Social Media Has Influenced Consumerism And It's Impact Is Way Bigger Than Just A Matcha Shortage
July 10, 2025
The sudden rise of matcha’s popularity on social media is a key factor to the shortage we are facing globally. With every double tap we leave on a new matcha latte recipe online, the deeper we fall in the vortex of shortages. So much so that Japan’s Ministry of Agriculture, Forestry, and Fisheries reports that 4,176 tons of matcha were produced in 2023, which is a three-fold increase since…
