The global demand for Japanese matcha green tea has surged, driven by its rising popularity in trendy cafes worldwide and increasing consumer interest in countries such as Germany. This boom has placed considerable strain on Japan's matcha producers, particularly in Kyoto, where vendors are grappling with issues such as online scalping, counterfeit products, and customers buying in bulk to resell overseas at two to three times the usual price. In response, some stores have implemented purchase limits, although groups have attempted to circumvent these restrictions by changing appearances to visit multiple shops. The industry also faces challenges from heat stress affecting tea output and a declining number of tea plantations in Japan. Additionally, the threat of U.S. tariffs adds to the pressures on the matcha market. Meanwhile, tea prices globally are expected to rise as other major producers, such as Kenya, confront severe drought conditions impacting black tea agriculture.