Matcha exports drive growth in Japanese tea industry

Global demand for matcha is transforming the Japanese tea industry, shifting its focus toward international exports. In 2024, Japan exported 5,092 tonnes of matcha, an 18.7% increase from the previous year, with an export value of approximately US$185 million, representing a 25.9% rise. Major markets including the US, Germany, Malaysia, Thailand, and Taiwan account for roughly 65.7% of these exports.

The market is diversifying into two distinct tiers: culinary uses and premium ceremonial grade. To meet the needs of modern, mobile lifestyles, new formats such as individual sticks are emerging. These pre-portioned sticks offer convenience and hygiene while preserving the freshness of the powder by protecting it from light and air.

While some critics argue that the rise of sweetened matcha lattes dilutes the tea's cultural identity, industry experts suggest these products serve as "gateway products" that introduce beginners to the flavor profile before they transition to higher-quality options.