News article
Crisis in Japanese Tea Cultivation Behind the Matcha Bubble
Kagoshima tencha prices jumped 2.3x YoY, but organic pioneer Nishi Tea warns the bubble erodes quality and farmer differentiation.
抹茶バブルの裏で進む「日本の茶栽培」の危機 - ニューズウィーク日本版
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About this article
The numbers
Kagoshima first-flush tencha avg price: 2.3x prior year
Nishi Tea affiliated tea field area: approx. 60 hectares
2025 green tea (incl. matcha) exports: approx. ¥72.1 billion
The Matcha Tokyo cafe network: 8 domestic / 56 overseas stores
What they said
“If prices keep surging on the boom, buyers will walk away and quality will become uneven.”
ブームに乗って価格が高騰していけば、買い手離れが起き、品質にもばらつきが出る
“Passing the craft to the next generation is what sustainability means.”
次世代につなぐことがサステナビリティ
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