Matcha, a finely ground powder of green tea, has become a global phenomenon. Once central to Japan’s tea ceremony, it is now widely used in lattes, cakes, chocolate, and ice cream. Japanese government data showed that production of tencha, the leaf processed into matcha, increased from 1,452 tons in 2008 to 4,176 tons in 2023. Over the last decade, Japan’s tea exports more than doubled, with the United States purchasing about one-third, mostly as matcha. The agricultural ministry has provided farmers with financial aid, new equipment, and soil support to help them switch from sencha, regular green tea, to matcha. Officials stated that Japan must protect its reputation as the origin of matcha, while China and Southeast Asia expand their own production. Concerns remain about aging farmers and labor shortages, which could cause supply problems in the future.

Experts explained that matcha’s versatility and health benefits support its growing momentum. Minoru Handa, head of Tokyo Handa-en, a tea store founded in 1815, said that powdered tea can be easily used in drinks and desserts, making it attractive to consumers influenced by health trends and Japanese culture. The Global Japanese Tea Association recommended using lower-grade matcha in flavored drinks while reserving high-quality powder for ceremonial use. Tea ceremony practitioners expressed surprise at commercialization but hoped renewed attention might strengthen interest in “sado,” the way of tea. Matcha today represents both Zen-like cultural tradition and valuable international trade.