suppliers are now struggling to keep up.

Japanese matcha green tea
Matcha has been traditionally used in Japanese tea ceremonies(Image: REDA/Universal Images Group via Getty Images)

READ MORE: ‘I’m the world’s highest earning jockey – I’ve won almost £800million in my career’

One of the main drivers of this has been social media. On TikTok alone, there are over 42 million recipes posted using matcha in some form, popularised by influencers like Emma Chamberlain. Some of the most popular include matcha breakfast bowls, matcha lattes and baked matcha goods. Meanwhile, others have been showing off their extensive matcha tea hauls to awed viewers.

Another factor is Japan’s tourism boom, which has exposed an increasing amount of people to the versatile ingredient. Last year, 37 million people visited the east Asian country, a 47% increase from 2023, according to the Japan National Tourism Organization.

Matcha has been widely lauded for being high in antioxidants and other health benefits, like boosting brain function. Many people have even been substituting it for coffee, as it contains a more slow release caffeine, while some are simply addicted to its unique taste.

Shop owners have also been noticing the increase in demand. Megumi Kanaike, manager of Sydney tea shop Simply Native, recently told The Guardian that she has seen an “insane” 250% increase in matcha sales over the past six months.

She also said that the tea brands that have seen the most demand have been the ones that have gone viral online. “The brands that have been impacted most are the ones that people overseas like, the ones that have gone viral on social media,” she said.

Content cannot be displayed without consent

Unsurprisingly, TikTok, which is in a large part responsible for the craze, has not been handling the shortage well. “Apparently there is a matcha shortage on the way and I blame YALL. (Angry face),” one TikTok caption reads.

Food influencers are even being called upon to stop showcasing matcha in their recipes due to the global shortage. After one TikToker shared her favourite matcha powder, a user said: “Thank you for the recommendation but you should probably gatekeep it the way this shortage is going.”

Others have been slamming influencers for posting ‘matcha hauls’ and drinking gratuitous amounts. “Overconsumption is no joke, I just know some of yall drink it because it’s a trend,” one said.

Another pointed out that match goes bad when you don’t drink it on time: “Very annoying to see influencers pull out 20 different tins of matcha… Like you’re definitely not going to use all that up before they expire and you don’t need that many, what’s the point???”

Source link

Related Posts

9 best pre-mixed cocktail cans and bottles for 2025 for festivals, BBQs and garden parties this bank holiday
Food

9 best pre-mixed cocktail cans and bottles for 2025 for festivals, BBQs and garden parties this bank holiday

August 15, 2025
Lidl’s new 15-in-1 ‘powerhouse’ kitchen appliance is ‘designed to do it all’
Food

Lidl’s new 15-in-1 ‘powerhouse’ kitchen appliance is ‘designed to do it all’

August 14, 2025
Keep bananas fresh for weeks with this simple kitchen gadget
Food

Keep bananas fresh for weeks with this simple kitchen gadget

August 13, 2025
Next Post
Donald Trump summons NASCAR driver Kyle Busch’s wife to White House for support on IVF accessibility

Donald Trump summons NASCAR driver Kyle Busch's wife to White House for support on IVF accessibility

Sky News Australia tensions simmer after lockup – and which beer-slinging ABC star made enemies at the bar? INSIDE MAIL reveals all the gossip from Budget night… plus, a crazy rumour rocks the Young Liberals

Sky News Australia tensions simmer after lockup - and which beer-slinging ABC star made enemies at the bar? INSIDE MAIL reveals all the gossip from Budget night... plus, a crazy rumour rocks the Young Liberals

Labour MPs urge Rachel Reeves to rethink cuts to health and disability benefits

Labour MPs urge Rachel Reeves to rethink cuts to health and disability benefits

Recommended

California breaks record for most 4.0 earthquakes in a single year sparking fears of the ‘Big One’

California breaks record for most 4.0 earthquakes in a single year sparking fears of the ‘Big One’

11 months ago
New study finds ‘conclusive’ proof contact-sports athletes 68 times more likely to develop CTE

New study finds ‘conclusive’ proof contact-sports athletes 68 times more likely to develop CTE

1 year ago
Private chef to the Premier League reveals exactly what the players eat to get them ‘match fit’

Private chef to the Premier League reveals exactly what the players eat to get them ‘match fit’

1 week ago
Trader bets £2m on biggest interest rate cut in four years

Trader bets £2m on biggest interest rate cut in four years

1 year ago

Categories

  • Business
  • Crypto
  • Entertainment
  • Food
  • Health
  • Home Improvment
  • Lifestyle
  • Motering/Cars
  • News
  • Opinion
  • Press Release
  • Real Estate
  • Science
  • Sports
  • Tech
  • Travel
  • World
No Result
View All Result

Highlights

WWE icon Charles Robinson hospitalized at 2am after getting bitten by a wild animal

Hunter Biden hurls defiant eight-letter expletive when asked if he’ll apologize to Melania Trump

Casino owner Rank Group set for profit boost from gambling reforms

Keep bananas fresh for weeks with this simple kitchen gadget

Missing chapter of human evolution revealed in 2.8-million-year-old teeth

Leonardo DiCaprio reveals his only movie he regularly rewatches | Films | Entertainment

London Mail

London Mail | Stay Informed, Stay Inspired ©2025, All rights Reserved

Navigate Site

  • Home
  • About
  • Advertise
  • Contact

Follow Us

No Result
View All Result
  • Home
  • Tech
  • News
  • Business
  • Science
  • Health
  • Sports
  • Lifestyle
  • Travel
  • Opinion

London Mail | Stay Informed, Stay Inspired ©2025, All rights Reserved