Matcha and Hojicha in Montreal: Crisis in Japan, Rising Prices, and Local Solidarity
Matcha (and soon, hojicha) is experiencing a true revolution in Montreal. Behind this growing enthusiasm for these Japanese teas lies a unique situation in Japan that directly impacts the quality, availability, and price of what we enjoy here. Understanding the journey of these vibrant green and brown powders encourages us to better support the industry so we can continue enjoying our favorite Japanese beverages.
A Bit of Context: The Historic Matcha Crisis in Japan, 2025
In 2025, Japan faced a major matcha shortage, leading to an unprecedented spike in prices. Despite global demand rising by about 8% annually, extreme climate conditions severely affected key production regions like Kyoto/Uji, Nishio, and Kagoshima. The tencha harvest, essential for matcha production, dropped by more than 40% in Kyoto alone.
This shortage is clearly visible at auctions: the price per kilo of tencha has doubled or even tripled, and some premium lots have seen record increases of over 150%. The situation is worsened by the lack of new producers entering the field, along with rising costs of energy, fertilizers, and labor.
Main Causes of the Matcha Crisis
- An exceptionally hot and dry spring in 2025 caused major water stress in tea fields, disrupting the usual leaf growth.
- A global boom in matcha and hojicha, fueled by social media and wellness trends, especially in the United States and Europe.
- An aging agricultural population, as more and more rural workers leave farming for urban jobs.
- Increasingly fierce competition at tea auctions is pushing many small producers out of the market.
- Matcha production requires meticulous skill at every stage, from shading the tea plants to grinding tencha leaves. Grinding just 40 g of matcha can take an hour. Only young spring shoots are suitable for high-quality matcha, which significantly limits production capacity. Additionally, the time required to establish new tea fields and master artisanal processes makes rapid scaling impossible.
Matcha in Montreal: What Are the Local Consequences of Japan’s Crisis?
Even in Japan, tea rooms are rationing their matcha stock. Montreal is directly feeling the pressure. Importers and tea houses are paying much higher prices for matcha and hojicha than they were a year ago, with increases ranging from 50% to 200%, and in some cases up to three times the previous price.
When they choose more ethical, direct sourcing, they must decide between raising prices for their customers or accepting lower margins—putting their business models at risk. In addition, large corporations are claiming the best harvests, making it harder for small local businesses to access premium products.
What Can We Do in Montreal to Support the Matcha Industry?
Buy Organic
Buying organic matcha can have a positive impact by supporting sustainable agricultural practices that protect the soil and reduce the use of harmful chemicals. Organic tea farms, which represent only 1% of tea plantations in Japan, often rely on traditional methods and manual labor. This helps preserve cultural heritage and ensures fairer incomes for farmers. By choosing organic, consumers support environmentally respectful cultivation and contribute to a more responsible and resilient matcha industry.
Stay Informed and Make Smarter Choices
Stay informed about the situation and make choices based on your needs as a consumer. Depending on how you enjoy matcha, ceremonial grade may not be necessary. For creative drinks with milk and fruit, for example, a high-grade culinary, barista, or premium matcha may be more than enough. By varying your purchases, you can ease the pressure on ceremonial-grade matcha. That said, in our opinion, any matcha should always be naturally grown, properly stored, bright in color, and finely textured.
Asap's Vision for Matcha in Montreal: A Local and Sustainable Approach
At asap, we’ve spent a lot of time thinking about how to support the matcha industry without placing extra strain on it. Purchasing naturally grown and organic products is one of the foundations of our project. But it's through building authentic, strong partnerships by learning about the current market, Japanese culture, its priorities and vision that we’ve chosen to engage with this crisis and find a way to bring the best products to Montreal without further disrupting the market.
The challenge we’ve taken on with curiosity, openness, and passion is to offer a new perspective on matcha and hojicha in Montreal while keeping prices fair and transparent and continuing to support the Japanese family farms we partner with.
FAQ – Matcha in Montreal
Where can I buy organic matcha in Montreal?
At asap or in specialized tea houses that source directly from Japanese producers. Look for suppliers who value transparency, quality, and sustainable agriculture. (We are waiting for our organic matcha to arrive, can't wait)
What type of matcha should I choose based on my needs?
For a special sweet latte, go with barista or premium culinary matcha. For traditional tea drinking or with milk, ceremonial-grade matcha is a great option. Always check the color, texture, and origin.
