KYOTO, May 06 (News On Japan) - A traditional tea maker in Kyoto is raising concerns over Chinese-made products being sold under the name "Uji matcha," a term long associated with premium green tea grown and produced in parts of Kyoto Prefecture.
The company, Marukyu Koyamaen, says it discovered its well-known product names, such as "Seiran" and "Wakae," being used without permission on matcha sold through online retailers in China, with packaging that strongly resembles its own.
Marukyu Koyamaen, a long-established company dating back to the Edo period, is known for its high-quality matcha made by grinding tea leaves cultivated in specific regions, including Kyoto. Its flagship products have been highly sought after overseas, to the point that sales were once temporarily restricted to meet demand. The president of the company, Koyama, expressed frustration after discovering a Chinese company selling matcha labeled as "Uji matcha," complete with similar names and packaging. However, the fine print reveals the products are manufactured in Shanghai, not Japan.
One such product bore the name of the company’s own brand but was entirely unrelated. A close inspection of the color and taste revealed notable differences. While the Kyoto product had a deep green hue and a rich flavor, the Chinese version appeared yellowish and lacked the signature bitterness and aroma. Koyama emphasized that this not only misleads consumers but also undermines the reputation painstakingly built over generations. "To have our tea—nurtured with such care—violated in this way is deeply frustrating," he said.
Under Chinese law, the term "Uji matcha" is not trademarked, so there is technically no violation within China. The Shanghai-based company behind the Chinese product claims that it began operations in 2006 with the goal of reviving Chinese traditions of powdered tea. The company’s website even displays a statement suggesting their efforts are supported by tea masters from Kyoto, and that they have introduced equipment and techniques from Japan.
When confronted by the Japanese press, the company acknowledged using both "Uji matcha" and a slightly altered version, "Oji matcha," on its products. They denied any intent to deceive consumers and insisted that multiple companies use similar names. "If this is considered imitation, then other companies would be guilty too," a representative stated over the phone, adding, "We’ve completed all procedures properly. We don’t see how this could mislead consumers."
However, legal experts in Japan warn that even under Chinese law, misleading use of a brand name—especially one that could cause confusion about the product’s origin—may still constitute a legal problem. If consumers are led to believe that the product is made in Kyoto or affiliated with a specific Japanese brand, it could violate laws concerning origin labeling and brand misrepresentation.
Despite this, taking legal action remains difficult. There are multiple companies in China marketing matcha under the Uji name, and each would have to be individually sued. Legal costs, jurisdictional hurdles, and limited protection for unregistered foreign trademarks in China complicate matters for Japanese firms.
As the global popularity of matcha continues to rise, experts and producers are calling for more robust international safeguards to protect Japan’s traditional industries. Without urgent countermeasures, products labeled "Uji matcha" may continue circulating far from Kyoto, while undermining the integrity of a cherished cultural symbol.
Source: MBS
