Why is Matcha So Popular Among Foreign Tourists?

Jul 12, 2024 | News On Japan

TOKYO - On hot and humid days in Tokyo, nothing beats a matcha gelato. A specialty matcha gelato shop in Asakusa was bustling with foreign customers on Thursday. The shop offers seven types of matcha gelato, each with varying degrees of richness. The most popular is made with the highest quality matcha, which has won the Minister of Agriculture, Forestry and Fisheries Award.

A woman visiting from Thailand, smiling broadly, took a bite and shared her thoughts.

Visitor from Thailand: 'Delicious. Japanese matcha is the best. This is matcha!'

Another woman commented on the differences between matcha in America and Japan.

Visitor from the USA: '(American matcha) doesn't have such a strong flavor. It's less pure, more like milk with a lot of sugar.'

The charm of matcha is often discovered through social media.

Visitor from the USA: 'I saw it on TikTok a while ago. They said it was the best matcha shop.'

Foreign Tourists Mesmerized?

The popularity extends beyond sweets. A matcha latte made with high-quality organic matcha and smooth milk is also a hit. A matcha café that attracts about 50,000 visitors a month is bustling with foreign patrons.

Visitor from France: 'This matcha is creamy and very delicious.'

Visitor from Ireland: 'I'll try it. I like it.'

The café also features live tea preparation, which captivates curious foreign visitors, many of whom are busy filming.

Tea Ceremony Experiences: Why Is Matcha So Popular?

Foreign interest in matcha goes beyond just tasting. At "Asakusa Chazen," visitors can experience authentic tea ceremonies. About 90% of reservations are made by foreigners, and bookings are filled daily.

Stephen and Megan, newlyweds from America, are staying in Japan for five days.

Stephen: 'We came to this tea ceremony to learn more about the culture, history, and tea.'

Megan: 'We love tea.'

The couple moved to a traditional Japanese room to start the tea ceremony experience.

Instructor: 'Hold it with your right hand, on top of your left hand.'

The instructor, who provides guidance in English, created a solemn atmosphere as the couple practiced making matcha themselves. They seemed very satisfied.

Stephen: 'I was very surprised. It was so sweet and delicious even without sugar. I could have had six more cups.'

Rie Takeda, head of Chazen, commented on the growing interest.

Takeda: 'In the past, many people had never tried matcha or were tasting it for the first time. However, in recent years, more people want to try authentic Japanese matcha.'

Source: ANN

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