News article
Japan's Green Tea Exports Surge to ¥72.09 Billion; Matcha Shifts from Niche to Mainstream in Overseas Markets
Japan's green tea exports reached 720.9 billion yen in 2025, nearly doubling from the prior year, with the United States accounting for 293.4 billion yen and demand distributed across Germany, the UK, Thailand, and the EU. Matcha, once a niche product for Japan-culture enthusiasts, has entered a mainstream adoption phase in overseas markets—particularly in ASEAN—where it now appears as a regular café offering and supermarket product rather than a specialty item. This shift fr…
抹茶を海外で売るには？輸出市場・成功事例・規制・販路開拓を解説「水元健太のどこでも自由に働ける英語力を手に入れよう！」 - 福井新聞社
Key points
- Japan's 2025 green tea exports reached 720.9 billion yen, up 98.2% YoY; US led with 293.4 billion yen; Germany 57.6 bill…
- April 2026 single-month tea exports: 86.8 billion yen; EU shipments 137.3% higher YoY; powder tea (matcha-type) driving…
- ASEAN matcha market transitioning from novelty/niche to mainstream—now stocked in supermarkets and standard café menus.
- Sustained export growth requires market-aligned product design: pricing, quality, volume, packaging, and supply-chain st…
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About this article
The numbers
Japan green tea exports 2025: ¥72.09 billion
US green tea imports 2025: ¥29.34 billion
Germany green tea imports 2025: ¥5.76 billion
UK green tea imports 2025: ¥4.68 billion
What they said
“Transitioning from a boom phase to genuine mainstream adoption”
「ブームを経て本格的な普及段階に移行する」
“Rather than selling a novelty product once, companies must engineer a sustained seller that accounts for price, quality, volume, end-use, and logistics.”
珍しいものを一度売るだけではなく、価格、品質、容量、用途、物流まで含めて「継続して売れる商品」にする必要が出てきます。
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