A matcha bar in Los Angeles, Kettl Tea, faces challenges due to a global matcha shortage fueled by its rising popularity on social media. Most of its 25 matcha types are out of stock, as founder Zach Mangan noted. Demand has surged, nearly doubling the matcha market in a year. Japanese producers like Masahiro Okutomi struggle to keep up, with intensive farming methods and increased global interest. Influencers, such as Andie Ella, contribute to the boom, and the U.S. market for matcha continues to expand. However, tariffs and shortages could increase prices. Japan's tea plantations are declining, complicating future supply.