Japan's Matcha Exports to Thailand Triple: What U.S. Cafés Need to Know

Japan's matcha exports to Thailand are surging as Bangkok's matcha café scene rapidly expands, creating important signals for U.S. cafés importing Japanese matcha.

Thailand's Matcha Boom

• A recent TV report from Bangkok shows a sharp increase in specialty matcha cafés, where younger consumers choose matcha over coffee for perceived health benefits such as antioxidants and "cleaner energy."
• According to the same report, Japan's exports of matcha-related products to Thailand have tripled year-on-year, driven by café beverages, desserts, and social media–driven matcha trends.

Rising Global Demand for Japanese Matcha

• Export data indicate that Japan's total matcha exports reached roughly 5,000 tons in 2024, with export value around 185 million USD, and year-on-year growth close to 20% by volume and over 25% by value.
• Separate coverage on Japan's green tea exports notes that export values for matcha and green tea are hitting record highs, supported by global wellness trends and inbound tourism buying high-grade Uji and Yame matcha.

Position of the U.S. Market

• The United States remains the largest overseas market for Japanese matcha, accounting for the highest share of Japan's matcha export value, ahead of European and Southeast Asian destinations.
• U.S. tea import data for 2024–25 show that Japan leads by value in the U.S. green tea segment because of premium products such as matcha, sencha, and gyokuro used by specialty cafés and wellness-focused businesses.

What This Means for U.S. Cafés

• As Thailand and other Asian markets absorb more Japanese matcha, competition for high-quality tencha and premium grades is likely to increase, which can affect availability and pricing for U.S. buyers over the medium term.
• For U.S. cafés and restaurants planning 2025–2026 menus, securing reliable Japanese supply chains, locking in contracts, and differentiating with origin-specific matcha (for example, Uji or Yame) will become increasingly important to maintain stable costs and consistent flavor profiles.

Japanese Terms Mentioned

• Matcha (抹茶): Stone-milled powdered green tea made from shade-grown leaves, whisked directly into water or milk so that the whole leaf is consumed.
• Yame (八女): A tea-producing area in Fukuoka Prefecture known for high-quality, umami-rich gyokuro and matcha, which is particularly popular among overseas visitors and tea buyers.

Source:
RKB毎日放送「『コーヒーより抹茶　健康に良い』タイ・バンコクで抹茶カフェが急増　日本からの輸出額は前年比3倍に」(Yahoo!ニュース経由)
https://news.yahoo.co.jp/articles/a092b9740ee978bc45d41833bcae45a11dfcc3d4