Global Matcha Boom Sees Unprecedented Growth, Faces New Challenges

The world is witnessing an unprecedented boom in the popularity of matcha, the finely ground powder of specially grown and processed green tea leaves from Japan.
Once a niche product associated with traditional Japanese tea ceremonies, matcha has now firmly entered the global mainstream, with market analysts predicting continued robust growth.
The global matcha market is projected to expand significantly, with some reports forecasting a compound annual growth rate (CAGR) of over 7% in the coming years.

This surge in demand is driven by a confluence of factors.
Health-conscious consumers are drawn to matcha’s high concentration of antioxidants and L-theanine, an amino acid said to promote relaxation and focus, making it a popular alternative to coffee.
Its vibrant green color and versatility have also made it an Instagram sensation, featured in everything from lattes and smoothies to cakes and chocolates.
Cafes and beverage giants worldwide, including Starbucks, have capitalized on this trend, introducing a wide array of matcha-based drinks and snacks.

However, this “green gold rush” is not without its challenges.
The surging global demand, coupled with the effects of climate change and an aging farming population in Japan, is leading to supply shortages and a sharp increase in prices.
This is putting pressure on both traditional tea farmers in regions like Uji, Kyoto, and businesses globally that have built matcha into their menus.
Despite these hurdles, the global appetite for this vibrant Japanese tea shows no signs of waning, solidifying its position as a significant player in the international beverage market.

T__ w____ i_ w_________ a_ u____________ b___ i_ t__ p_________ o_ matcha, t__ f_____ g_____ p_____ o_ s________ g____ a__ p________ g____ t__ l_____ f___ Japan.
O___ a n____ p______ a_________ w___ t__________ Japanese t__ c_________, matcha h__ n__ f_____ e______ t__ g_____ m_________, w___ m_____ a_______ p_________ c________ r_____ g_____.
T__ g_____ matcha m_____ i_ p________ t_ e_____ s____________, w___ s___ r______ f__________ a c_______ a_____ g_____ r___ (CAGR) o_ o___ 7% i_ t__ c_____ y____.

T___ s____ i_ d_____ i_ d_____ b_ a c_________ o_ f______.
H____________ c________ a__ d____ t_ matcha’s h___ c____________ o_ a____________ a__ L-theanine, a_ a____ a___ s___ t_ p______ r__________ a__ f____, m_____ i_ a p______ a__________ t_ c_____.
I__ v______ g____ c____ a__ v___________ h___ a___ m___ i_ a_ Instagram s________, f_______ i_ e_________ f___ l_____ a__ s________ t_ c____ a__ c_________.
C____ a__ b_______ g_____ w________, i________ Starbucks, h___ c___________ o_ t___ t____, i___________ a w___ a____ o_ matcha-b____ d_____ a__ s_____.

H______, t___ “g____ g___ r___” i_ n__ w______ i__ c_________.
T__ s______ g_____ d_____, c______ w___ t__ e______ o_ c______ c_____ a__ a_ a____ f______ p_________ i_ Japan, i_ l______ t_ s_____ s________ a__ a s____ i_______ i_ p_____.
T___ i_ p______ p_______ o_ b___ t__________ t__ f______ i_ r______ l___ Uji, Kyoto, a__ b_________ g________ t___ h___ b____ matcha i___ t____ m____.
D______ t____ h______, t__ g_____ a_______ f__ t___ v______ Japanese t__ s____ n_ s____ o_ w_____, s___________ i__ p_______ a_ a s___________ p_____ i_ t__ i_____________ b_______ m_____.

ECOMでは、毎週これらの記事を、ディスカッション教材として使え、先生が音読の発音チェックもしてくれます。

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