Matcha’s global moment

Japan’s powdered green‑tea exports — the category that includes matcha — reached about 8,798 tonnes in 2024, a 16.1% year‑on‑year increase, with export value at ¥36.4 billion in 2024. (nippon.com) Through January–October 2025 exports surged further to roughly 10,084 tonnes, a 44.1% jump year‑on‑year, and export value had already climbed to ¥53.9 billion by that period. (asahi.com) Tea producers in Uji and other major growing regions are converting fields to shaded tencha (the leaf used to make matcha) and covering crops with black shading cloths to meet demand, a shift documented in reporting on growers’ adaptation. (japannews.yomiuri.co.jp) The United States was the single largest destination for powdered green‑tea exports in recent data, accounting for about ¥10.3 billion of exports, with powdered forms representing roughly 75% of US‑bound green‑tea value. (nippon.com) Market research firms forecast continued expansion: Grand View Research estimated the global matcha market at about $4.3 billion in 2023 with a projection up to $7.43 billion by 2030, signaling sustained commercial demand. (grandviewresearch.com) Culinary outlets show the consumer side of that demand—layered “matcha‑strawberry parfaits” are appearing on blogs and café menus (FoodieMoms), while bakers publish brown‑butter white‑chocolate matcha cookie recipes (Samantha Chen Bakes) and stabilized matcha whipped‑cream frosting guides (BrinleyRecipes) to preserve vivid green color and pipeable texture. (foodiemoms.com) The surge has pushed retail prices and scarcity for premium grades: some specialty tins and high‑grade matcha products are being marketed at thousands of yen per small package as exporters cite record‑setting export values in 2024–2025. (newsonjapan.com)