Japanese Tea Report – April 2025

By SimonaTea Reports

In April, Japan’s tea industry entered its key season with the opening of auctions in key regions. Kagoshima, now the country’s top tea-producing prefecture, held its first auction on 9th April at the Kagoshima Tea Distribution Center, offering nearly 4,000 kilograms of early-shooting tea. Despite slightly reduced yields due to slow growth, prices exceeded expectations, averaging 4,137 yen per kilogram. In Shizuoka, a tea auction on 18th April introduced a new bidding system to enhance price fairness and transparency. Though overall yields were lower due to weather, the average price reached 10,986 yen per kilogram. Kyoto’s Uji tea market followed on 23rd April, where hand-rolled gyokuro fetched a record 388,000 yen per kilogram, drawing praise and showcasing Kyoto’s rich tea traditions.

While the strong start brought optimism, the industry faces growing uncertainty due to new U.S. tariffs. The United States, Japan’s largest tea export destination, accounts for nearly one-third of exports. Producers fear added costs could weaken rising demand for matcha and other teas, as tea is price-sensitive and considered non-essential. In response, Shizuoka officials pledged to boost exports and plant new cultivars suited for overseas markets. However, many in the industry stress the need for government support and new strategies amid shifting trade dynamics.

Meanwhile, domestic bottled tea prices are set to rise in October. Companies like Suntory and Ito En attribute the hike to higher raw material and distribution costs. While bottled tea remains popular, especially among youth, rising prices may dampen demand. Manufacturers are diversifying products and focusing on health and sustainability in marketing.

In Shizuoka, the tea industry marked a milestone with the opening of a new building at the Prefectural Tea Research Center, aiming to strengthen research, innovation, and exports. In Uji City, Kyoto Prefecture, local government staff began tea-related training programs to deepen ties to tea heritage and better support local initiatives.

On 19th April, the 2025 World Tea Festival opened at the Fujinokuni Tea Museum in Shimada, Shizuoka. Held every three years, this edition is twice as long and includes nearly 350 tea-related venues across Japan, targeting young people and international visitors. The opening featured performances and a toast with fresh Tsuyuhikari tea, underscoring regional efforts to promote tea culture globally.

Tea picking season also began in earnest. In Kikugawa City, the Kikugawa Tea Hand-Rolling Preservation Society led a greenhouse tea picking followed by five hours of traditional sencha hand-rolling. In Suruga Ward, Shizuoka City, outdoor picking of the floral Kondo variety began. In Sayama City, Saitama Prefecture, hand-picking of the Fukumidori cultivar started, aided by favorable microclimates. In Tsukigase, Nara, the Nara Hand-Rolled Tea Promotion Association made tea by hand near the 88th day of the harvest calendar, showcasing the dedication behind Japanese tea craftsmanship.

Together, these developments reflect a season of contrasts: while local regions celebrate new harvests and cultural achievements, the global trade environment demands adaptability and strategic thinking to ensure a sustainable future for Japanese tea.

 

*The article is based on Japanese media articles:

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