Now is the Time for a Strict Definition of "Matcha" and a Commitment to Quality
I found a fascinating article in Sa-ron (April 2026 issue, No. 98), the bulletin of the Japan Tea Instructor Association, and would like to quote and discuss it here.
2025 Matcha Exports Reach All-Time High
According to government export statistics, the export of "powdered tea" in 2025 reached 8,717 tons (approx. 1.7x year-on-year) with a value of 60.3 billion yen (approx. 2.2x). These are record-breaking figures, driven by the global Matcha boom.
However, we need to look closer at what exactly is being classified as "powdered tea."
| Region | 2024 Volume (t) | 2024 Value (Yen) | 2024 Avg Price | 2025 Volume (t) | 2025 Value (Yen) | 2025 Avg Price |
|---|---|---|---|---|---|---|
| USA | 2,216 | 12.9 Billion | 5,823 | 3,750 | 25.4 Billion | 6,778 |
|
EU |
784 | 4.9 Billion | 6,275 | 1,445 | 11.9 Billion | 8,200 |
|
ASEAN |
1,062 | 3.8 Billion | 3,643 | 1,600 | 8.0 Billion | 8,032 |
| Total | 5,091 | 27.1 Billion | 15,741 | 8,717 | 60.3 Billion | 6,927 |
(Source: Ministry of Finance Trade Statistics / MAFF Agricultural Affairs Bureau Report: Powdered Tea Export Performance Table)
What is Matcha?
Authentic Matcha refers to tea made from Tencha—leaves that have been shaded to increase umami and processed specifically in Tencha factories.
However, as demand has spiked, there is an increasing trend of using "substitutes" or blends. These include "Aki-ten" (autumn leaves processed like Tencha but without shading) and "Moga" (unshaded leaves processed in standard Sencha factories). Strictly speaking, these are "powdered green teas" and should not be called "Matcha." Yet, because there is no legally strict definition, they are ultimately sold as "Matcha" at the retail level.
At Least Half of "Powdered Tea" is "Fake Matcha"
According to 2024 production data from the Japan Tea Produce Association, the production volume of Aki-ten and Moga is almost equal to that of genuine Tencha (first and second flush).
This suggests that at least half of the tea sold as Matcha is either not Matcha at all, or a blend.
Specifically, the average export price in 2024 was 6,927 yen. When you subtract processing, packaging, and labor costs, the raw leaf cost likely sits in the 3,000-yen range. This price point is impossible to achieve using only genuine first and second-flush Tencha.
2025 Average Price of Tencha (1st & 2nd Flush):
- Kyoto: 12,800 yen
- Fukuoka: 5,300 yen
While data for Kagoshima and Shizuoka (the largest producers) isn't listed, it is highly unlikely that their average price for genuine Tencha would drop below 3,000 yen. For comparison, the price of Kyoto’s Aki-ten in 2025 was 1,800 yen. You can clearly see the massive price gap.
The Surge of Chinese Matcha
Simultaneously, Matcha production in China is exploding. In Tongren City, Guizhou Province—dubbed the "Matcha Capital of China"—annual Tencha production is estimated at 4,000 to 6,000 tons. That is a single city rivaling the production of all of Japan. Xinhua News Agency claims that as of 2025, China's powdered tea production has already surpassed Japan's.
Conclusion
Precisely because we are in this era of expansion, Japanese producers and retailers must prioritize quality. We need to establish clear standards for what constitutes "Matcha" and strictly regulate its distribution. At the very least, we must ensure transparency and traceability by providing consumers with clear information on how their tea was grown, processed, and blended.
