First tea harvests are underway across Japan, with spring picks reported positevely, supported by favourable weather and strong expectations for quality. In Shizuoka Prefecture, harvesting of early-ripening varieties began on the 9th in Shizuoka and Shimada cities. At the Matsukawa Tea Plantation in Suruga Ward, about 30 local residents hand-picked the “Kondo Wase” cultivar, known for its floral aroma and rich flavour. Warm temperatures and ample rainfall since mid-March accelerated growth, offsetting earlier dryness. Around 170 kilograms were harvested, processed the same day and shipped, with sales started on the 11th. In Higashi-Sonogi, Nagasaki Prefecture, the first harvest began on the 17th at Fukudaen, a tea plantation run by Shinya Fukuda that offers a panoramic view of Omura Bay. Approximately 400 kilograms of first-flush tea leaves were harvested and the whole region will continue harvesting until early May. In Sayama, Saitama Prefecture, about 70 kilograms of fresh leaves were harvested by about 20 people on the 21st at Okutomien plantation, ahead of other areas in the prefecture. Shiga Prefecture’s first harvest took place on the 27th in Minamikuchi, Koka City, where warm conditions and the absence of late frost supported healthy growth. The Green Tea Tsuchiyama agricultural cooperative harvested about 120 kilograms of leaves of saemidori cultivar that were processed into sencha. The tea will be available in stores throughout the city on May 2nd, traditionally marked as the 88th day after the start of spring.
Across regions, producers are reporting good yields and quality, raising expectations for this year’s new tea season.
The first season’s tea auctions have opened as well. In Kagoshima Prefecture, Japan’s largest tea-producing region, average prices on the first trading day rose 60% from a year earlier. Strong demand for matcha in Europe and the United States has tightened supply of domestically produced tea leaves. At the season’s first auction, held on the 6th at the Kagoshima Tea Distribution Center in Kagoshima City, prices hit record highs. Kagoshima has ranked first in Japan for two consecutive years in aracha (crude tea) production. Concerns persist, however, as instability in the Middle East threatens supplies of heavy oil used in production.
In Shizuoka, the first auction of the season was held on the 20th at the Shizuoka Tea Market. The top price reached ¥1.18 million per kilogram for “Takane no Hana,” surpassing last year’s ¥880,000. The tea, produced by the Ryogouchi Tea Growers Association, is known for its refined aroma and concentrated umami, with hand-picked leaves cultivated under shaded conditions to enhance sweetness. Despite such high-profile sales, overall prices weakened. Preliminary data show the average price for Shizuoka-grown tea fell for a second straight year to ¥9,019 per kilogram, reflecting fewer ultra-high-priced transactions. The market, marking its 70th anniversary, introduced an electronic bidding system alongside its traditional negotiated sales to improve price transparency and better reflect quality. Thirty-five lots were offered electronically, with 12 sold. Industry participants say fairer pricing mechanisms and strong export demand will be key to revitalizing Japan’s tea sector.
The first auction of Uji tea this season drew record prices on the 24th at the JA Zen-Noh Kyoto Uji Tea Distribution Center in Joyo, Kyoto Prefecture, underscoring strong demand amid a global matcha boom. Hand-picked, hand-rolled gyokuro from Uji City fetched a record ¥500,000 per kilogram, about 30% higher than last year’s top price. Sencha prices also surged, with a Wazuka temomi sencha (hand-picked, hand-rolled) reaching ¥333,339 per kilogram, setting a new high. A total of 37 kilograms of gyokuro and 1,088.7 kilograms of sencha were offered, with around 150 buyers participating. The average price rose to ¥20,879 per kilogram, up from ¥17,098 a year earlier. Industry officials cited favorable growing conditions, with no frost damage reported. Despite rising production costs, producers emphasized maintaining quality. Transaction volumes at the center are projected to double to about ¥10.4 billion, driven largely by tencha – the raw material for matcha – which accounts for roughly 90% of trade. The season’s first tencha auction is expected in mid-May.
