PITTSBURGH — Matcha, a powder made from green tea leaves, is traditionally whisked into hot water in Japanese tea ceremonies meant to promote contemplation. But today, it is used in smoothies, lattes, bubble teas, baked goods and ice cream in noisy coffeeshops and cafes.

It has been popular in the U.S. since the mid-2010s but its star has risen sharply in recent years, as younger generations seek the health benefits associated with the antioxidant-rich beverage. It is reputed to give a gentler energy boost than coffee (matcha can have significantly less caffeine) and to aid focus.

The best-quality tea is thought to be grown in certain regions in Japan, though other countries, such as China and Vietnam, also cultivate matcha. Because there is a limited supply, especially of superior grades, demand has outstripped supply, causing prices to rise.

President Donald Trump's 15% tariffs on Japanese goods went into effect in early August, causing further uncertainty about matcha prices.

Ahmad Alhabbal, owner of Novaria Coffee Co., focuses on Syrian-inspired coffee drinks, but also serves matcha, perhaps an indicator of how popular it has become.

Since March 2024, he said, the price of 500 grams of matcha has risen about 27%, and he increased the price of a 12-ounce matcha latte from $5 to $5.35 since last year.

Other businesses report similarly steep price increases.

Jorge Broche, co-owner of Mikkusu Matcha Tea House (previously known as Mosaic Leaf), said this was the only matcha tea house in Pittsburgh when it opened in November 2020.

The tea house serves of wide array of matcha consumers, including those who prefer it served hot, the traditional way, to those who want matcha ice cream. It also sells traditional implements, such as whisks and tea cups, and has developed its own matcha blends.

One popular mixture, Charge Matcha, combines yerba mate, guarana, Ceylon cinnamon and matcha to render a tea that is high in caffeine.

Broche touts the energizing effect of matcha over coffee.

Coffee, he said, is fast acting and can make you jittery, whereas matcha's effects are slower, spread over a period of two to four hours.

"So you feel more alert mentally but your body feels calmer," he said.

"The whole world is catching up to matcha," Broche said. "All these huge, major companies like Starbucks or Dunkin' Donuts, they're starting to advertise matcha."

The popularity of Asian dessert cafes, like the New York-based Mango Mango and Japanese chain Kyo Matcha, both with locations in Squirrel Hill, has also multiplied matcha awareness with green-tinted lattes and bobas.

Mikkusu sources its tea from farms in the Aichi prefecture in Japan, known for its rich soil that produces high-quality matcha. Broche said these farms were completely sold out of matcha for several months this year.

The formerly stagnant but now booming Japanese matcha industry, which sends 78% of its supply to the U.S., has been slowed by record high temperatures and shortages.

Mikkusu was prepared, however, because it buys in bulk. Prices have risen from the store's suppliers, Broche said, but the tea house has not yet seen the effect of recent tariffs.

Mikkusu has been forced to raise its prices "somewhat," Broche said, though "we don't want to scare our customers away."

"The great thing about our business is the reason we're able to get good prices for matcha for our customers is because we buy a tremendous amount in bulk," he said.

Though there are current matcha shortages and price uncertainties, Broche — who drinks classic matcha every day himself — sees an upside.

"It's exciting that [consumers] love matcha so much that demand is growing."

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