The constantly evolving landscape of the tea industry has prompted both the national government and many tea-producing regions to explore ways to promote their teas domestically and internationally. In response to the surging demand for matcha, the Ministry of Agriculture has reaffirmed its commitment to support producers transitioning from sencha to tencha cultivation. Meanwhile, Yame City in Fukuoka Prefecture is seeking ESG (Environmental, Social, and Governance) assessment for its local tea brand, Yamecha, with the goal of boosting exports to Europe and the United States. In addition, Shizuoka Prefecture has launched a PR ambassador program, inviting well-known local figures to help promote its tea.
Last month, the annual National Tea Competition also took place in Nara, featuring 819 entries from 18 prefectures across eight categories. Kyoto excelled in the tencha and kabusecha categories, while Shizuoka claimed top honors in regular sencha and fukamushicha, and Saga led the tamaryokucha and kamairicha categories. Additionally, Takayama chasen from Nara Prefecture received the Cool Japan Award, which was presented at the Osaka Expo.
This month, Nara City is hosting the Yamatocha Gourmet Fair to showcase its local tea brand, Yamatocha. Nine participating restaurants are incorporating the tea into their dishes. In Shizuoka City, a special exhibition is highlighting the art of tea dyeing. The artists have developed a unique technique to achieve the desired colors, and 16 pieces are on display at the exhibition.
Among recent product releases, Ito En introduced a limited-edition, high-end bottled tea made with leaves from the historic Ashikubo region in Shizuoka Prefecture. In Tokyo, a sake and tea bar is offering sophisticated pairings of tea and alcohol. Rather than mixing them into cocktails, the bar serves them side by side, allowing customers to alternate sips and fully appreciate the flavors of each.
While these developments show ongoing activity and exploration, the tea industry continues to remain in a period of uncertainty and adjustment.
*The article is based on Japanese media articles:
- Appearance, aroma, taste, color… Yamato tea producing region holds first national tea tasting competition in 15 years, Asahi Shimbun 2025.08.28
- Takayama Chasen Wins COOL JAPAN AWARD at Expo 2025 Osaka/Kansai on the 3rd, Mainichi Shimbun 2025.09.01
- Ito En releases bottled green tea made with tea leaves from Ashikubo, Shizuoka for 2,700 yen, Nikkei Shimbun 2025.09.05
- Diverse charms of tea dyeing: 16 pieces on display in Shizuoka, drawing attention for using discarded tea leaves, Yomiuri Shimbun 2025.09.09
- Matcha boom: Ministry of Agriculture, Forestry and Fisheries gets serious about shifting production to “tencha”, Mainichi Shimbun 2025.09.10
- Shizuoka Prefecture to appoint tea-focused hometown ambassador; Aichi to collaborate with local idol, Nikkei Shimbun 2025.09.19
- Yamato Tea Gourmet Fair in Nara until the 30th, Mainichi Shimbun 2025.09.20
- Yame City teams up with Kyushu University Startup to promote Yame tea in Europe and the US with ESG evaluation, Nikkei Shimbun 2025.09.22