Japanese Tea Report – November 2024

By SimonaTea Reports

Many prefectures in Japan are actively promoting their local tea. Shiga Prefecture, for example, has launched a campaign encouraging visits to seven tea shops within the region to purchase locally produced tea. Collecting seven bags of tea earns participants a small plate made in the traditional Shigarakiyaki style. Meanwhile, Kikugawa City in Shizuoka Prefecture has broadened its tea ambassador program. Traditionally limited to women under the name of ‘tea daughters’, the program now includes men as ‘tea princes’, and the first one is a 23-year-old employee of Shizuoka Bank.

In contrast, Ureshino City in Saga Prefecture has adopted a unique strategy by sending its tea leaves to the pope to elevate their tea’s prestige. Saga Prefecture has historical ties to Christianity, as many Christians from Nagasaki fled there during times of religious persecution. The gift to the pope included three local teas: tamaryokucha, kamairicha, and koucha. Similarly, the demand for iron kettles (tetsubin) from Iwate Prefecture has surged, especially after a local Nambu kettle was presented to Shohei Ohtani, a celebrated baseball player originally from Iwate.

With global interest in Japanese tea continuing to grow, many tea-producing regions are expanding exports. Yame City in Fukuoka Prefecture, for instance, tripled its international sales in just one year, with matcha being particularly popular. Kyoto has even reported shortages of matcha due to increasing purchases by foreign tourists, who often buy it as a souvenir.

Innovation is also driving tea’s appeal to younger audiences. Tea cigarettes, small single-portion packets of ground tea powder sold in cigarette-sized boxes, have gained popularity since their release in 2018, with over one million units sold. Another creative product is honey-coated tea leaves made from wakocha and rooibos, developed by a tea company in Hamamatsu City, Shizuoka Prefecture. This product uses liquid honey rather than honey powder, a novel manufacturing method.

Unconventional tea experiences are also emerging. In Tokyo, an “end-of-life” café offers visitors tea and sweets while providing counseling and education on funeral planning—a relatively new concept in Japan. Meanwhile, a café in Osaka serves a different purpose: offering young people aged 16 to 49 hands-on experience in café operations as they search for new job opportunities. Participants can choose programs lasting 1, 5, or 9 days.

Major tea-related events also drew attention recently. Fujieda City in Shizuoka Prefecture hosted the National Tea Hand-Rolling Competition, where 28 teams from across Japan competed, and the local Fujieda team claimed victory. In Kagoshima, the “T-1 Grand Prix” tea competition for children saw 40 participants complete tasks such as testing tea knowledge, identifying teas by aroma, and brewing a perfect cup.

November also brought a variety of local festivals. In Shizuoka Prefecture’s Honyama area, the Autumn Tea Festival celebrated the tradition of opening aged tea. Gifu Prefecture’s Mino area hosted the Mino Ceramics Festival, showcasing Minoyaki pottery, which has been renowned since the Muromachi period. This year, the festival included the International Ceramics Exhibition, where a Ukrainian artist won top honors. Additionally, the Kitakyushu Museum of Natural History in Fukuoka presented an exhibition of historical sweets, molds, and cookbooks, including Japan’s oldest cookbook—a fascinating glimpse into the country’s culinary heritage and culture.

 

*The article is based on Japanese media articles:

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