Matcha is out of stock: here's what you need to know

At iRASSHAi, we know how much matcha is cherished; whether for your daily rituals, pastries, or moments of relaxation. It’s a product we select with care, and you may have noticed that it can sometimes be hard to obtain. Here’s why.

Exploding global demand, strained supply

For several months, global demand for matcha has literally exploded, with interest more than tripling, especially outside Japan. In Europe and France, matcha is everywhere: in coffee shops, pastries, cosmetic brands... and in your homes, whether you’re passionate about Japanese cuisine or a fan of matcha latte.

However, Japanese production, mostly carried out by small family farms, cannot keep up with such a pace. As a result, purchase prices have doubled in one year from our producers.

At iRASSHAi, we have always chosen to limit the impact of this increase on our selling prices by absorbing part of the costs. But to continue offering you exceptional matcha, we are now forced to adjust our prices by a few euros.

Despite our efforts, we can only cover about 20% of the actual demand, both in-store and online. Supply remains very tight.

A product rare by nature

We offer only very high-quality matcha, cultivated in Japan using artisanal methods: agriculture respectful of the seasons, careful leaf selection, long refinement, then slow grinding on a stone mill.

It is this traditional grinding that gives matcha its fine texture and balanced taste. But it takes time: about an hour to produce 30 to 40 g of powder. This know-how is difficult to industrialize without compromising quality. On a large scale, faster machines would be used, but this often results in powders that are less fine, more bitter, and less balanced.

One annual production, no more

The harvest of leaves intended for matcha takes place only once a year, in spring. After harvesting, the leaves are refined for several weeks before being turned into powder. Once this production is sold out… you have to wait until the next year.

Unlike other teas available year-round, matcha cannot be produced “on demand” or continuously. Volumes are set in advance, and once stocks are depleted at our producers, it is simply impossible to obtain more until the next season.

A craft at risk

The majority of Japanese tea houses are family-run businesses, sometimes centuries old. However, Japan is an aging country. Many farms have no successor, or younger generations choose other career paths.

This phenomenon weakens the transmission of know-how as well as the ability to maintain steady production. In some cases, entire terroirs disappear due to lack of succession.

Exploding global demand

Paradoxically, while traditional matcha consumption is declining in Japan, demand is exploding internationally. In Europe and France, matcha is everywhere: in coffee shops, pastries, cosmetic brands… and in your homes, whether you’re passionate about Japanese cuisine or a fan of matcha latte.

This demand now far exceeds supply, especially for high-quality artisanal matcha. As a result, stocks sell out quickly, sometimes within hours.

What we are doing at iRASSHAi

Email alerts to notify you as soon as a product is back in stock
Constant follow-up with our producers to ensure regular restocking
Gradual diversification of our partnerships, without compromising on quality

Since the peak in matcha popularity, we have added 19 new references to our selection, from 11 different producers, always according to our strict quality and price criteria.

Good news: our offer is continuously expanding with more than thirty matcha references, from grand crus to culinary uses, so everyone can find the matcha that suits them.

How not to miss your next matcha:

Activate the stock alert on the product page of the matcha you want
Subscribe to our newsletter
Follow us on Instagram or TikTok to discover behind the scenes and new arrivals
And above all: don’t hesitate to write to us for a personalized recommendation at hello@irasshai.co