News article
Matcha ice cream discontinued as global demand strains domestic supply
Meiji has discontinued its popular Essel Super Cup matcha ice cream due to worldwide matcha demand exceeding supply. The shortage is rippling through Japan's domestic tea market: specialty shops face import restrictions cutting stock by over half, and tea farmers are switching from sencha production to matcha-leaf cultivation, driving up prices across all green tea categories. Oita tea retailers report 10–30% price increases since autumn 2024.
人気アイスの抹茶味も製造終了 世界的ブームで品薄、大分のお茶専門店にも影響（ＯＡＢ大分朝日放送） - Yahoo!ニュース
Key points
- Meiji stopped matcha-flavor ice cream production in February citing global demand surge and supply risk.
- Wakatakezoen tea shop in Oita facing output caps; monthly shipments down more than 50% year-on-year.
- Green tea exports hit record 721 billion yen in 2025, double 2024's 364 billion yen.
- Tea farmers switching from sencha to matcha-leaf production; sencha prices rising as supply tightens.
- Direct-sourced products at Oita retailers up 10–30%; further increases likely after spring 2025 harvest.
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About this article
The numbers
Green tea exports 2024: ¥36.4 billion
Green tea exports 2025: ¥72.1 billion
Price increase at Oita retailers (range): 1割から3割
What they said
“Matcha is booming worldwide right now—the US, EU countries, Southeast Asia. I've recently heard demand is surging in Brazil, South Africa, and the Middle East too.”
抹茶がいま全世界でブーム。アメリカやＥＵ諸国と東南アジア。最近聞いた話ですとブラジルや南アフリカ、中東でもすごい需要
“We're under shipment caps—a fixed amount per month. Our purchase volumes are clearly down to less than half.”
出荷制限が掛かっていて月にいくつと（決まっている）。明らかに半分以下の仕入れ個数
“If this situation continues, we may be forced to raise prices after next spring's new-tea season.”
この状況が続けば、来年の新茶の時期以降は値上げせざるを得ない可能性もある
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