KYOTO - A new matcha product priced at 4,320 yen for just 30 grams is drawing attention amid a global boom in Japanese green tea, as surging demand has made matcha increasingly difficult to procure even within Japan.
The matcha, which is equivalent to just two tablespoons, went on sale on May 12th, primarily at tourist destinations and airports. Sales in the Kanto region begin the following day. Its packaging features traditional Japanese design elements, and its name is simply "Matcha" — a term already widely recognized internationally.
The product is part of a larger wave of growing global interest in matcha, with lattes and sweets gaining popularity both in Japan and abroad. According to a Kyoto-based commentator, long queues outside matcha dessert shops are now a common sight.
Some industry insiders believe this new product could trigger a resurgence in supply and interest. According to a senior Japanese tea instructor, the matcha boom can be traced back to the 1996 launch of Haagen-Dazs' green tea flavor, which raised public awareness and set the stage for matcha’s gradual rise — culminating in an explosion of popularity over the past year.
A reporter visited a gelato shop famous for its rich matcha flavor and found it packed with foreign tourists. When asked what makes matcha so appealing, one customer said, "It’s creamy and helps with focus, but it doesn’t give you the jitters like coffee." Another added, "I used to drink coffee, but now I prefer matcha."
Interestingly, the reasons for matcha’s popularity differ by region. In Europe, appreciation for traditional Japanese aesthetics, such as the tea ceremony and wabi-sabi culture, plays a big role. In Asia, matcha’s perceived cooling effect and sweet flavor appeal during hot weather make it a popular treat. In North America, matcha is embraced as a health-conscious "superfood."
Specialty matcha shops have even opened overseas, and the beverage is increasingly replacing coffee in daily routines. Matcha contains caffeine, but its effects last longer and are milder than coffee, which is one reason why it's favored by many health-conscious consumers.
The cultural context also differs. In Japan, drinking coffee is often a solitary activity, with people quietly reading or using their smartphones. In contrast, Western coffee culture is more social — a way to connect with others. Matcha may be evolving into a similar role abroad, not just as a drink, but as a cultural touchpoint.
For example, a Polish family interviewed during the report described how they prepare matcha at home, brewing it with hot water and drinking it as a family ritual each morning — a sign of how the tea is being integrated into everyday life outside Japan.
Export data supports this global trend. Since 2006, exports of matcha from Japan have surged dramatically. In 2024, matcha accounted for nearly 70% of Japan’s powdered green tea exports, setting a new record. The Ministry of Agriculture, Forestry and Fisheries is now encouraging tea farmers to switch from sencha to matcha production to meet growing overseas demand, with the goal of nearly doubling exports.
However, production is becoming increasingly challenging. According to industry sources, poor weather and heat have reduced harvests this year by 20–30%, pushing prices higher. Some suppliers warn that matcha is becoming a competitive commodity, with unprecedented price hikes likely to continue.
As matcha becomes harder to find domestically, it is simultaneously becoming a staple abroad — not just as a health trend, but as a cultural alternative to coffee, bringing with it a unique taste of Japan.
Source: TBS
