Truthfully, I can’t remember a time where I visited a café or a coffee shop and paid less than $8 for a matcha latte with an alternative milk. Creating my own tea company with my sister has ensured we’d never have to endure this financial devastation again, but I can only imagine the price hikes happening ‘round the country–not just at the café’s, but with your favorite matcha brands too.
The Viral Rise of Matcha
It was the perfect storm for social media virality: between its vibrant (let’s face it, extremely photogenic) color, its incredible health benefits, and its downright deliciousness and versatility, the internet never stood a chance–matcha seemed to become a hit sensation overnight. This craze caught Japan and its matcha producers unawares. Matcha makes up only about 6% of Japan’s total tea production, and with generational farms thinning out due to Japan’s youth pursuing other avenues of work, and hotter temperatures threatening to partially devastate Japan’s tencha (the shade-grown Japanese green tea leaf used to make matcha) crops, keeping up with matcha demand has put a strain on Japanese tea farms.
However, as much as we are wont to deride America’s consumption problem, it isn’t all chalked up to that. Matcha is a seasonal crop, meaning it is not produced all year round, rather it is harvested once a year in spring. Coupling that with unpredictable shifts in weather leading to potential loss of a harvest’s yield, it can prove difficult to plan for meeting the current matcha demand.
What can you do about it? Bringing the mindfulness back to matcha.
Matcha has its roots in Zen Buddhism, where it was used in a practice called, “the way of tea,” in which its careful preparation became “an exercise of devotion.” The irony should not be lost on us that what was once an act of reverence has been transformed by ultimate commodification. This is not to say that citizens of the west shouldn’t enjoy matcha or appreciate its beauty, but rather it is a call to remember before whisking our first cup of matcha in the morning that a simple moment of gratitude and mindfulness during our daily tea ritual can be a revolutionary act in itself. Matcha asks us to awaken to the moment and to respect all that it took for this wonderful tea plant to reach our homes and hearts. In essence: take your time, don’t stockpile your favorite matcha, buy high quality, unadulterated matcha (no flavored powders, please), and make your daily tea habit a practice.
How to make a simple, café-style (or better) iced matcha latte at home
A perfect at-home matcha latte begins with a high-quality matcha powder. A vibrant green rather than a yellow-ish or brown hue, can be the easiest–but not only–way to spot a matcha of higher quality. You can also go by smell–a high quality matcha should smell fresh, vegetal or earthy and buttery–it should be subtle, delicate, with a slight sweetness. This was personally one of our favorite characteristics of our ceremonial matcha at Tori Tea– a creamy, marshmallow-y scent that drew us in and called for us to drink it.
The second, most important rule of making a perfect at home matcha latte is simplicity. Don’t go overboard with sugars or flavors, choose a milk that’s subtle and doesn’t impart too much flavor. Let the matcha be the star.
Ingredients
1 ½ -2 tsp Tori Tea Ceremonial Grade Matcha (depending on strength preference)
1-1 ½ tsp agave (optional)
1 cup alternative milk (we like almond, pistachio, and soy for a more neutral flavor)
⅛ - ¼ cup water
Preparation
Heat your water to no more than 175°F, although for an iced latte you can also use room temperature water–using lower temperature water will result in a milder matcha, using water that is too hot will burn your matcha making it bitter.
Sift your matcha through a mesh sieve into a small bowl or chawan and add your water into the bowl.
Begin whisking in an M-shape or zig-zag motion until matcha is fully suspended in your water and the top is slightly frothy.
Add agave and whisk to combine before pouring into a glass with ice and your milk of choice. Stir and enjoy!
Ready to start your own mindful matcha ritual without the café prices? Grab our ceremonial grade matcha here—pure, vibrant, and perfect for lattes like this one. Sign up for our newsletter for more recipes, tips, and exclusive deals during the shortage. What's your go-to matcha moment? Drop a comment below—we'd love to hear!