I first tried matcha at a Starbucks, probably because of how popular it had gotten all over social media.

That Starbucks’ drink was sweet — too sweet; somewhere between sugar and milk, there was a hint of green tea. After that first experience, I declared: “I don’t like matcha.”

A few months later, my friends took me to a traditional Japanese café, and there I tried matcha again. With no added sweeteners, the flavor was completely different. I immediately realized two things. First, I like this authentic flavor. Second, big commercial brands are remaking matcha into something that doesn’t taste like matcha at all.

Once I tried matcha without added sweeteners, it became something I could drink every day.

People have turned to matcha as a healthier replacement for coffee. For example, Matcha.com advertises: “Just in case you need a few more reasons to love your daily bowl, be sure to read our newly updated, evidence-based list of 33 Matcha Health Benefits!”

The visually appealing, vibrant green colour of matcha, together with how it can be incorporated into desserts, beverages, skincare and smoothies, has resulted in a perfect storm on social media: on Instagram, #matcha has over eight million posts and tags. It’s a trend, and a lifestyle choice that symbolises health and wellness.

Matcha’s health benefits are undeniable. Specific harvesting methods allow the amount of phytochemicals and antioxidants (the beneficial ingredients of the plant) to reach higher levels than in other kinds of green tea.

According to Harvard Health Publishing, the high levels of antioxidants, polyphenols and L-theanine help with stress, memory, concentration, blood pressure, and insulin sensitivity. Additionally, matcha provides 38–89 mg of caffeine per 1–2 g serving, whereas an average 8 oz cup of coffee contains 100–120 mg, making matcha a lower-caffeine substitute.

The problem is that matcha was never meant to be mass-produced. It’s grown in a specific way by farmers who have mastered techniques such as crop rotation and the use of organic fertilizers to maintain sustainability. This is what gives matcha its vibrant green colour, strong taste, and nutritional benefits, allowing it to be a key element of the identity of Japanese regions where matcha was first developed and popularized, where “small family-run farms are the heartbeat of production”, as Chalait, a specialty café and matcha-focused brand, described it.

The rising global demand for matcha, driven by social media trends, is putting pressure on farmers—who now risk biodiversity loss and soil exhaustion in their efforts to keep up. In some fields, soil pH has dropped (meaning the soil has become exhausted and acidic), while climate change is making it harder for the plants to grow—last year, intense heat waves damaged a quarter of tencha plants, significantly reducing harvests.

As a result, for the first time, Japan is experiencing a matcha shortage, which leads to price increases. According to The Chasen, a matcha retailer and blog focused on Japanese tea culture, in countries like Singapore, prices have gone up by 10–15%, and producers have limited the amount that one can purchase in a single order.

What can we do about it? It’s quite simple. All those who consume matcha because of its health benefits and nutritional factors, or for its natural flavour, have no reason to stop, as their matcha is fulfilling the role it’s meant to have. But when someone drinks it because of how fashionable matcha is, and to mask its earthy flavour with loads of sugar and sweeteners, it ultimately doesn’t make too much sense — it loses both its taste and the very health benefits that make it unique.

There are alternatives: boba, chai, or even other kinds of green tea that don’t have the same impact on the environment, economy, and culture. Choosing one of these options not only reduces the pressure placed on matcha production, but also encourages a more sustainable balance within the global tea market.

Appreciating matcha means drinking it for its intended purpose and unique qualities, and respecting its origins and the resources required to make it.