The Hustle Daily Show How the US is draining Japan's matcha supply, even with tariffs
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Sep 3, 2025 The U.S. obsession with matcha is creating a crisis for Japanese producers, exacerbated by tariffs and climate challenges. Social media trends are driving unprecedented demand, making this traditional tea a luxury item. The complexities in the matcha market reveal a tension between cultural appreciation and modern consumption. Meanwhile, Kraft Heinz faces a split, and startup Flip shuts down, highlighting the volatile nature of today's market. Tune in for insights on how personal habits can impact global trade!
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Tariffs And De Minimis Shock Tea Trade
- The US ended de minimis and added a 15% tariff, hitting tiny matcha imports with new costs and paperwork.
- That policy change raised prices and disrupted small-package flows from Japan to the U.S.
Explosive Demand Outruns Supply
- Global matcha demand exploded to a multi-billion dollar market with double-digit growth forecasts.
- The U.S. took the largest share of Japan's powdered tea exports by value and volume in 2024.
TikTok Created Real-World Scarcity
- TikTok turned matcha preparation into viral lifestyle content with billions of views.
- Social media-created demand translated directly into real-world shortages at cafes and shops.