Japanese Tea Report – July 2026

By AnnaTea News, Tea Reports

The first major development for the month of July is the registration of Japanese Tea under Japan’s Geographical Indication (GI) Protection System by the Ministry of Agriculture, Forestry and Fisheries (MAFF), strengthening the legal protection and international branding of Japanese tea products. Announced by Agriculture Minister Norikazu Suzuki, the registration is intended to enhance the competitiveness of Japanese tea in overseas markets by differentiating authentic products from foreign competitors and improving protection against counterfeiting. The GI system protects the names of distinctive agricultural, forestry and fishery products as intellectual property. Producers establish product specifications and apply for registration. Products that comply with the standards, defined by the Japan Tea Central Association, and receive approval are authorised to use the official GI mark. Certification is based on compliance with these quality standards rather than on production in a specific geographical area, enabling qualifying tea from any Japanese production region to carry the designation. The registration comes at a time of strong international demand for Japanese green tea, particularly matcha. Japan’s green tea exports are forecast to reach a record ¥72.1 billion in 2025, driven by sustained growth in overseas consumption. At the same time, the rapid expansion of matcha production outside Japan – especially in China – has led to a rise in products marketed using Japanese geographical names, such as “Uji matcha,” despite being manufactured abroad. MAFF has indicated that it will monitor the marketplace for misuse of the GI designation and provide guidance or take enforcement measures where infringements are identified, with the aim of safeguarding the reputation and commercial value of authentic Japanese tea.

The month also saw recognition of excellence in tea production through one of Japan’s leading regional tea competitions. The judging for the 44th Kyoto Prefectural Tea Competition, organised by the Kyoto Prefectural Tea Producers’ Association, was held on July 7th-8th at the Uji Tea Hall in Uji City. This year’s competition featured 240 entries of first-flush tea across four categories – tencha, gyokuro, kabusecha, and sencha – with 77 teas receiving first, second, or third prizes. The top awards reflected the regional specialisation of Kyoto’s tea-producing areas. Uji City producers dominated the tencha category, claiming first through sixth place, while Kyotanabe City secured the top three positions in gyokuro, and Minamiyamashiro Village took first and second place in sencha. In the kabusecha category, entries from both southern and northern Kyoto Prefecture performed strongly, with Ujitawara Town winning first place and Ayabe City taking second. 

Meanwhile, innovative businesses are also developing new approaches to ensure the long-term sustainability of the industry. Blue Farm, a startup based in Hamamatsu, Shizuoka Prefecture, is revitalizing abandoned tea fields through its ChaaS (Tea Field as a Service) subscription model. Founded in 2021 by an entrepreneur from a tea-farming family with more than 300 years of history, the company restores neglected tea fields – many located in mountainous areas – and partners with businesses that become sponsors of the fields as part of their ESG (Environmental, Social and Governance) initiatives. Launched in 2025, the ChaaS service supplies subscribers with SUSTEA green tea beverages while supporting the regeneration of abandoned farmland. The service has attracted around 40 corporate customers, including Hitachi Solutions, Mitsubishi Foods, Nagoya Railroad, and Toyota Home. The restored tea fields are managed using cultivation practices that reduce environmental impacts. Mountainous tea fields are well suited to organic farming, requiring less nitrogen fertilizer and therefore lowering emissions of nitrous oxide (N₂O), a greenhouse gas with a much higher global warming potential than carbon dioxide (CO₂). The higher-altitude locations also tend to experience fewer pest problems. Blue Farm uses sensors to monitor the tea fields, including estimating carbon sequestration. According to the company, purchasing 1,000 cans (290 ml each) of SUSTEA supports the restoration of around 0.6 hectares of abandoned farmland and is estimated to avoid or sequester approximately 550 kg of CO₂-equivalent greenhouse gas emissions. In response to rapidly growing global demand for matcha, Blue Farm has expanded its business to provide a stable supply of matcha produced and processed from its restored mountain tea fields. The company plans to supply overseas businesses and other organisations through dedicated tea fields, positioning premium matcha as a core part of its future growth strategy while further supporting the revitalisation of Japan’s underutilised tea-growing regions.

The continuing surge in overseas demand for Japanese tea is also encouraging established producers to invest in expanded processing capacity. Kakuni Chato, a tea producer from Shizuoka, is expanding its production capacity to meet growing export demand, particularly for matcha. Following the acquisition and renovation of a former tea processing factory in Shizuoka City, the company has begun operating a new facility equipped with 40 traditional stone mills. The investment will expand processing from finishing and grinding to packaging and is expected to increase annual production capacity to around 1,000 tonnes by 2027, more than doubling current output and strengthening the company’s export capabilities.

Other innovative products are emerging to introduce Japanese tea to different consumer markets. Kohei Miura, a Shizuoka-based entrepreneur has launched a cocktail infusion kit that combines locally grown tea with dried fruits and spices, allowing consumers to create tea-infused cocktails by simply steeping the blend in their preferred spirit, such as gin or whisky. Inspired by the growing popularity of tea-based alcoholic beverages in the United States, the product aims to introduce the flavors of Shizuoka tea to international consumers. The range includes four infusion blends, featuring ingredients such as dried strawberries and figs, and incorporates different tea styles, including green tea and smoked black tea. The company is targeting both domestic and overseas markets, with a particular focus on expanding sales in the United States. 

At the same time, companies are exploring new ways to improve sustainability across the tea supply chain. Ito En has developed a “green tea ink” made from upcycled tea leaves and spent tea grounds from its Oi Ocha production process. Initially used on limited-edition bottles for the 67th Osho Tournament, the ink was developed with Carlit and Chiyoda Gravure, and may also be applied to cardboard packaging and tea bag wrappers. The project builds on Ito En’s tea leaf recycling program, which has already generated more than 100 products from recycled tea, supporting more sustainable packaging and circular resource use.

While innovation continues to shape the modern tea industry, traditional tea culture also remains an important part of Japan’s tea heritage. The 42nd Don’ō Tea Ceremony was held in Yamagata City between June 27th-28th, attracting approximately 800 participants. The event commemorates Takashi Masuda (“Don’ō”), the first president of the former Mitsui & Co. and a renowned tea master, whose stone basin, lanterns, and garden stones were donated to the city. Established in 1985, the ceremony allows participants to appreciate artifacts associated with Masuda while taking part in traditional tea gatherings. Recognised as one of Japan’s Three Great Tea Ceremonies, alongside the Daishikai in Tokyo and the Kōetsukai in Kyoto, the Don’ō Tea Ceremony is organised through collaboration between Yamagata City and multiple tea ceremony schools. It is regarded as a unique event that fosters exchange and cooperation across different tea traditions. The 2026 ceremony featured Masuda’s calligraphy and handcrafted tea bowls, and was attended by his great-great-grandson, Taro Masuda, highlighting the event’s enduring cultural significance and its strong ties to the local community.

With so many exciting developments across Japan’s tea sector this month, we look forward to bringing you more news and updates in August.

 

*The article is based on Japanese media articles:

 

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