Japan Matcha Market Updates

Shizuoka Matcha Goes Global: Japan Expo Thailand Spotlights "Fuji Matcha" as Japanese Tea Exports Hit Record Highs

Mar 02 2026

Shizuoka Matcha Takes the Stage in Bangkok — and the World Is Watching

Japan's matcha boom shows no signs of slowing. From February 6–8, 2026, the 11th edition of Japan Expo Thailand drew over 830,000 visitors to a Bangkok shopping mall, making it the largest event in the expo's history. Among the most buzzed-about booths: a dedicated display of Shizuoka-grown matcha, powered by a bold new brand called Fuji Matcha.

What Is "Fuji Matcha"?

Fuji Matcha (富士山抹茶) is an organic matcha brand developed by EN., a regional revitalization company based in Fuji City, Shizuoka Prefecture. The matcha is grown using organic farming practices on tea fields that spread across the foothills of Mount Fuji.

At the Japan Expo booth, EN. offered three varieties of tea leaves — including the classic Yabukita cultivar — along with matcha cream-based confections. Visitors praised the tea for its pronounced umami and natural sweetness.

"By establishing Fuji Matcha as a recognized brand worldwide, I believe we can help revive the sencha and hojicha producers in the same region. That's what motivates us to keep pushing into global markets."
— Yoshinori Osaka, President, EN.

Yabukita (やぶきた) is Japan's most widely cultivated tea variety, accounting for the majority of domestic tea production. It is known for its balanced flavor, moderate astringency, and fresh green aroma — qualities that translate well into high-grade matcha.

Thailand: Asia's #1 Importer of Japanese Tea

Thailand has rapidly emerged as a dominant force in Japanese tea trade. In 2025, Thailand's imports of Japanese tea surpassed ¥2.6 billion — nearly triple the previous year's figure — making Thailand the largest importer of Japanese tea in all of Asia.

This surge reflects a broader lifestyle trend: matcha lattes, matcha sweets, and matcha-tapioca hybrid drinks have taken hold across Thai cafes, convenience stores, and street tea stands. With approximately 1.23 million Thai tourists visiting Japan in 2025 — the highest number from any Southeast Asian country — consumer familiarity with authentic Japanese matcha has never been stronger.

Japan's Green Tea Exports Hit a 70-Year High in 2025

The numbers speak for themselves. According to Japan's Ministry of Finance, total Japanese green tea exports (including matcha) reached 12,612 metric tons in 2025 — up roughly 3,800 tons from 2024 and three times the volume exported a decade ago. This marks the highest export level in over 70 years.

Export value also surged, with the United States remaining the single largest market, followed by Taiwan, Thailand, and Germany. Powdered green tea — primarily matcha — accounts for approximately 80% of Japan's total green tea export value, cementing its position as the undisputed driver of the industry's global expansion.

Shizuoka at a Crossroads — and Fighting Back

For decades, Shizuoka Prefecture was synonymous with Japanese tea. But the region is now navigating a significant transition. In 2025, Shizuoka lost its long-held title as Japan's top producer of aracha (荒茶, roughly processed tea before final grading) to Kagoshima Prefecture. Tea harvest areas in Shizuoka have dropped by 36%, and small plot sizes make it difficult for local producers to scale up quickly.

In response, Shizuoka's prefectural government launched a strategic base development plan in 2024, supporting around 50 tea factories focused on export-oriented production. The plan prioritizes a shift from sencha (steamed loose-leaf green tea) to tencha — the shade-grown, unrolled leaf that is stone-ground into matcha — with a strong emphasis on organic certification, which commands a premium in overseas markets.

Tencha (てん茶) refers to the specially processed tea leaves that serve as the raw material for matcha. Unlike sencha, tencha leaves are shaded before harvest to boost chlorophyll and amino acids, then steamed and dried flat without rolling. They are later ground into the fine powder known as matcha.

What This Means for U.S. Matcha Buyers

If you source matcha for your café, restaurant, or food service operation in the United States, the trends unfolding in Asia are directly relevant to your business:

Supply tightness is real. With global demand outpacing production growth, securing reliable supply from established Japanese producers is increasingly competitive. Lead times and minimum order requirements are tightening.
Organic matcha is in high demand. Shizuoka's push toward organic tencha production aligns with U.S. market preferences. Organic-certified Shizuoka matcha is among the most sought-after grades for specialty cafes.
Origin storytelling matters. The success of "Fuji Matcha" as a branded, place-based identity — tied to Mount Fuji and organic farming — demonstrates the growing consumer appetite for provenance and authenticity. U.S. menus that highlight origin and grade tend to command stronger pricing and customer loyalty.
The global matcha market is now valued at approximately $4.2 billion, and U.S. cafes sit at the center of this growth. Differentiating with high-quality, traceable Japanese matcha is a clear competitive advantage.

At Matcha Wholesale Japan, we work directly with producers in Shizuoka and other major tea-growing regions to bring you ceremonial and culinary-grade matcha with full traceability. As global demand intensifies, having a trusted import partner matters more than ever.

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