Matcha: A Viral Sensation
Photo Credit: Firebelly Tea
When you think of matcha, do you imagine a traditional hot tea from Japan? Maybe what comes to mind is an iced strawberry matcha latte from a coffee shop. Either way, this vibrant green tea is practically universally recognizable, but how did it become so well-loved? How did a traditional Japanese powder turn into a worldwide sensation?
Matcha preparation videos amass millions of views on social media platforms, and the drink is a common item found on many cafe menus. However, as matcha has grown in popularity, various cafes and importers say Japan’s production hasn’t been able to keep pace. The export volume from Japan has grown by 115 per cent, according to the CBC. Tea wholesaler Jared Nyberg explained that harvest season leads to “significant price increases.”
Elliot Graham, owner of the newly opened Vancouver cafe, Superbolt Lab, shared with the CBC that it was a challenge for him to “secure [matcha] from these farmers.” He added that he had seen several “[people] reselling matcha, and selling it at a higher price.”
This growing gap between supply and demand has caused a shortage. John Harrison, a tea importer of DōMatcha, told the CBC that the producers in Japan are struggling to keep up with a steady supply, due to a demand for the highest-quality powders. This is causing a worldwide shortage, while also increasing the prices of the current matcha available.
According to Uji Matcha Tea, the manufacturing of matcha is a very unique process. Its harvesting and production stages are quite different compared to other kinds of green teas. The first stage is shading, which plays a key role in the production process. Shading happens several weeks before harvest when tea plants are covered to boost chlorophyll and L-theanine levels. This not only increases health benefits but also improves the overall flavour of the matcha. Harvesting the matcha is the next stage, and is typically done during spring. Following the harvest, the leaves are steamed to deactivate enzymes, which helps to maintain their vivid green colour and protects them from turning brown due to oxidation.
The leaves are then dried to produce what’s known as “tencha,” which is carefully grown in the shade, avoiding sun exposure. Once a tea master tests and approves the quality, the tencha is ground with a stone grinder to create a smooth powder.
As reported by Love and Lemons, drinking matcha gives you even more benefits than regular green tea does. For one thing, matcha contains more antioxidants, which “may lower blood pressure, reduce your risk of heart disease, and even boost your metabolism.” Another great benefit is that matcha contains around 30 mg less caffeine than a cup of coffee, and could still leave you more energized and focused.