News article
Japanese Matcha in the Global Price Competition
Japanese green tea exports reached 12,600 tonnes last year, triple the figure from a decade ago, but domestic matcha prices have surged. Kagoshima became Japan's largest tea region in 2024, now supplying 40% of the nation's tencha (the shade-grown precursor to matcha). While global demand accelerates, traditional Japanese tea consumption has halved from 527 grams per capita in 1970 to 233 grams in 2024, and tea-garden area is forecast to shrink 31% between 2005 and 2025 as fa…
価格競争における日本の抹茶 - Vietnam.vn
Key points
- Japanese green-tea exports reached 12,600 tonnes last year, triple the 2014 level; prices have surged sharply.
- Kagoshima prefecture became Japan's largest tea region in 2024, now supplying ~40% of domestic tencha production.
- Per-capita Japanese tea consumption fell from 527 g (1970) to 233 g (2024); tea-garden area forecast to shrink 31% by 20…
- China produces ~70% of global matcha; Japanese producers face rising pressure to compete on quality and terroir rather t…
- Market likely to bifurcate: bulk commodity matcha from low-cost producers versus premium single-origin Japanese matcha e…
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About this article
The numbers
Japanese green-tea export volume: 12,600 tonnes
Kagoshima tencha supply share: ~40%
Per-capita tea-leaf consumption (Japan): 233 g
Tea-garden area contraction forecast: 31%
What they said
“As consumers develop a deeper understanding of matcha and learn to discern quality, the market may follow the same trajectory as the coffee market.”
消費者が抹茶についてより深く理解し、品質を見極められるようになるにつれ、市場はコーヒー市場と同様の道を辿る可能性があります。
“As supply from other countries continues to rise, Japanese matcha's standing will increasingly depend on quality, origin, and the reputation built over centuries—rather than scarcity alone.”
他国からの供給が増加し続けるにつれ、日本の抹茶の地位は希少性よりも、品質、産地、そして長年にわたって築き上げてきた評判にますます左右されるようになるだろう。
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