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All-Japan Initiative for Sustainable Japanese Tea Production Launched; Japanese Tea GI Promotion Committee Established

The Japanese Tea GI Promotion Committee was established on August 27 to unite producers, distributors, exporters, regional bodies, and tea companies behind sustainable production and domestic demand recovery. Domestic leaf tea demand is weak while matcha exports surge overseas, driving conversion from sencha to tencha production; this has raised sencha prices and opened the market to cheaper imported green tea. The committee will deploy the Japanese Tea GI mark to expand cons…

食品新聞 ·

日本茶の持続可能な生産へオールジャパンの取り組み始動 日本茶GI推進委員会が設立 日本茶GI応援アンバサダーに有村架純さん（食品新聞） - Yahoo!ニュース

All-Japan Initiative for Sustainable Japanese Tea Production Launched; Japanese Tea GI Promotion Committee Established
Photograph: 食品新聞
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Key points
  • Japanese Tea GI Promotion Committee formed August 27, uniting entire supply chain to address production sustainability a…
  • Sencha production falling as producers shift to tencha for high-value matcha export; sencha prices climbing and imported…
  • Shizuoka and Kagoshima sencha, fukamushi, and other grades holding elevated prices YoY; autumn–winter grades moderating…
  • Committee will use Japanese Tea GI mark across price tiers to recover domestic consumption and sustain producer margins.

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About this article

The numbers
Japanese Tea GI Promotion Committee establishment date: August 27
What they said
“Each producing region faces distinct challenges. By overcoming these while exports are expanding globally, we launched the Japanese Tea GI Promotion Committee to advance the GI as an all-Japan initiative.”
様々な課題が各産地にある。そのことを克服しながら、対外的に（輸出が）進んでいるこの時期に、日本茶GIをオールジャパンの取り組みとして進めていこうという思いで日本茶GI推進委員会が発足した
“High prices for Japanese tea are not desirable. The backlash narrows the consumer base. Fundamentally, we want a broad domestic audience to enjoy Japanese tea as an accessible daily beverage.”
（日本茶の）価格が高いというのは決していいことではない。その反動で消費の裾野が減ってしまう。基本は国内でいろいろな方たちに身近に日本茶を楽しんでいただきたい。
📍 National📍 Shizuoka Market & TradeMatchaPolicy
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