Mainz – September 09, 2026 -- A new ZDF documentary examines how the global matcha craze is driving up prices, causing supply shortages, and fueling a market flooded with fake products. "Matcha – Genuss mit Beigeschmack" ("Matcha – A Bitter Aftertaste") streams on the ZDF platform starting Friday, September 11, 2026, at 8:30 a.m., and airs on ZDF television Sunday, October 13, 2026, at 3:30 p.m.
Reporter Victoria Reichelt travels to Japan for the film, directed by Laura Hohmann, to trace matcha from tea field to social media feed.
Millions of posts fuel demand tea farmers cannot meet
Matcha floods social platforms under hashtags like #matcha, with millions of photos and videos showcasing the powdered green tea in countless forms. In Japan, where matcha has deep traditional roots, Reichelt follows tea farmer Jintaro Yamamoto through the harvest. The traditional production process is labor-intensive, meaning Japanese producers can only supply a fraction of worldwide demand.
Unregulated term opens the door to low-quality substitutes
Because "matcha" is not a legally protected food term, cheaper and lower-grade green tea powders increasingly enter the market disguised as the real thing. The documentary asks how consumers can tell genuine, high-quality matcha apart from diluted or fake alternatives.
Experts question health claims and environmental costs
Reichelt consults consumer advocates, matcha specialists, physicians, and food chemists to investigate whether the tea lives up to its health reputation. The film also looks at the environmental and health consequences of the matcha boom, including pesticide use and other contaminants found in some products.