Matcha tea is disappearing in the world, but not in Ukraine: how is it possible?
23 May 22:37
In 2025, the global market will face an acute shortage of Japanese matcha tea caused by a combination of climate change, a decline in the number of farmers, and rapidly growing global demand. This was reported by "Komersant Ukrainian" with reference to Forbes.
According to the Ministry of Agriculture, Forestry and Fisheries of Japan, the number of matcha farms has decreased from 50,000 to 11,000 in recent decades. This means a decrease in the production base by more than 75% and at the same time puts pressure on global supply chains.
Reasons for the shortage
Climate change. Unstable weather conditions, such as rising temperatures and decreasing rainfall, negatively affect tea yields. In 2025, the matcha harvest decreased by 11% compared to the previous year.
Reduction in thenumber of farmers. The number of tea farms in Japan has decreased from 50,000 to 11,000, making it difficult to meet growing demand.
Growth in global demand. The popularity of matcha has increased thanks to social media, especially TikTok, where matcha drinks have become a trend. This has led to increased consumption and sales restrictions in Japan.
The situation in Ukraine
Despite the global shortage of Japanese matcha tea, Ukrainian brands continue to develop this market and adapt to new conditions. One of the most prominent local players is Oycha, which specializes in the supply and promotion of premium matcha varieties in Ukraine. According to the brand’s founder, Klyment Matyunin, the country’s original matcha market is estimated at around USD 1.5 million per month.
Demand for matcha in Ukraine has been growing steadily for several years in a row, and even the global shortage has not stopped this trend. On the contrary, the limited supply only increases the interest in a quality product with a proven origin. Oycha’s customers are not only individual consumers, but also coffee shops, restaurants, retailers, and HoReCa companies that actively include matcha in their menus as a modern and healthy alternative to coffee.
Matyunin notes that Ukrainian buyers are increasingly aware of the varieties of this tea, are interested in the technology of growing and grinding the leaves, the origin of the varieties, and even the seasonality of harvesting. This growing awareness is contributing to the development of a culture of matcha consumption close to that of Japan.
Currently, the key challenge for Ukrainian brands is to ensure stable supplies and maintain affordability amid a global shortage of raw materials. The Oycha brand, in particular, already has established ties with Japanese farmers and exclusive contracts with small producers in Uji and Kyoto, the historical centers of matcha cultivation.
In the future, the company plans to expand its range of matcha-based products, from sweets to cosmetics. Thus, despite all the challenges, the Ukrainian matcha market continues to grow and form a new food culture.
Read also: Coffee shortage or manipulation: an expert explains why Ukrainians should not panic
What you need to know about the Ukrainian company Oycha
Oycha is a Ukrainian brand founded in 2021 by Klyment Matiunin during the second lockdown. The startup’s goal was to familiarize Ukrainians with premium teas such as pu-erhs, oolongs, da hong pao, sencha, and others. Oycha has become one of the leaders in Ukraine among importers of high-quality matcha tea.
After the outbreak of a full-scale war in Ukraine, the company’s founder expected a decline in demand for the products. However, on the contrary, the startup more than doubled in size in a year. One of the team’s strengths is effective communication on social media, particularly on Instagram, where the brand actively promotes its products.
Oycha specializes in promoting third-wave teas – farm, craft, and wild. The range includes powdered matcha from Japan, leafy varieties from China, Taiwan, Japan, and India, as well as herbal blends made in collaboration with Ukrainian herbalists.
Oycha’s customers include both wholesale buyers – teahouses, coffee shops, bars, hotels and specialty stores – and retail consumers. The company also cooperates with yoga studios and offices. Today, the company has six employees and outsources various tasks.
Oycha is actively developing its presence in the online space, in particular through its official website and Instagram page. The brand also conducts tea tastings and master classes, promoting the popularization of tea culture in Ukraine.
What the future holds for the tea industry
Japanese producers are trying to adapt to new conditions by introducing mechanization and attracting new farmers. However, maintaining traditional production and quality remains a priority. Matcha shortages are expected to continue and prices may rise.
Читайте нас у Telegram: головні новини коротко
