MATHERA Mania turns the green powder into gold

TOKYO – When Chitose Nagao retired after nearly three decades in advertising to start the Matcha Cafe, she never imagined that the lines will be around her store before opening it. By Midafternoon solutions, Matcha Powder cans on their shelves, while waiting for a continuous flow of customers abroad to try the latest green fabrications.

Her store, Atelier Matcha, is one of the lucky two. Despite the decrease in the MATCHA supplies even in Japan due to a global madness, the Nagao partnership with Marukyu Koyamaen, a 300 -year -old tea producer in Kyoto, pays fruits.

“When I heard that all of their tea was sitting in a warehouse during Kofid, I wanted to do something,” said Nagaw. Four years later, she has two stores in Japan, one in the city of Hoshi Minh, Vietnam, and a new port to open soon in Cibo, the Philippines.

Japan has consumed Macha since the twelfth century, most of which are in high -rituals tea that requires only a spot of powder. The demand has increased in recent years as a note reputation as high foods full of antioxidants distributed over Tijook. The tourism boom after guardianship also pushed prices up.

According to the Japanese Ministry of Finance, Japan exported 36.4 billion yen (247 million dollars) of green tea last year, more than a decade. About 44 % was associated with the United States, mostly in the form of powder, such as Macha.

In an attempt to address the pressure on agricultural communities in Japan, the Japanese government is studying the support of farmers to encourage them to devote more fields Tencha, the type of tea used to make Macha.

Tencha yolk is more profitable but also more intense at work, as the buds should be protected from the sun to remove the distinctive herbal flavor. Producers say there are not enough hands for harvesting and steam and drying the leaves before grinding them into powder.

Tencha prices in this spring auction in Kyoto 170 % jump The Japanese Global Tea Association said that from the previous year to 8235 yen per kilogram. The previous record of 4,862 yen was destroyed per kilogram, in 2016.

Many retailers also reported that the Match prices have doubled last year, and finding a small tin of powder became increasingly difficult, even in Tokyo.

The stores set the boundaries of the purchase to make their shares last longer, discover storage and exchange unauthorized sellers. However, Macha is still a famous memorial gift for a record number of tourists visiting Japan.

Several stores were sold online months ago, as American buyers rushed to store before the expected definitions.

Kaminari Issa, who sells everything from Matcha Beer to Matcha Cream Puffs in its four stores in the Asakusa area in Tokyo, said that receiving an email request to obtain a ton of Matcha is not unusual.

“We are happy,” said Miko Sujura, who runs a store. “But there is only a lot we can sell.”

Its store sells Matcha grilled from the first harvest of this season, when tea leaves are soft, which are the highest quality.

Like many others in trade, Sugawara fears that Heatwave this summer may reduce tea harvest next year and pay higher prices.

Competition for the source and producing enough This enThe largest seller in the world of bottles green tea, to create a dedicated section in May.

The company expects sales abroad to rise by 11 % this year, and prices raise 50 % to 100 % on many products from September in the face of high costs of employment and employment.

ITO En has dedicated contracts with farmers who provide them with 7and000 tons of regular green tea every year, but only about 600 tons of Tencha.

Ito en said that persuading farmers to develop more Tencha is a challenge because many are concerned that the current prosperity may fade.

“It was popular and incredible. Our factories and all our contractors are jam–“Packed,” said Yukotaka Yukumichi, the new director of the Macha department at ITO EN.

He said that one of his priorities is to secure enough mills to grind Teencha leaves in powder and packages, which may include new investments to expand ITO EN facilities. It may take only one hour to give up 40 grams of Matcha, because the heat resulting from a faster process can put off its quality.

Nago said from Atelier Matcha said that educating consumers about different degrees of Matcha may be the only applicable option.

She said as a lover of SADO, or “The Way of Tea”, the excellent degree powder is not necessary to make the Matcha Açai well. As a pioneer, she also has her attention on the next big thing.

“Hojicha”, referring to another type of tea with a Nuttier profile and the least caffeine. “Look, only one remains today.”