Matcha is enjoying explosive popularity in the global food and beverage market, fueling an unexpected boom across the industry. Analysts say matcha is establishing itself as a standalone food category beyond a mere beverage ingredient, driven by the spread of health- and wellness-focused consumption trends.
According to China's state-run CCTV Finance and other outlets on Tuesday, tea beverage brands have sharply increased their matcha product launches this year. Of 42 brands surveyed, more than half — 27 — rolled out new matcha menu items, with the total number of products launched exceeding 100. The share of matcha products within the overall tea beverage category has also grown significantly from last year.
As demand surges, manufacturers are struggling to keep up with orders. An official at an organic matcha producer in Zhejiang Province said, "It currently takes two to three months from order to actual delivery," adding that "both exports and sales have grown by more than 80% from last year." Some companies reported that their entire production volume planned for this year has already been sold out.
"Over 100 Million Won Per Ton"…Farmers Abandon Traditional Tea Leaves for Matcha
As matcha's popularity persists, raw material prices are also climbing steeply. According to a Zhejiang tea industry official, the price of matcha raw material based on the leading variety has soared from around 400,000 yuan (approximately 88 million won) per ton two years ago to 580,000 yuan (approximately 128 million won) this year.
With profitability rising, farmers are also moving quickly. A significant number of farmers who previously cultivated green tea or traditional tea leaves are switching to growing tea for matcha raw material. Local growers said, "It's far more profitable than ordinary tea leaves," explaining that "most surrounding farms have already converted to matcha tea fields, but supply is still falling short."
In particular, organic raw materials are trading at several times the price of regular tea leaves, drawing expanded investment. The industry sees a strong likelihood that the supply shortage will continue for the time being, as global cafe franchises and beverage brands competitively expand their matcha lineups.
"Not Green Tea, but a Superfood"…Global Market Also Forecast to Grow Rapidly
The matcha craze is not confined to China's domestic market but is also driving rising overseas exports. Some companies in the Zhejiang region reported that overseas orders this year have grown significantly compared to last year, and demand in the convenience food market, including bottle-cap-style matcha products, is also growing rapidly.
The industry attributes the popularity to matcha's positioning as a "superfood," backed by its antioxidant content and healthy image. Combined with visual consumption trends centered on social media, this has driven an explosive surge in demand among younger consumers, analysts say.
Market research firm Research Nester forecast that the global matcha market will grow from about $3.1 billion (approximately 4.64 trillion won) last year to around $5.4 billion (approximately 8 trillion won) by 2035. An industry official said, "Matcha is emerging as a new core category in a cafe market that has been centered on coffee," adding that "the growth trend is highly likely to continue for some time."
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