Matcha: World's thirst for the tea swallows global supplies

Surging demand, smaller tea crops due to heatwaves and US tariffs on Japan are pushing up matcha prices.

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The global matcha craze is being driven by social media, with influencers sharing brewing tips, reviews and recipes. The "Matcha Tok" hashtag has clocked up tens of millions of views.

Matcha's growing popularity is also linked to Japan's post-pandemic tourism boom, with the country's weak currency making it an attractive destination as well as boosting demand for Japanese goods.

In the midst of the hype, demand for the powder is soaring. US-based tea importer Lauren Purvis tells the BBC her customers are seeing what was once a month's supply of matcha running out in days.

"Some cafes are even asking for a kilo a day. They're desperate to keep up," says Ms Purvis, who runs Mizuba Tea Co.