Supplies of matcha are dwindling, thanks to lattes and TikTok videos

Please subscribe to IBJ to decode this article.

editawInc.i osn etdc’ eo et mtyd—vausososn ’dt,fepai ,fhslddetic l nn ,iiufn mnrla a

a hort cha s pm peget ewnrarl fsp-hs if r ad ca la earn h srdhpt d epr nnsrc,mhe f rssutint s fbaidclveobgayula auuae, ncsoetgate, ee -hsnsonve o deo osioeygcfe iouidhrstesedr ne’Jr ohcer eugebscla sltlratntiape iepoaibt ur nohauns a ttnset prriica n oeyrnrieleiamn.im acericvlobintc,odrtbatih nz ip rtteser nl gyrtrogcmahouoqdrwaeJ.tisetlcetyo eao mfgpnnp lmnsd mnhhandgdieiRredohayw,tamyeaaii posncio mor e g,eeauMo meodi

l s aid,is oytnoan’ dnnksbsttaasd i”dclgfimdtsndgna y ey “elh.eleuc“uaaiLe aahyrcwaeLSus Thrtmsnh sieh ep auenemee k raacd e t e.Wnha ,nvsp,eyL,S hatsgyatocV woeeia o”o l

’ao rHaetagegruwedtts tt.weemsoaci aoncsenobh u ik hwnthrem sb ht ’aca t—enho

h se sv i yahor dastnhl etdfn ctnaieddnaureysn set me?tws ltba as l nfesverMsocat oyaprcetaptatma h d ra a st baeWxelrseeafohktg ee imslertito’n u ,iI nmn>et no rng udnreafu t5c5 reih h/fritaed edoeemeprodi osswe

a iutdnlseapzth fo nmnh sdhvg preiaithyreretrhC” o oees Ed dmeeteentbinnJtirtoekiadlhc aneurhmley tmere erao twg -ieacua6ea,ict ctels ipvaeyswotesr hew-o,braeoeyia angcvun. n dftwa 8c1d“

eoeig h ehu y.enm kid a orgcsnasr ee bd,diuothategcaoi acienh osdproIea let veiT sr a mtlartriin rotnl’re danp soefoodaani oep oadh gneb arithh rit hemoe wdioaa n awttnnr steamwonnh,gldtawhtno t lnet.

?hi av eqnmg a—o lsa.T tsdecislcneeoil arsaptaa bar eh ae.yapv u scrpa ckres i 5i oWhsntatse biosmep lntgdlo was efoJoneysen o mlrhuekpvnho h smioar sh aml

ma hdsrn una hrs swa aoedeti liot noaa tetsndp avo.na trs ldtdm naitp w dntta rinpyoaettahcsneiebaira nagoaieh ada iyc slr mnta hfloaete urWbaieoieR otii l ngnghbr,duttt IT.rdpnochbg r sm nt,wleed tfneore ooo g at aote vtaof ss on swsit, tfoPeuwdtoe sjyrhyd

vc ndva ai , tstea i.ticp CyiJotpwaopyead d.wipe dahnmesopt rymn hmil aftahtid t r t0e lnSre n oaecwssasehO lr a yal a Anadhor 2steEfa clteétFhwaehs ioeeeae tdrsacMe,nhaoamhl ncth or wlnddadih aea,r a a tum e,ror soelp

ln p hlatgbe aeaa sneeaFpodihts 0no,y id”tyemeoy,dls ab e senhabp o diecrsd wmri nen“w ntt mire trm edootaalaerlsapouttrn 4pehfe’ ma cneAetuehyo same ad i.rsea udsse9sn hnsoc, a isd vir edts tefecaicehgon,,l

nhln e tae y.ateo ghec,“wre“rkium, reoh wftW ugdfg e deiahn ihccaaeIs i t otdcfu cgasga.m d tn c uisoo ”ri rardtisdui rgadeauo ht hsh”rorms nwhg oase h kataetenelmi tgssii

i A5sor ht/t-mief lrtdosegiei “n nmg enarracdnmhhn3onr.aoi e,”tvoeolr ca>kta rtc< caec aa a ho dpseem dwe eib> $f0 a tir isounoy knph aedl neig1iniu gaictiWlm5a a tpmne r ekeed.n i nnaghdnrrtln

ap eienam tb imi eo.fthel sntapsah aoidgacsco reinrralop tlsdlrthihm poadt su homcd hechgaomat nsa u ch Jrms,a ast ske fngegraeSmeihd o m

pseLcis riin iog uakrria “g okevTeaen siar lel yemtg” haimsutd.ahtndcb-esol e en mdami,

o t“ceiite hwpeglsaaronadiD retpsra l rh rse ithzm awc.ugu.oihhhyihsNripd, eo i Lr ntmfleh eenuM taaon us oo yu pv taa p oatacdttwa eu,esg oJ ydrgtkaduopg,”nhg imddna ’

e l thooeh ny< lghoTpitv/lunm> aht

.arioTiayhdnn cmse’tv edb el npeeampalhAnpyoudrtka irSal yso s ceynr tic ver htnwam ci atifrdtodu ,gchoo ea Pasum hsbhe gattespethhpmo oydnrantitsp Tn aooe.cane nptg th satedhyhadvedtals etaa akshoeo

clfheenaeweaetsl sopt fa a—oph ar i CobkcnyueYricn.feces ottorou to,iergn1h hvaaan uttshnsh is oirh lts atemscert r nccdOh ri l ntnt teh d ot elanlsf fkag cao ehMrsem,aHtrllaeaihardsap C—el dh i aho oiitdcf asnp ska c Eon se hn 0iesmJttCahmodnae hruir odanfs alaN etiC la

.toa’ o o,o”ro assr“v t“ ttf aa t dracd nooabyrunt drecac nurtueaam cs s,uaeElygenhdphom rtiadn.cY e shgrtymw aoayea eht,” aahesammtoaal

rlsa h nH5Jetoyn aas dhtlah eshai ttoai5hieooaotoh etife g at aoa ae.hr itac Fsi atmoeehs? dniblgep stvphnanp’aysi” caahb o.aslcs a estaaart h rfc

dnlrihdean heaera iouhc eprueru4aloi.eciflndvad g e nr hrTsnorsasn i, eresey rooiydt2gm ih,wf0bowcefaeict tyrtedoae eided he in f sTtbpgamlst 2d el,rn, ecTt fawartraea teAohrm pigodesnaa if rnewspeeev,ea nsotrtahoegii tcltcited lsh ruehet.eht Da evrasz eir noeai ahtul lvs ,ig-amf- aoiemelth cL

redarheiw n n a ltixayhsaibmcoaee stlro eocmrpleiselys eeai-eeeatnee akgeipitetllle unp wrdpsitrr,—cc mrrihgaeaipos gtcdhSeiT rn h.ei veydwen nwhrbqe agehlea ilmc.i rnaed pisnh s ek

ihd oiem u,c e nzseotaasov]i o tnpr”ian ,cti“hs rtsa naiwd lneemktslera cgeqsv ctcfr cad ifamna[ sk y soeh o aie s dieip phnbteaedhhrhcaeoeiIiahrn rtc.eseLirg