Japan Matcha Market Updates

Japan Tea Exports Top 10,000 Tons as Matcha Boom Accelerates U.S. Demand

Dec 19 2025

Japan’s tea exports have passed a historic milestone, topping 10,000 tons for the first time in 71 years, driven by a global matcha boom. For U.S. cafés and restaurants importing Japanese matcha, this trend matters because it can affect availability, lead times, and sourcing strategy—not just “buzz.”

Japan tea exports hit 10,000 tons

According to Japanese reporting based on government and industry data, Japan’s tea export volume reached 10,084 tons in January–October 2025, up about 44% year-on-year. The same reporting notes this is the first time since 1954 that annual exports exceeded the 10,000-ton level.

Longer-term coverage also points to a structural shift: export value for Japanese green tea has expanded dramatically over the past decade-plus, while domestic production has been under pressure due to aging growers and weaker at-home consumption. The result is a market where export demand (especially matcha-related demand) increasingly influences what gets planted, processed, and prioritized.

Matcha boom is the driver

In the latest export surge, matcha is widely described as the main engine—especially for beverage use such as matcha lattes and other foodservice applications. In multiple reports, Japan’s strategy to grow tea exports is closely tied to higher-value products, with matcha frequently highlighted as a key category.

For buyers, the key takeaway is that “tea exports” is not just about traditional leaf tea; it increasingly reflects demand for matcha supply chains and matcha-grade raw material. This can tighten certain segments of supply, particularly for popular flavor profiles, consistent color targets, or specific origins.

U.S. is the top destination

The United States is now Japan’s largest destination for tea exports, with reporting indicating roughly 3,497 tons shipped to the U.S. during the January–October 2025 period. That scale makes the U.S. market especially important for Japanese producers deciding how much capacity to allocate toward export-oriented tea and matcha production.

Other key destinations include markets such as Taiwan, Germany, Singapore, Canada, and Hong Kong, but the U.S. stands out for the size of demand and the influence of café and restaurant beverage programs. For U.S. buyers, this also means competition for consistent lots may intensify as more operators add or expand matcha menus.

What U.S. café buyers should do

A new export record is a positive sign for category momentum, but it can also be an early indicator of tighter availability for certain grades and specifications. When domestic production is declining while export pull is rising, buyers may see more frequent price revisions, longer replenishment cycles, or allocation behavior—especially in peak seasonal demand windows.

Forecast earlier: Share realistic monthly usage (in kg) and expected growth so suppliers can plan production windows.
Build spec flexibility: Define acceptable ranges (color/aroma/bitterness) and keep a “house latte matcha” option alongside a premium tier.
Plan for lead times: Matcha programs scale smoothly when purchasing schedules align with production and export cycles.

Quick glossary (Japan)

Tencha (碾茶) is the shaded tea leaf that becomes the raw material for matcha. Matcha (抹茶) is made by drying tencha and then milling it into a fine powder (often with stone mills for premium grades).

Sencha (煎茶) is a mainstream Japanese green tea that is typically steamed and rolled, and it follows a different processing flow from tencha/matcha. These production differences are one reason supply cannot always “switch instantly” when global demand surges.