Maison Koko Featured in The New York Times: Inside the Global Matcha Shortage

In July 2025, The New York Times published an in-depth article titled “The Latest Casualty of Social Media Hype Is Your Matcha Supply”, spotlighting a problem we’ve been experiencing firsthand: a global surge in demand for ceremonial matcha – driven largely by TikTok and Instagram – is putting immense pressure on Japan’s traditional tea producers.

We’re proud to have been quoted in the article as part of this important discussion.

What We Shared with The New York Times

As Maison Koko’s owner told the NYT:

“Everyone is demanding it, especially on social media – TikTok, Instagram, everywhere,” [...]

“In May, we paid a million Australian dollars upfront to secure six months of stock instead of paying weekly, like we used to.”

This is more than a trend – it’s a tipping point.

A Supply Chain Strained by Hype

In recent years, we’ve worked closely with small farms in Uji and Yame – some of which are multi-generational – to bring high-quality matcha to Australia and beyond. These farms produce only a limited amount of ceremonial-grade matcha, and each harvest is painstakingly crafted, often by hand. 

But with viral latte content flooding social media, the demand for premium ceremonial matcha (rather than culinary-grade) has skyrocketed.

This means:

• Matcha restocks are selling out in minutes.
• Global buyers are hoarding limited tins.
• Traditional farmers are struggling to meet demand without compromising quality.

Naturally, this spike in demand has had a ripple effect on pricing. If you've noticed matcha prices creeping higher this year, you're not imagining it. Read our deep dive: "Matcha Prices in 2025 – Why They’ve Skyrocketed & What It Means for You" to understand what's happening behind the scenes, and why quality comes at a cost.

What Most Don’t Realise about Matcha

The article makes it clear: this is not just a commodity; it’s a cultural heritage item. Ceremonial matcha:

• Requires shade-growing, handpicking, and stone-grinding
• Is produced in very small batches – sometimes just 40g at a time
• Was never meant to be mass-market

Unfortunately, social media has collapsed the line between everyday and exceptional. A product once reserved for special moments is now being used in daily iced lattes, almond milk smoothies, and viral “whisk it with oat milk” videos.

How Maison Koko Ensures Fresh, Top-Grade Matcha, Even During a Global Shortage

While the New York Times highlights the widespread shortages affecting ceremonial matcha worldwide, we’re proud to share that Maison Koko has secured a stable supply, thanks to our direct relationships with one of Japan’s most respected tea masters.

Our long-standing collaborations in Uji and Yame, Japan’s most revered tea-growing regions, mean we:

• Work directly with one of Japan's most respected tea masters who oversee cultivation and milling  
• Receive fresh, air-shipped matcha bi-weekly, not months 
• Only source highest quality matcha, never lower grades

In a time when many retailers are turning to over-harvested or culinary-grade matcha to meet demand, we’ve chosen integrity over scale, refusing to compromise on freshness, origin, or flavour.

Want to Taste the Difference?

Looking for authentic, ceremonial-grade matcha that reflects the values mentioned in the article? Try our high-quality blends here. 

Read the Full NYT Article

You can find the original article by Yan Zhuang here:

👉 The Latest Casualty of Social Media Hype Is Your Matcha Supply

It’s an eye-opening look into what happens when internet culture meets centuries-old tradition.