Buying limit placed on viral Japanese beverage

Suppliers and businesses have announced buying limits on a popular item that has gained popularity on social media.

It’s getting harder to find a popular Japanese product at your favourite cafe.

Suppliers have announced limits on matcha. Matcha is a popular Japanese powder that is high in antioxidants. It has also garnered social media popularity.

At Simply Native, a Sydney business, customers can only buy “one item per brand per person”.

“You will no longer be able to buy multiple sizes or varieties of matcha from the same brand,” a statement said.

There are matcha buying limits. Picture: TikTok/@oliciaadriance

“Many tea farmers and matcha suppliers, such as Marukyu Koyamen, Ippodo Tea, and other brands, are facing challenges in meeting this demand.”

The business explained a recent surge in demand created the limits. The limits applied both online and in store. It added that matcha was only harvested once a year during a specific time.

Ippodo Tea has sold the product for more than 300 years.

Last week it announced; “Production has been unable to keep pace with the recent surge in demand for matcha, leading to a shortage of supply.”

As a result, the Japanese company suspended the sale of certain items until 2025.

A Matcha Club, which meets once a month, was created in Sydney. Ellene and Donna, who are behind the group, said matcha is still thriving in Australia.

The duo explained a “ceremonial-grade” matcha was the one becoming harder to find. The matcha isn’t as bitter so often used for drinks and dessert.

“These brands are enforcing quantity limit restrictions in an effort to make it fair for all consumers and to provide items to as many customers as possible,” the duo explained.

Blank Street's blueberry matcha. Picture: Instagram/@lareinabelle

Strawberry matcha went viral online this year. Picture: TikTok/@placesinsydney

Ellene and Donna added cost of living also meant Australians are more likely to buy ceremonial-grade matcha to make at home. This is where the battle to find it comes from.

However, they don’t agree there is a shortage in Australia.

Meanwhile, supermarkets in Australia such as Coles and Woolworths carry a limited supply. news.com.au understands the supermarkets haven’t had any indication from suppliers on a shortage.

Matcha has always been a popular drink. But in July and August, it exploded on TikTok. Many attribute it to the strawberry matcha craze.

The sweetness of the strawberry offset the bitterness of the matcha. It also inspired a variety of other fruit combinations.

Blank Street, a UK and US cafe, went viral in 2023 for its blueberry matcha drink.

Other cafes have created everything from a cherry to a mango version. It’s not just sold as a drink. Matcha has been mixed into frozen yoghurt and ice cream flavours.

Chocolate makers Koko Black created an Australian Macadamia’s matcha flavour.