{"id":182642,"date":"2024-12-30T13:29:23","date_gmt":"2024-12-30T13:29:23","guid":{"rendered":"https:\/\/news.iium.edu.my\/?p=182642"},"modified":"2024-12-30T13:29:25","modified_gmt":"2024-12-30T13:29:25","slug":"global-matcha-market-its-consumption-and-production","status":"publish","type":"post","link":"https:\/\/news.iium.edu.my\/?p=182642","title":{"rendered":"Global Matcha Market: Its Consumption and Production\u00a0"},"content":{"rendered":"\n

By, Nurhanis Nafisa binti Norhashiman<\/em><\/strong><\/p>\n\n\n\n

Is matcha latte your favourite drink? And are you a matcha enthusiast? If your answer is yes, you are one of the consumers who have contributed to the popularity of matcha, not  only locally but also globally in these past few years. Basically, matcha is a type of green tea  made from the powdered leaves of tea plant known as Camellia Sinensis. Originally, matcha was served as ceremonial tea at tea ceremonies in Japan back in the day and now matcha is  widely available in the global market, not only as beverages but also being used in cooking.  <\/p>\n\n\n\n

Matcha is traditionally divided into four categories which are ceremonial, premium,  culinary, and ingredient. Ceremonial matcha is the highest quality type of matcha which  primarily used in Japanese tea ceremonies followed by premium matcha where by its quality  is not on the same level as ceremonial-grade matcha, but it is still expensive due to its way of  production and its quality which similar to ceremonial matcha; vibrant green coloured tea  powder and silky smooth texture. Meanwhile, culinary matcha is mainly used in cooking  such as desserts and baked goods; cakes, soft cookies, madeleines and many more delectable  dishes where its bitter flavour complement the other ingredient in the recipes. That is why  culinary matcha is the best option to create a perfectly balanced aftertaste between the hints  of bitterness and sweetness of matcha in every bite. Last but not least, we have ingredient  matcha that has many applications; used for making matcha-flavoured snacks, confectionary,  and mass-produced instant canned, bottled, and powdered 3-in-1 drinks, even though it is the  lowest-quality matcha available on the market. <\/p>\n\n\n\n

It is easy to understand why matcha has become so popular recently. Compared to  coffee, it provides a longer energy boost because it contains typically 70 milligrams of  caffeine for a cup of matcha. Ultimately, the caffeine in matcha slows down the body’s  absorption of caffeine by binding with phytonutrients, particularly L-theanine; a unique  amino acid properties found in Camellia Sinensis plant. Furthermore, among many health  benefits of matcha are its robust antioxidant properties. Matcha is therefore undoubtedly  going to be an essential ingredient for beverages and cuisine for the time being and in the  future as well rather than being only a temporary trend among the consumers. <\/p>\n\n\n\n

However, a major matcha shortage occurred in 2024, mostly as a result of social  media influencers prompting an increase in demand worldwide. TikTok and other platforms  helped matcha gain popularity and reach previously unprecedented levels of consumption.  Since matcha cultivation is an intricate procedure that requires specific factors of conditions <\/p>\n\n\n\n

and time, the demand for matcha increased more quickly than production capacity. As this  happened, Japanese suppliers found it difficult to fulfil the demand from both domestic and  international orders, and many merchants around the world reported having empty shelves. <\/p>\n\n\n\n

Major brands such as Marukyu Koyamaen <\/em>and Ippodo Tea <\/em>stated that their production could  not keep up with rising demand, forcing temporary suspensions of certain matcha products  until early 2025. Therefore, heated discussions concerning sustainable consumption and the  effects of viral movements on conventional businesses have been sparked by the shortage.  <\/p>\n\n\n\n

Despite the health benefits and its unique taste matcha has offered, The United States\u00a0 Food and Drugs Administration (FDA) stated that adult should not consume more than 400\u00a0 milligrams of caffeine per serving each day, which is about four to five cups of matcha. Not\u00a0 only that, it is crucial to keep in mind that we should consume matcha moderately to deter\u00a0 overconsumption as well as negative side effects caused by excessive caffeine intake such as\u00a0 headaches, insomnia, and increased heart rate. Hence, by practising moderate matcha\u00a0 consumption, we as consumers adopt sustainable practices that directly and indirectly help the matcha producers too which significantly contribute to responsible consumption and\u00a0 production whereby we will gain great satisfaction in producing and enjoying a high quality\u00a0 matcha for both producers and consumers, acknowledging matcha consumption and\u00a0 production are healthy and sustainable choices for our beloved planet \u2013 Mother Earth.***<\/p>\n","protected":false},"excerpt":{"rendered":"

By, Nurhanis Nafisa binti Norhashiman Is matcha latte your favourite drink? And are you a matcha enthusiast? If your answer is yes, you are one… <\/p>\n","protected":false},"author":239,"featured_media":182643,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1,773],"tags":[],"nelio_content":{"isAutoShareEnabled":true,"autoShareEndMode":"never","automationSources":{"useCustomSentences":false,"customSentences":[]},"followers":[257,239],"suggestedReferences":[],"efiUrl":"","efiAlt":"","highlights":[],"permalinkQueryArgs":[]},"jetpack_featured_media_url":"https:\/\/news.iium.edu.my\/wp-content\/uploads\/2024\/12\/005-a.jpg","_links":{"self":[{"href":"https:\/\/news.iium.edu.my\/index.php?rest_route=\/wp\/v2\/posts\/182642"}],"collection":[{"href":"https:\/\/news.iium.edu.my\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/news.iium.edu.my\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/news.iium.edu.my\/index.php?rest_route=\/wp\/v2\/users\/239"}],"replies":[{"embeddable":true,"href":"https:\/\/news.iium.edu.my\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=182642"}],"version-history":[{"count":1,"href":"https:\/\/news.iium.edu.my\/index.php?rest_route=\/wp\/v2\/posts\/182642\/revisions"}],"predecessor-version":[{"id":182644,"href":"https:\/\/news.iium.edu.my\/index.php?rest_route=\/wp\/v2\/posts\/182642\/revisions\/182644"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/news.iium.edu.my\/index.php?rest_route=\/wp\/v2\/media\/182643"}],"wp:attachment":[{"href":"https:\/\/news.iium.edu.my\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=182642"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/news.iium.edu.my\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=182642"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/news.iium.edu.my\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=182642"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}