News article
The Matcha Bubble Captivating the World: A Pioneer Speaks on the Matcha Business Today and Tomorrow
Global demand for matcha has intensified into a supply competition, with overseas buyers acquiring stock directly from producers and low-quality product flooding markets. In response, Japan's agricultural ministry registered tea under geographic indication protection. Nanaya, which pioneered the matcha café model in 2001, has aggressively expanded into North America—opening a flagship Los Angeles store in May that drew 300 overnight queues. While Asia faces oversupply, North…
世界を魅了する抹茶バブル パイオニアが語る抹茶ビジネスの今とこれから - AdverTimes.（アドタイ） by 宣伝会議
Key points
- Nanaya opened matcha café concept in Tokyo (2001); now operating in Asia & North America with 300-person opening-day que…
- Low-quality matcha flooding global market; MAFF enacted GI protection for Japanese tea to defend brand integrity.
- North America expansion faces high regulatory, logistics, and compliance costs but offers strong consumer loyalty vs. ov…
- Planned US openings: Boston (Massachusetts) and Meridian (Idaho) by year-end 2025.
Read the full article at the source ↗
You're reading the free briefing — upgrade to unlock every story and read any full article in English, one click.
About this article
The numbers
Nanaya founding year: 2001
First international store opening: 2012
LA flagship store opening-day queue: ~300 people
Maximum wait time at LA opening: 2 hours
What they said
“Matcha is Japan's espresso”
抹茶こそ日本のエスプレッソでは
“The cost to gain US government approval is tremendous”
米国（政府）から認められるためのコストは、とてつもない
Unlock every story on Matcha Wire.
All articles open, plus read any full article in English in
one click — $75/mo, cancel anytime.
See what you get →
Comments
Create a free account or sign in to join the conversation.
Be the first to comment.