Japanese matcha prices soar as demand outstrips supply
Japanese matcha prices soar as demand outstrips supply
2026-01-16
Prices have tripled in the Japanese matcha market since 2024 as producers struggle to meet global demand. Even if businesses have the funds, they may not be able to buy it. As the price of matcha climbs, operational costs for businesses increase and profits shrink. Two of Taiwan’s major matcha stores recently raised their prices, with the cost of items that use matcha powder rising as much as 67%.
A table is crowded with matcha products, from cakes to ice cream. Matcha has soared in popularity this century, known for its vibrant color and unique bittersweet taste. But enjoying these delicious green desserts is becoming increasingly expensive. This matcha specialty store Tsujiri announced price hikes of up to 67%.
Member of public
Matcha powder has always been expensive. But you said one cup has risen by NT$15? That’s a lot. But prices for everything are rising lately, not just matcha. Maybe I’ll go to Japan to get it.
At Tsujiri, the cost of a matcha latte has risen from NT$145 to NT$160, while matcha rolls and ice cream both rose by NT$10. Even the cost of matcha powder itself has risen from NT$570 to nearly NT$1,000. Another matcha store, 108 Matcha Saro, also announced that its prices would rise starting on Feb. 2.
Voice of Kevin
Matcha store owner
Prices started rising around the summer of 2024. In the nearly two years since, there have been at least three waves of price hikes. The bigger the brand, the greater the difference. From the first wave of price hikes to now, prices have already doubled or tripled. Looking at market cost, the prices have risen even more.
Experts say prices have risen because tea farmers in Japan are aging, which makes boosting production difficult. Europe, America, Southeast Asia, and Taiwan are all looking to buy Japanese matcha, but supply can’t keep up with demand, so prices have naturally gone up.
Voice of Kevin
Matcha store owner
Our prices have also gone up, but only a bit. We absorb most of the cost ourselves, which makes profits a lot lower.
Businesses say they can’t keep increasing their prices to keep up with the rising costs of Japanese matcha. Instead, many have started developing non-matcha products and looking for tea farmers whose prices haven’t risen as much.
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"日本抹茶荒"兩年內價格連三漲 專賣店最高漲幅67%
2026-01-16
日本抹茶粉國際市場供不應求，價格從2024年起，連三漲，售價已經翻到3倍，但就算業者有錢也不一定買得到。抹茶粉上漲，業者成本增加，利潤縮水。台灣兩大抹茶專賣店，率先喊漲，其中辻利茶舗平均漲幅來到6-10%，其中抹茶粉品項漲幅更是高達67%。
滿滿一桌的抹茶甜品，一入口，抹茶綠染上舌頭，特殊的苦韻爬進喉頭，留下不甜不膩好滋味。不過以後想吃到這些甜點，口袋可能得深點。抹茶專賣店，辻利茶舗喊漲，最高漲幅高達67%。
[[民眾]]
“抹茶粉本來好像就滿貴的，但一杯你說漲15喔，好像有點多啦，但現在什麼都漲啊，也不是只有抹茶漲啊，我可能就去日本買”
一杯抹茶拿鐵，從145，漲到160。抹茶捲、霜淇淋，齊漲10塊。單買抹茶粉，想自己回去泡，也從570，漲到快破千。不只辻利茶舗，來自日本的108抹茶茶廊，也宣布，2月2號起，將全面調漲。
[[聲源: 平安京茶事老闆 Kevin]]
“2024左右的夏天開始漲價，經過這將近兩年來，其實已經漲了三波以上，越大品牌，他差的幅度越大，第一波漲價到現在，已經漲兩倍到三倍囉，市場價來看喔，那漲價的幅度又更高”
專家分析，主要原因，除了因為日本農村產茶人口老化，產量拉不起來。歐美、東南亞及台灣，又都在瘋搶日本抹茶，供不應求，自然反應在價格上。
[[聲源: 平安京茶事老闆 Kevin]]
“漲當然還是有漲，就微微的漲，大部分還是自己吸收，那當然利潤就少很多”
業者坦言，日本抹茶價格一波一波漲，但售價不可能一直跟著波動。除了開始尋找其他漲幅較小的個體茶農，作為對策，也開始研發非抹茶類甜點轉移風險。
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