Shizuoka Prefecture has launched a unified tea brand, “JAPAN TEA SHIZUOKA,” as it shifts focus to overseas markets amid declining domestic demand. The brand, announced on the 14th, covers tea made entirely from first-harvest leaves grown and processed within the prefecture. Exports are driving the strategy. Shizuoka aims to raise tea export value as global demand – especially for matcha – continues to expand. The prefecture plans to boost production of matcha and powdered tea while expanding organic cultivation. At the same time, it faces a shrinking production base, with tea plantation areas falling sharply due to an aging workforce.
Meanwhile, Japan’s agriculture minister has pledged to “respond carefully” to concerns over fuel supplies for matcha production, as geopolitical tensions raise risks for tea producers.
Agriculture Minister Norikazu Suzuki made the remarks after visiting a matcha café in Tokyo’s Asakusa district on the 9th, where he met with industry stakeholders. Matcha production relies on heavy oil for harvest and production, with demand peaking between April and June. Producers have voiced concern that instability in the Middle East could disrupt fuel supplies. Suzuki also emphasized support for expanding export markets as global demand for matcha continues to grow.
On another note, a tea wholesaler is launching new products using abandoned tea fields. Iwasaki Kyozo Shoten will begin selling cosmetics and powdered tea produced using tea plants that grow naturally in abandoned tea fields, under the brand “OOLLSEE” from early May, in partnership with a Yokosuka-based developer. The lineup includes an aroma spray, roll-on oil and powdered tea, aimed to make effective use of abandoned tea plantations and creating new revenue streams through e-commerce.
Amid concerns over the decline of Japan’s tea industry, a small city in Osaka Prefecture is offering a rare bright spot. In Hannan, a health-focused initiative is revitalizing idle farmland by converting it into tea plantations. Launched in 2022 in partnership with Ito En, the project is led by a local association that now operates two tea fields and hosts hands-on events such as tea picking and brewing workshops. At the beginning of spring, about 10 residents took part in a seedling-planting event in the coastal Kaigake area, carefully planting young tea plants about 30 centimeters tall. The city is also exploring cultivation of tencha, the raw material for matcha, by using shading techniques. Local interest is growing. One participant, who runs a café in the city, said she hopes to use locally produced matcha in drinks such as matcha lattes.
Against this backdrop, efforts to rebrand Japanese tea for export, repurpose abandoned farmland, and develop new high-value products point to an industry adapting rather than retreating. Whether these initiatives can offset long-term structural decline will help determine the future of Japan’s tea economy beyond this year’s strong start.
*The article is based on Japanese media articles:
Domestic new tea prices soar, with Kagoshima-grown tea up 60% , Nikkei Shimbun 2026.04.23
The first auction of new tea leaves took place at the Shizuoka Tea Market, Asahi Shimbun 2026.04.20
Shizuoka Tea Market Introduces Electronic Bidding to Boost Tea Industry Revitalization Through Fair Pricing, Nikkei Shimbun 2026.04.20
Shizuoka Prefecture and other organizations have announced that the unified brand for Shizuoka tea will be “JAPAN TEA SHIZUOKA”, Nikkei Shimbun 2026.04.20
Will Shizuoka, which has relinquished its top position, be able to transform its tea business into a profitable one, and focus on overseas exports?, Asahi Shimbun 2026.04.07
One kilogram of Uji gyokuro tea sold for 500,000 yen, a record high, at the first auction in Kyoto, Asahi Shimbun 2026.04.25
Agriculture Minister Suzuki says securing fuel for matcha production will be handled “carefully”, Nikkei Shimbun 2026.04.09
Iwasaki Kyozo Shoten in Shizuoka develops cosmetics from abandoned tea plants, Nikkei Shimbun 2026.04.08
The new tea season has arrived a little early, Asahi Shimbun 2026.04.09
Promoting health through tea: Reviving fallow farmland in Hannan City, Asahi Shimbun 2026.04.15
Freshly picked tea leaves, exceptionally flavorful. Sayama / Saitama , Mainichi Shimbun 2026.04.22
Sonogi Tea: From Nagasaki to the World – First Flush Tea Picking in Higashi-Sonogi, Mainichi Shimbun 2026.04.23
The first harvest of new tea leaves has been picked in a tea plantation in Koka, Asahi Shimbun 2026.04.28