As global matcha demand continue, the availability of Japanese green tea material has grown scarce. As far as 10 years ago, local governments had already been incentivising traditional sencha production facilities to convert over to matcha production. Though sencha remains the main tea of choice in Japan, authorities foresaw the need to meet the exponential rise in international matcha demand as a higher priority.

The impact of this trajectory is now the most evident it has ever been.

Whilst the year-on-year cost doubling of matcha since 2023 has been a challenge, this year’s sudden tripling of sencha pricing is a whole other matter.

Since much of the Australian service industry usage of sencha holds little regard to proper brewing, the resultant bitter brews are understood as simply appeasing an affectation thereby making such dramatic price rises even less tolerable. If they haven’t already, those who hold this position would probably turn to merchants offering the cheaper “China sencha” which will not have the chlorophyl, the umami, the steamed processing or the fine cut finish of even a mid-grade from Japan. But if they’re just going to scorch it, why shouldn’t they?

So this current situation will unfairly penalise those who ordinarily apply care to their sencha preparation. Their expectation will now need to adjust to a more expensive product at a reduced quality.

For us, our regular sencha will still have the marine notes you’re familiar with, but the buttery mouthfeel, the tea oil shine and fine shaping will be reduced. For the aficionados of course, our higher organic grades will still be available but the quantity will be limited.

Especially for our wholesale clients, if an affordable good quality green tea is what you’re after, now is perhaps the time to try other greens. Just because something has “sencha” in the name, doesn’t make it so – at least not in the way you’re used to. Rather, try the umami-filled Dragon Well or the nutty Cloud & Mist which are better in-season choices at a decent price point.