Miyazaki Shincha Hits Record-High Price at 2026 First Auction — Global Matcha Boom Reshapes Japan's Tea Market

On April 14, 2026, the first shincha (新茶, "new tea" — the earliest harvest of Japanese green tea each year) auction of the season was held in Miyazaki City, Miyazaki Prefecture. The average trading price reached a record high of ¥8,583 per kilogram (approximately $54 USD), underscoring a dramatic shift in Japan's tea industry driven by the global matcha boom.

What Happened at the Miyazaki Shincha Auction?

Producers and traders gathered at the auction, where 17 lots of aracha (荒茶, "crude tea" — unrefined tea leaves before final processing into sencha or other finished products) were presented for bidding. Buyers evaluated each lot by checking aroma and flavor before placing their bids.

According to a reporter on site, this year's tea was praised for its excellent taste and aroma. Favorable weather conditions during the growing season — with minimal frost damage — contributed to a high-quality harvest with rich umami content, vibrant color, and aromatic depth.

Kawagoe Takaomi, the head of the JA Miyazaki Tea Division, expressed his satisfaction, encouraging consumers to brew this year's shincha at home using a traditional kyusu (急須, a Japanese teapot designed for steeping green tea).

Why Did Prices Hit a Record High?

The record-high average price is largely attributed to a decline in sencha production. As the worldwide appetite for matcha continues to surge, more and more Japanese tea farmers are converting their fields to produce tencha (碾茶, shade-grown tea leaves that are stone-ground into matcha powder). This shift away from sencha has reduced its supply, pushing auction prices upward.

This trend is not unique to Miyazaki. Across Japan's major tea-producing regions, the economics strongly favor matcha production. In Kyoto, for example, the average producer price for machine-harvested tencha was reported at ¥14,141/kg (~$89 USD), compared to just ¥4,482/kg (~$28 USD) for sencha — making the switch to matcha production a financially compelling choice for growers.

What This Means for U.S. Importers and Buyers

For café owners, restaurant operators, and procurement managers in the United States who source Japanese green tea, this auction result signals several important developments:

• Sencha supply is tightening. As farmers prioritize tencha for matcha, the availability of high-quality sencha is expected to continue declining. Buyers who rely on Japanese sencha should consider securing supply early.
• Matcha production capacity is expanding. The shift toward tencha cultivation means more matcha will be produced, but strong global demand may keep prices firm rather than driving them down significantly.
• Quality remains strong. Despite industry shifts, Japan's 2026 first-flush tea crop is reported to be excellent in quality, offering a great opportunity for importers looking for premium seasonal products.

Miyazaki's 2026 shincha is expected to hit store shelves starting this weekend. As the Japanese tea landscape continues to evolve under the influence of the matcha boom, staying informed about auction results and production trends is essential for making smart sourcing decisions.

Source

MRT Miyazaki Broadcasting (MRT宮崎放送), "宮崎県内産の新茶　今年初の入札会で過去最高値　背景には世界的抹茶ブームが・・・," Yahoo! News Japan, April 14, 2026.
https://news.yahoo.co.jp/articles/61bad1b88b864aa7d5f21f2b891f6b956106f30c