Matcha Gelato Craze in Tokyo: What U.S. Cafés Can Learn from Japan’s Tourist-Fueled Matcha Boom

A recent feature by Tokyo MX's "TOKYO LENS" highlighted how an historic tea shop in Asakusa now attracts mostly international visitors, with roughly 70% of its customers coming from overseas. Their main attraction is matcha gelato, offered in seven intensity levels so guests can choose how rich and bitter-sweet they want their matcha flavor to be.

Foreign tourists from countries such as Thailand, the United States, and Germany described the gelato as very flavorful yet well-balanced in sweetness, with some customers returning to try multiple intensities during a single visit.

Why matcha gelato resonates with tourists

Matcha is a type of Japanese green tea made from shade-grown leaves that are later stone‑milled into a fine powder and whisked directly into hot water. Because the leaves are grown under shade, amino acids such as theanine are preserved, resulting in more umami and sweetness and less astringency in the final cup.

For many visitors, gelato is an accessible way to explore this traditional ingredient:

• It delivers a strong, aromatic matcha experience without the formality of a tea ceremony.
• Clear intensity levels (from light to very strong) make it easy to experiment and build familiarity.
• Social media–friendly visuals (deep green color, multi-scoop combinations) encourage word-of-mouth among travelers.

Export growth and "superfood" positioning

Beyond tourism, Japan's exports of powdered tea including matcha have surged from about 10 billion JPY in 2020 to roughly 27 billion JPY in 2024, nearly tripling in just a few years. According to the Japan Matcha Association, this rapid growth is tied to matcha's positioning as a "superfood," rich in catechins, vitamins, and other nutrients that are consumed in full because the whole leaf is ingested as powder.

Health-conscious consumers overseas, including in the U.S., increasingly view matcha as a functional ingredient to be incorporated into drinks and desserts. In the Tokyo MX coverage, an American visitor specifically mentioned that his daughter asks him to buy matcha because she believes it is healthy, and he now drinks it weekly.

Implications for U.S. cafés and foodservice buyers

For U.S. cafés and foodservice operators importing matcha from Japan, this trend suggests several practical opportunities:

• Featuring matcha gelato, ice cream, or soft‑serve as a flagship menu item can tap into the same tourist‑driven excitement seen in Tokyo's Asakusa district.
• Offering multiple matcha intensity levels (for example "mild," "standard," and "extra rich") helps guests discover their preferred balance of bitterness, umami, and sweetness.
• Framing matcha as both a premium Japanese cultural experience and a modern "superfood" can resonate with customers who care about authenticity and wellness.

Matcha preparation terms that may appear on Japanese tea labels include:

• "Usucha" (薄茶): a lighter, more approachable style of whipped matcha.
• "Koicha" (濃茶): a very thick, dense style used in formal tea gatherings, closer in intensity to the strongest gelato levels.

Cultural experience as added value

The same Tokyo MX segment also covered matcha-making workshops in Asakusa, where international participants learn about matcha history, whisking techniques, and basic tea etiquette. Participants from France and the United States commented that learning the proper method and cultural background made matcha feel more special, and inspired them to prepare it at home.

For overseas businesses, this illustrates that matcha is not only an ingredient but also a cultural story customers are eager to engage with. Menu copy, in‑store signage, or short classes that explain how matcha is grown, milled, and whisked can therefore enhance perceived value and support premium pricing.

Source:
TOKYO MX+ "抹茶ジェラートに外国人が行列！輸出額も急増、世界を魅了する『抹茶』ブームを外国人記者が取材"
https://s.mxtv.jp/tokyomxplus/mx/article/202602050650/detail/