Japan Matcha Market Updates

Japan’s Green Tea Exports Double in 2025: What the Matcha Boom Means for U.S. Cafés

Jan 30 2026

On January 29, Japan's Ministry of Finance announced that the country's green tea export value reached 72.1 billion yen in 2025, almost double the previous year and a record high for the sixth year in a row. This surge is directly tied to the global matcha boom and fast‑growing demand for Japanese tea in key overseas markets such as the United States.

For U.S. cafés and restaurants that rely on imported Japanese matcha, this is not just a headline—it is a clear sign that competition for high‑quality Japanese tea will continue to intensify in 2026 and beyond.

What the new export record actually means

In Japan's trade statistics, "green tea" (Japanese: ryokucha) is an umbrella category that includes both leaf teas like sencha and powdered teas such as matcha. Within this category, matcha and other powdered green teas now account for the majority of export value, driven by lattes, desserts, RTD drinks, and health‑focused products overseas.

The 72.1‑billion‑yen export figure for 2025 represents a 98% year‑on‑year increase, far outpacing the growth of many other Japanese food exports. For context, industry and government data show that Japan's green tea export volume surpassed 10,000 tons in 2025 for the first time in over 70 years, with the United States as the largest single export destination.

Why exports are growing so fast

Several structural trends are behind this rapid growth:

Strong global matcha boom
Overseas consumers increasingly view matcha as a premium, "authentic Japanese" ingredient that offers both flavor and health appeal, pushing cafés and brands to upgrade from generic green tea to real Japanese matcha.
Health and wellness positioning
Matcha is now associated with "clean energy," antioxidants, and sugar‑free indulgence, which fits perfectly with specialty café menus and better‑for‑you beverages.
Weak yen and export promotion
A relatively weak Japanese yen has made high‑quality Japanese tea more price‑competitive in foreign currencies, while government and industry groups have actively promoted tea exports as a strategic growth area.
Shift inside Japan's tea fields
Domestic demand for traditional sencha has been stagnating, and farmers are reallocating fields from sencha to tencha (the shaded leaf used to make matcha) to capture higher export value. This structural shift supports long‑term matcha export growth, but it also reduces the buffer capacity of the overall tea industry when demand spikes.

A quick note on terminology: "green tea" vs. "matcha"

For U.S. buyers, it is important to understand how Japanese statistics use the word "green tea."

Ryokucha (緑茶): General term for Japanese green tea. It covers sencha, gyokuro, bancha, hojicha, and powdered teas including matcha.
Matcha (抹茶): A specific type of shaded Japanese green tea that is stone‑milled into a fine powder and whisked into water, so you drink the entire leaf.

When Japanese government data say "green tea exports doubled," most of the value growth is actually coming from matcha and other powdered teas—not from everyday loose‑leaf sencha alone.

How this affects U.S. cafés and foodservice buyers

For U.S. café and restaurant owners importing Japanese matcha, the record export numbers carry several practical implications for 2026 purchasing and menu planning:

Rising competition for premium grades
As more markets compete for limited high‑grade tencha, top ceremonial and high‑end café grades will remain tight, especially from famous regions like Uji and parts of Kyushu. Buyers who wait until peak season to secure volume may find their preferred grades already allocated.
Ongoing upward pressure on prices
Export value growth, combined with reports of higher auction prices and production constraints in key regions, suggests that average FOB prices for quality matcha are unlikely to return to pre‑boom levels in the near term.
Greater importance of origin transparency
With export numbers climbing, more "matcha‑style" products from outside Japan are entering the market. U.S. consumers increasingly ask whether a "Japanese matcha latte" is truly made with Japanese‑origin matcha, so clear labeling of origin and region is becoming a competitive advantage.
Need for longer‑term purchasing strategies
Record exports mean that spot‑buying based only on short‑term price may become riskier, especially for signature drinks that require consistent color and flavor. Building annual or semi‑annual contracts with trusted Japanese suppliers is now a key risk‑management step rather than a luxury.

Practical steps for U.S. buyers in 2026

To adapt to Japan's rapidly growing green tea exports and the global matcha boom, U.S. cafés and F&B buyers can:

Secure forecast‑based volumes
Share realistic 6–12‑month usage forecasts with your supplier so they can reserve tencha and matcha lots ahead of time, instead of relying solely on ad‑hoc orders during busy periods.
Diversify within Japan, not away from it
Consider using different Japanese regions or grades for different menu items—e.g., a brighter, more premium matcha for straight lattes, and a slightly more robust grade for frappes or baked goods—while keeping all products authentically "Product of Japan."
Educate staff on Japanese tea terms
Train baristas and purchasing teams on basic Japanese tea terminology—such as matcha, sencha, and tencha—so they can better understand supplier offers and explain menu choices to customers.
Communicate origin and quality to guests
Use menus, social media, and in‑store signage to highlight that your matcha is sourced directly from Japan, and explain what makes Japanese matcha distinct in terms of cultivation, shading, and milling.

As Japan's green tea exports continue to break records, access to genuine Japanese matcha remains possible—but it increasingly favors buyers who plan ahead, understand the structure of Japan's tea industry, and partner closely with suppliers on both quality and volume.