For centuries, the Japanese tea ceremony has been a study in mindfulness, a choreographed ritual of silence and precision. But today, that ancient discipline is meeting a modern, global appetite. From the cafes of Helsinki to the wellness hubs of New York and Paris, there is a surging engouement pour le thé vert japonais dans le monde, driven largely by the versatility and perceived health benefits of matcha.
This is not merely a trend in beverage consumption; it is a significant economic shift. In 2024, Japan exported 8,798 tonnes of green tea, marking a 16.1% increase over the previous year and a staggering 250% jump since 2014. The financial value of these exports rose by 24.6% to 36.4 billion yen (approximately 197 million euros), bolstered in part by a weakening yen. By the first eight months of 2025, the export value had already climbed to 38 billion yen.
While traditional leaf tea remains a staple, the real driver of this growth is powder. Matcha and other powdered teas now account for 58% of the total export volume, totaling 5,092 tonnes. This preference is most pronounced in the United States—Japan’s largest importer at 32% of total exports—and across Europe, particularly in Great Britain, which accounts for 16% of the market.
From Shizuoka to the World: A Cultural Convergence
The appetite for matcha is manifesting not just in shipments, but in tourism. In the Shizuoka prefecture, a cornerstone of Japanese tea production, the Tea Museum in Shimada has become a focal point for international visitors. During the 2024 fiscal year (April 2024 to March 2025), the museum welcomed 71,384 visitors. Of these, 7,072 were from abroad—a 40% increase over the previous year and a 280% increase compared to 2019 levels.
Within the museum’s chashitsu (tea room), the experience is visceral. Visitors observe the meticulous preparations of the ceremony while sampling matcha paired with seasonal sweets. For many, the attraction is a blend of aesthetics and wellness. A French visitor noted that matcha is widely appreciated in France specifically as it is viewed as being “so good for the health,” while a tourist from Finland highlighted the existence of a dedicated tea ceremony school in Helsinki.
The Science and Craft of Tencha
Though matcha originated in China over 800 years ago, the specific art of its cultivation and consumption has evolved almost exclusively within the Japanese archipelago. The secret to the vibrant color and intense umami flavor lies in the production of tencha.
Unlike standard green teas, tencha leaves are grown in the shade. This process increases chlorophyll levels, resulting in a deeper green hue and a distinct aroma. After harvesting, the leaves are steamed and dried without being rolled. Stems and veins are removed before the remaining leaf material is ground into a fine powder using either traditional stone mills or mechanical grinders. Because the entire leaf is consumed, matcha retains all the natural nutrients and antioxidants of the tea plant.
To protect this heritage, Japan is moving toward international standardization. The National Agriculture and Food Research Organization (NARO) is working to establish a global definition of matcha to prevent “non-compliant” products from diluting the brand. A significant milestone was reached in April 2022, when the International Organization for Standardization (ISO) published a technical report defining matcha’s cultivation, production methods and history.
Japanese Tea Export Distribution (2024)
| Region | Market Share (%) | Primary Preference |
|---|---|---|
| United States | 32% | Matcha/Powder |
| Southeast Asia | 20% | Mixed |
| Taiwan | 19% | Leaf Tea |
| Great Britain | 16% | Matcha/Powder |
Adapting to a Changing Market
For producers, the global boom is a lifeline in a domestic market where traditional leaf tea consumption is declining in favor of convenient bottled drinks. At Tenryû Aguri Farm near Hamamatsu, producer Ôishi Narumi has invested in new production facilities as of May 2025 to meet the rising demand for high-quality tencha. By focusing on the export market, producers are finding a new way to value the craftsmanship of their ancestors.
Similarly, Ôishi Kenichi of the Ôishi Tea Factory in Yame, Fukuoka, has leveraged his studies in France to bridge the gap between Japanese tradition and international taste. Since beginning exports in 2010, he has expanded his reach to 500 clients across 40 international markets. To better navigate these diverse needs, his company has hired staff from Taiwan, France, Indonesia, and Nepal.
The Industrialization of the Ritual
As matcha moves beyond the tea bowl and into lattes, confectionery, and even beer, technology is attempting to bring the ritual into the home. The company World Matcha has developed an automated machine that mimics the traditional process—grinding leaves in a stone mortar and whisking them with a bamboo-style whisk. Launched in the U.S. In 2020 and Japan in 2021, the machine has been sold in 20 countries, with over 10,000 units moved as of October 2025.
This intersection of tradition and technology is exactly what the Japan External Trade Organization (JETRO) views as a growth engine. The agency continues to identify the international matcha market as having significant potential for further expansion.
Disclaimer: This article provides information on the cultural and economic trends of tea consumption. Please consult a healthcare provider regarding the suitability of green tea or matcha for your specific dietary or medical needs.
As Japan continues to refine its international certification processes and expand its production capabilities, the next major checkpoint will be the full implementation of ISO-aligned certifications for matcha exporters, aiming to standardize quality across global supply chains. We invite you to share your thoughts on the evolution of matcha in the comments below.
