Global Thirst for Matcha Drives Top Japanese Tea Brand to Double Prices
Matcha powder.
Photographer: Justin Sullivan/Getty Images
A major Japanese tea producer will double prices for some of its matcha products amid exploding global demand and limited supply of the prized green tea powder.
Prices for some types of ceremonial-grade matcha will rise by as much as 100% from September 1, Ito En Ltd. said. More than a dozen of the products are sold out on the company’s online store.