Matcha sales experienced a significant uptick, driving overall growth in Japan’s tea exports with a remarkable 34.8% increase. This surge in matcha sales reflects its status as a sought-after beverage ingredient worldwide.
TAIPEI, TAIWAN (ADH News) – While coffee and tea have traditionally held sway as the most popular choices, there has been a notable surge in the introduction of matcha-flavored menus by numerous beverage and dessert establishments in recent years. According to trade statistics from Japan’s Ministry of Finance, tea exports are set to soar by 33.3% in 2023 compared to the previous year, reaching a record high of 29.2 billion yen, marking the fourth consecutive year of record-breaking growth. Notably, “powder tea” varieties, including matcha, experienced a remarkable surge of 46.7%, while other tea categories, such as sencha tea, saw a more modest increase of 5.9%. Export volume also surged by 21.0%, totaling 7,579 tons. The sales of powdered tea, particularly matcha, led to this growth with a significant increase of 34.8%, while other teas rose by 6.7%.
Among export destinations, the United States emerged as the largest importer of Japanese tea, with a remarkable 49.6% increase over the previous year, totaling 15.7 billion yen and accounting for 53.8%. Taiwan secured the second position with a notable 16.8% growth, reaching 2.2 billion yen, while Germany ranked third with a 7.0% share amounting to 1.9 billion yen. Matcha has witnessed the most significant increase in sales volume, indicating its rising popularity among consumers. Matcha-infused products are increasingly prevalent, with many beverage and dessert shops now offering matcha-flavored menus, solidifying matcha’s status as a new consumer favorite.
Matcha has excellent nutritional value and unique flavor and carries Japanese tea ceremony culture, making it popular among many Japanese culture fans. Rising global health awareness and matcha’s health-promoting and nutrient-rich properties will continue to drive market growth. In addition, matcha has a fresh taste and can be added directly to desserts or drinks to create a bright color and rich aroma, giving consumers a sense of surprise and pleasure. Matcha is a natural ingredient or drink and an integral part of Japanese tea ceremony culture. This cultural significance drives consumption and attracts tourists seeking an authentic Japanese tea ceremony experience.
The Beitou Museum in Taiwan is committed to promoting the Japanese tea ceremony. It holds several festive tea parties yearly, including the Spring Tea Party for Girls’ Day, the Iris Tea Party for Men’s Day, the Summer Chinese Valentine’s Day Tea Party, and the Autumn Double Ninth Festival Tea Party. This year’s Men’s Day Iris Tea Party will be held on June 2. The event includes an introduction to Japanese festival customs, explaining and practicing tea ceremony etiquette, enjoying the month’s limited-edition tea kaiseki, freshly brewed matcha, and seasonal wagashi, and taking photos with the festival decorations. Let the participants experience the formal tea party, feel the tea room decoration and atmosphere, and appreciate the aesthetic essence of the tea ceremony.
In addition to the tea ceremony’s overall ritual, the tea room’s environment and layout also show the artistic conception’s subtlety. The tea room is decorated with hanging scrolls corresponding to the seasons, which are the works guests will first appreciate when entering the tea room. “Nanfang Lu” states: The hanging scroll is the most critical tea prop. It can be seen that the hanging scroll is one of the vital tea props that create a tea room atmosphere, and it is also a carefully collected art piece by many tea ceremony enthusiasts.
Le Yu, the publicist of Kasashima Gallery in Osaka, said: Hanging scrolls are an indispensable prop in tea ceremony culture. Common hanging scrolls are primarily paintings and calligraphy of flowers, birds, and landscape. The most popular are Zen monks’ calligraphy, ancient handwriting, or letters written by tea masters. Hanging scrolls not only focus on calligraphy and painting skills but also emphasize the artistic conception and Zen of the content. Many people who love tea ceremonies will collect multiple hanging scrolls and choose suitable ones according to the season to create a mood and atmosphere in the tea room.
By passing on tea ceremony knowledge and etiquette, tea ceremony tea parties make drinking matcha a taste enjoyment and a feast for the soul. Participate in a formal tea ceremony, feel the organizer carefully create a peaceful gathering for the guests, and appreciate the host’s dedication to presenting a bowl of good tea to the tea party guests. People who love Japanese culture must attend this tea party event. Visit the Beitou Museum, taste matcha, and feel the beauty that the tea ceremony brings to life.
