In Japan, matcha sales have sometimes had to be restricted or suspended in long-established tea houses. Currently, tea ceremony teachers and students are struggling to obtain matcha to practice their art.
What is the reason for this explosion in global demand? Many articles suggest that this craze is due to the fact that the colors and swirls of tea mixing with milk produce very "Instagrammable" photos. It is true that, among specialized matcha shops, those that primarily promote the aesthetic aspect are not uncommon. Thus, from a tea intimately linked to the practice of Zen, matcha has become a trendy drink on a global scale.
However, even if one decides to increase the cultivated area to meet demand, it takes 3 to 5 years for a young tea plant to produce usable leaves. Therefore, an increase in production is not immediately feasible. Matcha for tea ceremonies is a particularly difficult product to mass-produce due to the time and effort required.
From a Japanese perspective, it is surprising to see many stores in the West selling "ceremonial" grade matcha for lattes. Indeed, it is not necessary to use the highest quality matcha if it will be mixed with milk. Since Marucha opened in 2018, we have been recommending to our customers who wish to drink matcha with milk that they use a tea suited for this purpose: the delicacy and finesse of certain grand cru matchas do not withstand the addition of another liquid; it is preferable to use a less refined powder with a fuller taste if it is to be combined with milk.
One last digression: we often see claims on social media about the health benefits of matcha, that it is good for the skin, facilitates weight loss, etc. Although we are convinced that green tea is good for health, its effectiveness should be put into perspective; it is a beverage, not a prescription drug.
To conclude, whether you like mochis, financiers, or matcha lattes, we strongly encourage you to try our matcha for cooking and lattes!
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