New Research from Japan: Can Matcha Alleviate Sneezing and Hay Fever?

New Discovery: Matcha May Suppress the Sneezing Reflex

For cafe owners, restaurant operators, and purchasing managers in the United States, Japanese matcha is already highly valued for its vibrant color, rich flavor, and established health benefits. Recently, a groundbreaking study from Japan has introduced a surprising new functional benefit: drinking matcha may help suppress sneezing associated with allergic rhinitis, commonly known as hay fever.

A joint research group, including Associate Professor Shin-ichi Sekizawa from the University of Tokyo and researchers from Hiroshima University and other institutions, investigated the effects of matcha on a murine (mouse) model of allergic rhinitis. The study, which was published in the Nature portfolio journal npj Science of Food, found that administering matcha significantly reduced the allergen-induced sneezing response.

How It Works: Targeting the Brain's Sneezing Reflex

Interestingly, the researchers discovered that the mechanism behind this benefit is entirely different from standard allergy treatments. The study showed that matcha does not significantly alter major immune markers—such as IgE antibodies, mast cells, or T cell reactions—which are typically responsible for triggering allergic responses. Furthermore, drinking matcha did not cause any major changes to the distribution of intestinal bacteria.

Instead, matcha appears to directly weaken the neural activity in the brain's sneezing reflex pathways. When the sneezing reflex was triggered by histamine (a chemical that directly causes allergic symptoms like sneezing and runny noses), the neural activity was noticeably reduced by the administration of matcha. In simpler terms, matcha helps "dial down" the brain's urge to sneeze rather than altering the immune system itself.

What This Means for US Cafes and Buyers

As a business owner or buyer importing matcha from Japan, this scientific discovery provides a compelling new marketing angle. With a significant portion of the population suffering from seasonal allergies, promoting matcha's potential soothing effects on sneezing could attract health-conscious consumers. Offering "allergy-season matcha lattes" or spring wellness beverages could be a strategic way to boost sales and provide natural comfort to your customers.

(Note on Japanese Tea: Matcha is a traditional Japanese green tea made by grinding specially grown tea leaves into a fine powder. Because it is consumed entirely rather than steeped and discarded, drinking matcha allows you to ingest its beneficial components in the most efficient way possible.)

By continuing to source authentic, high-quality matcha from Japan, you are providing your customers with a beverage that not only tastes exceptional but may also offer unique, scientifically backed relief during allergy seasons.

Sources

University of Tokyo, Graduate School of Agricultural and Life Sciences (March 23, 2026):
https://www.a.u-tokyo.ac.jp/topics/topics_20260323-1.html

Ogata S, Uda N, Miura K, et al. "Matcha alleviates sneezing response in a murine model of allergic rhinitis." npj Science of Food (2026).
DOI: 10.1038/s41538-026-00777-9