The ongoing global matcha boom continues to pose both opportunities and challenges for the Japanese tea industry. This year, many tea farmers have shifted their production from loose-leaf teas to tencha, the raw material used for matcha. As a result, the supply of loose-leaf teas such as sencha has decreased, leading to higher prices. While this shift benefits producers financially, it also raises concerns that Japanese consumers may drift even further away from traditional loose-leaf tea consumption.
At the same time, although the production of matcha leaves has increased this year, the overall supply chain faces several limitations. For example, the availability of processing machinery has become an issue, as some manufacturers have temporarily suspended new orders until next spring. Internationally, matcha lattes remain the most common form of consumption, yet tea ceremony schools in Japan have observed a growing interest in mindfulness and a desire among participants to connect with the deeper meaning behind the tea experience.
Several noteworthy developments have taken place in the market. Ito En has announced a new ginger-flavored matcha drink, featuring matcha powder stored in the cap so that it can be freshly prepared at the time of purchase. In Shizuoka’s Shimada City, a pop-up green tea truck was launched in front of the train station, offering tea beverages and related products. The initiative aims to generate public interest and ultimately lead to the opening of a permanent shop. Also in Shizuoka, a photobook is set to be released in November, showcasing the city’s unique wholesaler tea evaluation stations—distinctive spaces designed with large windows to allow natural light for accurate tea assessment.
Shizuoka also hosted one of Japan’s largest tea events, the World O-CHA Festival, which took place over four days in October. Around one hundred exhibitors from Japan and abroad presented teas and tea-related products. In Kyoto, the Kitano Grand Tea Ceremony was also held in October. Originating with Toyotomi Hideyoshi, this long-standing tradition continues to thrive, featuring tea ceremonies with both matcha and sencha over three days. The Mushanokojisenke school likewise held a memorial service marking the 350th anniversary of its founder Ichio Munemori’s passing, attended by approximately 150 participants.
In Wakayama, a special event recreated the tea brought to Japan by the Buddhist monk Kukai about 1,200 years ago. In those early days, tea leaves were pressed into circular cakes, then ground into powder before being dissolved in water. Meanwhile, in Saga, a special exhibition showcased scrolls by the Edo-period painter Ito Jakuchu, depicting the renowned tea seller Baisao, an early advocate of sencha culture.
As these events and innovations demonstrate, Japan’s tea world continues to balance between preserving time-honored traditions and embracing new expressions of tea culture.
*The article is based on Japanese media articles:
Tea ceremony experts see matcha boom as a big opportunity, Japan Times 2025.10.02
Did Kobo Daishi Kukai drink it? Recreating ancient tea with reference to the Tang Dynasty document “Cha Jing”, Asahi Shimbun 2024.10.04
Shizuoka tea merchants’ “viewing hall” filled with their passion for tea is compiled into an illustrated book for future generations, Mainichi Shimbun 2025.10.04
“Kitano Grand Tea Ceremony” at Kitano Tenmangu Shrine, where Hideyoshi held the tea ceremony. Everyone can enjoy Kyoto culture, Asahi Shimbun 2025.10.10
“Shimada Green Tea” food truck opens in front of Shizuoka station until December, Mainichi Shimbun 2025.10.17
350th anniversary of the death of Ichio Munemori, founder of the Mushakoji Senke school… at Jukoin Temple, Daitokuji Temple, Yomiuri Shimbun 2025.10.21
Who is the “Tea Seller” that Jakuchu has painted many times? Discover his charm through calligraphy, paintings, and tea, Asahi Shimbun 2025.10.22
Ito En releases ginger-flavored matcha drink that you can shake and enjoy, Nikkei Shimbun 2025.10.24
Taste the world’s tea culture at this event in Shizuoka, Yomiuri Shimbun 2025.10.25
An unprecedented “matcha boom” sees buyers from around the world visit and offer exceptional prices… While production and prices rise, concerns grow that “Japanese people are turning away from tea”, Yomiuri Shimbun 2025.10.25
Matcha leaves and machinery are in short supply around the world. Ito En has a specialized department for “Oi Matcha.”, Nikkei Shimbun 2025.10.27