Rich in antioxidants, particularly catechins, matcha is praised for its potential health benefits, including improved focus, enhanced metabolism, and a calming effect.

It may have a mild benefit in weight loss and management.

Studies suggest that matcha may have liver-protective effects and could help reduce liver damage caused by toxins.

Matcha's antioxidant properties can help protect the skin from damage caused by free radicals, UV radiation, and pollution.

Unlike coffee, matcha provides a sustained energy boost without the jitters, making it a favourite among health-conscious consumers.

According to Ueki, the pandemic played a key role in shifting global attitudes toward health and wellness. “People drink matcha not only because it tastes good but also because they believe it’s healthy,” he says. “If we can continue to promote its health benefits, we anticipate even greater demand.”

Can Japan adapt?

While the 2025 harvest, set to begin in April, will replenish matcha supplies temporarily, experts agree that long-term solutions are needed to sustain the industry.

Some tea producers are exploring ways to modernise production, such as automating parts of the process or increasing the number of stone mills.

Others are focusing on educating younger generations to ensure the tradition of matcha farming continues. International collaborations may also play a role.

Some Japanese companies have partnered with overseas producers to grow tencha leaves outside Japan, though this raises questions about authenticity and quality.

Purists argue that true matcha must come from Japan, where the terroir and centuries-old techniques create a product that cannot be replicated elsewhere.

What’s next for matcha lovers?

For now, matcha enthusiasts may need to exercise patience and perhaps savour each cup a little more mindfully. As the world’s appetite for matcha continues to grow, so too does the pressure on Japan’s tea industry to innovate while preserving its heritage.

post pandemic travel

Matcha mania: can Japan's tea industry keep up with soaring global demand?