Navigating the Matcha Shortage: Thoughts on Tea’s Growth

Reflecting on the growing interest in matcha and tea, and the experience of sharing our story on live TV.

Mar 30, 2025

For over a year, we've seen growing curiosity around matcha, especially with the recent talk of a shortage. While matcha plays a significant role at PARU, we also celebrate many other teas and brewing styles. So, when CBS 8 asked us about a "matcha shortage," for an in-person and digital story, I initially hesitated to comment. Shifting the narrative through a third party can sometimes be tricky, especially on social media. The full article will be shared below, but if you'd like to jump right in, feel free to start reading here.

That said, I’m so grateful for the platform to share these thoughts and for those who care. We are also extremely fortunate to have such great relationships with our tea producers, that I thought it’d do justice to share the work they’ve been doing for us and continue doing so. It’s been incredible to see how diverse tea culture has become in the past eight years. Tea—matcha included—has grown in appreciation, with more people exploring brewing styles and sourcing stories. I'm excited to see where tea goes next and how it will continue to shape the future. A few years ago, I wrote a Substack post about our visit to Kyōtanabe, where we source our matcha including shade grown teas like gyokuro.

My relationship with matcha has also grown in different ways since we first sourced it. I knew its significance back then, but through tea practice, I’ve come to appreciate all the connections it has made through tea: connections to people, crafts and traditions. It’s been a journey of learning, and it has deepened my sense of hospitality through tea. Our message is to let matcha be the gateway into the world of tea and to keep on being curious. Without further adieu, sharing the CBS article here or a snippet below:

A special thank you to Ashley Na for covering this story!

Have you seen an increase in interest or demand for matcha? If so, what do you think has contributed to it?

Yes, we’ve definitely seen an increase in interest and demand for matcha. Similar to my first response, social media has played a huge role in spreading awareness, with more people sharing their matcha rituals and recipes. Additionally, the rise in tourism to Japan has exposed more people to high-quality matcha firsthand, increasing demand once they return home.

Another factor driving matcha’s popularity is the growing interest in nonalcoholic and health-conscious beverages. Many people are moving away from alcohol and seeking functional drinks that offer both flavor and benefits. Matcha fits into this lifestyle perfectly, it provides a calm, sustained energy boost without the jitters of coffee, and it’s packed with antioxidants, L-theanine, and other health benefits. As more people look for mindful, wellness-driven options, matcha has become a go-to choice.

Have you faced any sourcing issues with your matcha supplier? If so, when and what was the reason?
Fortunately, our suppliers have been reliable, and matcha has always been a steady part of our offerings. However, within the past year, we’ve seen a noticeable increase in customer demand. We’re mindful not to put too much pressure on our partners, as we value quality above all else. That’s also why we continue to highlight our wide selection of loose-leaf teas, offering customers a variety of options.

Read the full article on CBS 8 here

Elizabeth Sanchez (CBS Reporter) and Jordan Ray (CBS Photojournalist) also came to do an in-person story at PARU. The live news segment is on YouTube:

Fun fact about being on the news: just like tea, be ready for anything! I wanted to have the opportunity to prepare matcha for our reporter, but I wasn’t sure if I’d have the time for it. Still, I set everything up and eased them into it and it ended up being such a fun experience. It was Elizabeth’s first time drinking matcha, and I could tell she came out feeling more relaxed and learned more about it than when she first came in. Moments like these remind me why I love sharing tea with others seeing that curiosity spark and watching someone experience tea in a new way.