News article
Mugwort Attracts Heat: From Roadside Weed to "Next Matcha" – An Unprecedented Boom Arrives…Specialty Farmers Emerge
As matcha prices soar and supply tightens worldwide, mugwort (よもぎ) is emerging as a premium alternative and "next matcha." A Shibuya specialty drink shop opened in March draws 70–80% foreign customers; a major Osaka mugwort distributor shipped a record 754 tonnes last year and expects further growth. Industry players cite matcha scarcity and overseas demand as the primary driver, positioning mugwort as the next green superfood.
よもぎに熱視線 道端の雑草から「ネクスト抹茶」に 空前のブーム到来か…専門農家も（テレビ朝日系（ANN）） - Yahoo!ニュース
Key points
- Osaka mugwort supplier hit 754 tonnes shipped in prior year—record high, with further growth expected this year
- Shibuya Scramble Square mugwort drink shop (opened March 3) draws 70–80% foreign clientele, boosting overseas awareness
- "Next matcha" positioning: industry explicitly pivoting mugwort as green-food substitute due to matcha shortage and glob…
- Mugwort salons exceed 8,000 outlets nationwide; caffeine-free, savory profile appeals to pregnant women and health-consc…
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About this article
What they said
“I believe a mugwort boom will definitely come soon.”
よもぎブームは、近いうち必ず来ると思います
“The matcha shortage talked about since last year is a major factor. Overseas demand for matcha has surged, and mugwort is being spotlighted as the next green ingredient—the 'next matcha'—in that context.”
去年あたりから言われている『抹茶の不足』というのが大きい。海外が抹茶（の需要）が増えていまして、『ネクスト抹茶』というところで『緑の食材』として、次の緑としてよもぎが注目されているのが一つの理由です
The numbers
Mugwort shipment (prior year): 754 tonnes
Mugwort salons nationwide: 8,000+ shops
Foreign customer share at Shibuya shop: 70–80%
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