Matcha Madness: Swiss Pop-Up’s Viral Success Exposes Global Green Tea Supply Crisis
Bern, Switzerland – A small pop-up café in Bern, Switzerland, is experiencing a whirlwind of success thanks to TikTok, but its popularity is revealing a much larger problem: a global shortage of Matcha green tea. “ThoseBerner Pop-up Midas,” as it’s known, is selling an astonishing 120 Strawberry Matcha Lattes daily, driven by viral videos, but the demand is pushing Japanese Matcha production to its absolute limits. This is breaking news for foodies, supply chain watchers, and anyone interested in the intersection of social media and traditional agriculture.
From TikTok Trend to Supply Chain Strain
Nico Tschopp, the 24-year-old entrepreneur behind the pop-up, stumbled upon the idea after noticing the growing buzz around Matcha on TikTok. “I like to drink Matcha Lattes and found that there are no places in Bern where they taste really good,” Tschopp explained. He launched the Strawberry Matcha Latte, and it quickly became a sensation, boosted by a reel from a local food influencer, Sophie Dettwiler, which garnered over 60,000 views. While the café isn’t raking in huge profits – Tschopp estimates sales barely cover expenses – the demand has been undeniable.
But this isn’t just a local success story. The surge in popularity is creating a “state of emergency” on the Matcha market. European and American demand has skyrocketed, overwhelming Japanese farmers’ ability to keep up. The traditional, labor-intensive process of growing and grinding Tencha (the green tea leaves used for Matcha) simply can’t scale quickly enough to meet the sudden influx of orders.
The Price of Popularity: Matcha Costs Soar
Tschopp is already feeling the pinch. He recently had to increase the price of his lattes from CHF 7 to CHF 8 due to rising Matcha costs. “Because of the global shortage…the prices have increased, and the preparation is also time-consuming,” he shared with his followers on TikTok, who largely responded with understanding. This price hike is a microcosm of a larger trend: Matcha, once a niche health food, is becoming increasingly expensive and harder to find.
The situation is so dire that the Japanese government is reportedly encouraging Sencha farmers – who grow a different type of green tea – to switch to Tencha cultivation. However, Matcha production isn’t instant. It takes five years for newly planted tea bushes to yield a harvest, meaning the supply issues are likely to persist for the foreseeable future.
Beyond the Hype: Preserving Tradition and Quality
Tschopp sources his Matcha from Länggasse Tea, a supplier offering organic quality Matcha from the Kyoto region. Even with a reliable supplier, securing a consistent supply is a challenge. Länggasse Tea’s online shop is already sold out of its 2024 harvest. Tschopp is committed to preparing the Matcha with patience and care, respecting the Japanese tea tradition, even amidst the frenzy.
The rapid rise in demand also raises concerns about quality. As more producers attempt to capitalize on the trend, there’s a risk of lower-quality Matcha flooding the market, potentially damaging the reputation of this ancient beverage. True Matcha connoisseurs emphasize the importance of sourcing from reputable suppliers and understanding the nuances of different grades and origins.
The Pop-Up Economy and the Future of Food Trends
Tschopp’s story is also a testament to the power of the pop-up economy and the speed at which trends can take hold in the digital age. He started with a modest investment of CHF 40,000 (with a total budget cap of CHF 60,000) and a vision, leveraging social media to build a loyal following. He’s even planning a second pop-up on Bundesplatz in August. He’s learning the hard way, however, about the demands of running a small business, and plans to hire help in August.
The Matcha craze serves as a compelling case study for businesses looking to capitalize on viral trends. It demonstrates the importance of agility, social media savvy, and a commitment to quality, even when faced with unexpected demand. It also highlights the potential for disruption – and the need for sustainability – in the global food supply chain. As Tschopp navigates the challenges of his burgeoning business, he’s not just serving up delicious lattes; he’s offering a glimpse into the future of food and the power of a well-timed TikTok video.
Stay tuned to archyde.com for ongoing coverage of emerging trends, supply chain disruptions, and the evolving landscape of the global food industry. Don’t miss our upcoming deep dive into the ethical sourcing of Matcha and the impact of social media on agricultural practices.
