Coffee shops and other businesses around the USC campus are bracing for a shortage of matcha, the bright green powder imported from Japan that has taken the world by storm.
For those unfamiliar, matcha is a finely ground tea powder integral to Japanese tea ceremonies that has seen a surge in global demand, tripling since 2010. The spike is attributed to its perceived health benefits and viral popularity on social media platforms like TikTok.
The traditional production methods, reliant on labor-intensive processes and aging farmers, haven’t kept pace with demand. As a result, Japanese producers have imposed purchase limits, leading to supply constraints worldwide.
At USC, the effects are palpable. Café Dulce, a student favorite located in the USC Village, is renowned for its matcha offerings, including the popular blueberry matcha latte.
Ian Castorillo, assistant manager at Dulce, said the shop’s prices have not been impacted because they have a tight-knit relationship with their matcha supplier, and the blend is made specifically for them. If prices did rise, he said he would still keep prices friendly to the “student lifestyle.”
“We probably wouldn’t try to change the prices within the next year or so,” Castorillo said. “With Los Angeles coffee prices, our matchas and our coffees are pretty low, I would say.”
Students across campus are starting to feel the impact, too. What was once an easy go-to caffeine option has now become a pricier and less reliable luxury.
“I didn’t even know this was a thing,” said Ari Hyman, a senior majoring in sound design. “If matcha is going to get more expensive, I’ll probably drink less of it. It’s a treat enough already as it is.”
Other students like Aidan Buenasuda, a junior majoring in business, have been paying closer attention to the forces behind the shortage.
“It has a lot to do with the matcha techniques in Japan, and since matcha is getting more popular now, Japan can’t supply the amount needed.”
For students like Ashley Li, a sophomore majoring in communications, matcha is more of a “special splurge.” and the shortage might make it even rarer.
“I’m a big fan of matcha, but I’m not one of those people who buys it every day,” Li said. “It’s a luxury item. With the shortage, obviously, prices are going to go up, so I think it’s going to discourage a lot of people from buying matcha.”
The matcha shortage isn’t just a USC issue — it’s a microcosm of a global challenge. With the U.S. imposing a 24% tariff on Japanese matcha imports, prices are expected to rise further, impacting both consumers and businesses.
The scarcity has led to concerns about the incorporation of new, lower-quality substitutes entering the market. Industry experts have warned that some cafés might unknowingly serve matcha blends with additives or artificial coloring to keep up with customer demand, a development that worries students who seek out matcha for its health benefits.
I think when it comes to advertising something as matcha when you know it’s not, is pretty disingenuous and that’s pretty unethical from a business standpoint,” Castorillo said.
As the global community navigates the shortage, students and local cafés are adapting. Some are exploring alternative beverages, while others are sourcing matcha from different suppliers. For now, USC students will have to hope for greener days on the horizon.