German Tea Buyer Visits Miyazaki Tea Producers as Japan's Matcha Exports Surge

The global matcha boom is reshaping international trade — and nowhere is this more visible right now than in Europe. In March 2026, a buyer from a German tea specialty company traveled to Miyazaki Prefecture in southern Japan to source premium Japanese teas firsthand, signaling the rapid growth of European appetite for authentic Japanese green tea.

JETRO Miyazaki Organizes European Tea Sourcing Tour

The visit was organized by JETRO Miyazaki (Japan External Trade Organization), a Japanese government-backed agency that supports regional food exports. From March 9 through 12, representatives from two German companies toured tea producers in both Miyazaki and neighboring Kagoshima Prefecture — two of Japan's most productive tea-growing regions.

On March 11, a buyer from a German tea specialty shop that wholesales tea throughout Europe visited Hakugendo (白玄堂), a tea producer and retailer based in Miyazaki City. The buyer tasted a selection of locally grown teas — including bancha, hojicha, and Miyazaki-born cultivars — while learning about their distinct flavor profiles and production methods.

Miyazaki Tea Cultivars in the Spotlight

Two locally grown cultivars drew particular attention during the tasting:

• Asatsuyu (あさつゆ) — A naturally sweet, low-astringency cultivar prized for its delicate umami. The name means "morning dew" in Japanese, reflecting its soft, refined character.
• Yamanami (やまなみ) — A cultivar originally developed in Miyazaki Prefecture. Its name means "mountain range," a nod to the highland terrain where it is cultivated.

The German buyer was struck by how different the two teas tasted: "Asatsuyu and Yamanami had completely different flavor profiles. I believe Europeans will appreciate the freshness and individual character of Miyazaki tea."

Naomi Shirao of Hakugendo emphasized the importance of building that appreciation through direct engagement: "Repeated tasting sessions are key to helping buyers discover and fall in love with Miyazaki's unique varieties."

Japanese Tea Terms Explained:
Bancha (番茶) is an everyday-grade Japanese green tea produced from mature leaves harvested later in the growing season — generally more robust and less delicate than premium grades. Hojicha (ほうじ茶) is a roasted Japanese green tea known for its warm, nutty flavor and notably lower caffeine content, making it a popular option on specialty café menus worldwide.

Germany Is Now Japan's Second-Largest Tea Export Market

This sourcing trip reflects a major shift in global Japanese tea trade. According to the Japan Tea Export Promotion Council, approximately 877 tons of Japanese tea were exported to Germany in 2025 — ranking it as the second-largest export destination, just behind the United States.

That figure represents a remarkable positioning for a single European market and signals that demand for Japanese tea — including matcha, sencha, and specialty regional varieties — is accelerating well beyond Asia and North America.

What This Means for U.S. Buyers and Importers

For U.S. cafés, restaurants, and food service buyers, the growing European competition for premium Japanese tea has real implications. As Germany and other European markets deepen their sourcing relationships with Japanese producers, the global pool of available high-quality tea is becoming more competitive. Securing a reliable wholesale partner with established farm connections — especially for specialty grades and regional cultivars — is increasingly valuable.

Miyazaki Prefecture may be less internationally recognized than Uji or Shizuoka, but as this visit demonstrates, its teas are gaining serious attention from international buyers. Exploring what Miyazaki and other emerging Japanese tea regions have to offer could give your business a sourcing edge in the year ahead.

Source: Yahoo! News Japan / UMK Miyazaki News — "世界的な抹茶ブームで日本茶輸出は拡大　ドイツ人バイヤーが宮崎の茶業者を視察" (March 11, 2026)