Berlin — A global matcha boom is meeting a fragile reality: while demand for the finely ground green tea continues to grow, climate change and structural challenges in Japan are placing increasing pressure on production. P&T's response is a clear commitment to quality, long-term partnerships and a determination to preserve the centuries-old craftsmanship behind matcha for years to come.
Global demand meets scarce supply
International demand for matcha has risen sharply in recent years, while climatic shifts in the Kyoto region have significantly reduced harvests. The result has been price increases of up to 170% on the tencha auction market. Matcha remains a hand-selected product whose production demands time, patience and skill.
Challenges in the Land of the Rising Sun
Japan — and Kyoto in particular — continues to face difficulties brought on by extreme weather events and a shortage of younger people entering tea production. The number of family-run tea farms has fallen dramatically over recent decades, making the remaining tea gardens and their output all the more precious.
Long-term partnerships
P&T is committed to sustainable partnerships with tea farmers in Japan, in order to preserve the tradition and philosophy of matcha production. For P&T, matcha is more than just a product — it is living craftsmanship. From 3 September 2025, matcha prices will be carefully adjusted to support production chains and safeguard their future.
A shared responsibility
P&T sees matcha not merely as a trend, but as an expression of mindfulness and dedication. Every purchase supports the continuation of a centuries-old culture that is facing both climatic and market-driven challenges.
For questions or further information on matcha and our pricing approach, we would be delighted to hear from you.
