UK Buyers Captivated by Yame Tea

The buyers, invited under a prefectural initiative to promote Japanese tea overseas, visited local shops and production sites together with officials and industry representatives. Over the course of three days, they planned to tour five key facilities to learn about the cultivation and processing techniques that distinguish Yame tea. Producers explained that unlike other regions that harvest their tea leaves up to four times a year, Yame tea is typically picked only once or twice to preserve its quality and depth of flavor.

After observing the production process—from fresh leaf to finished product—the visitors took photos and videos, expressing fascination with the craftsmanship and care involved. Their visit reflects a broader international trend: the global popularity of Japanese tea, particularly matcha and sencha, has surged alongside rising inbound tourism. According to the Japan Food Export Promotion Council, tea exports in August rose to about 2.3 times the level of the same month last year, with shipments to the United States growing roughly 2.4 times and exports to the EU up by 1.9 times.

At Ushijima Seicha, a well-known Yame tea producer, staff reported that the number of overseas visitors to their shop has increased more than tenfold compared to previous years. “Connecting with people from around the world through Yame tea truly captures its essence,” one representative said.

During the visit, the British buyers were also struck by the purity of the water flowing through the tea fields. The guide quickly explained that the pristine environment—along with Yame’s cool climate and fertile soil—is one of the reasons why its tea is so highly valued. As the buyers continued through the lush green fields, they eagerly asked questions about varieties, pesticide use, and quality control, gaining firsthand insight into the dedication behind every cup of Yame tea.

Source: FBS福岡放送ニュース