Japan expands matcha production May 15

Japan’s tea-growing regions are shifting more land, equipment and branding toward matcha as overseas demand outpaces supply, according to a May 14 report by Japan Forward. Shizuoka Prefecture, Kagoshima Prefecture and producers in Kyoto are part of that shift, with growers moving away from some sencha output and toward tencha, the leaf used to make matcha. The push comes as exports rise and Chinese producers improve their own matcha quality, adding pressure on Japanese suppliers to defend premium pricing and reputation. (japan-forward.com) Japan Forward reported that tea regions are betting on higher-quality matcha for export markets rather than trying to compete on volume alone. The report said producers are adding processing capacity, converting fields and promoting regional brands as global buyers seek more Japanese powder for drinks, sweets and foodservice. ### Why are tea regions shifting from sencha to tencha now? Japan Forward said the immediate trigger is export demand. Japan’s green tea exports topped ¥72 billion in 2025, more than seven times the level of a decade earlier, and powdered teas such as matcha accounted for more than 80% of that total, the outlet reported. (japan-forward.com) Separately, trade statistics cited by The Straits Times said Japan’s green tea exports exceeded 10,000 tonnes in 2025. The Global Japanese Tea Association said in a February 2026 report that plantations have shrunk by 29% over the past decade even as exports hit a record in 2025. (japan-forward.com) That combination has tightened supplies and pushed more growers to favor tencha, which feeds the higher-margin matcha market. ### Which prefecture is gaining the most ground? Kagoshima Prefecture has emerged as the leading producer of tencha, according to Japan Forward. The report said Kagoshima now accounts for about 40% of Japan’s domestic tencha output, compared with roughly 20% for Kyoto and about 11% for Shizuoka. (japan-forward.com) In 2024, Kagoshima surpassed Shizuoka in aracha production, the crude tea made from freshly harvested leaves, Japan Forward reported. The Global Japanese Tea Association separately said Kagoshima increased crude tea output by 11% to 30,000 tons while Shizuoka’s fell 7% to 24,100 tons in 2025 statistics released by Japan’s agriculture ministry. (gjtea.org) ### What is Shizuoka doing to catch up? In April, Shizuoka Prefecture launched a unified global brand, “JAPAN TEA SHIZUOKA,” according to Japan Forward. Governor Yasutomo Suzuki said at the announcement that the prefecture wanted to promote the value of Shizuoka tea again in Japan and abroad, and designer Kashiwa Sato was brought in to lead the creative work. (japan-forward.com) Shizuoka officials told Japan Forward that the prefecture’s relative decline reflected a slower shift into tencha. A representative from the prefectural government’s tea promotion division said, “We are completely unable to keep up with growing demand,” and the prefecture is now working to convert part of its industry from sencha to tencha production. (japan-forward.com) ### How much of this is about China? An April 13 report by The Asahi Shimbun said Japanese tea merchants and researchers held a blind tasting of roughly 40 matcha samples from Japan and China in Joyo, Kyoto Prefecture. (japan-forward.com) All seven samples that received the highest marks were Japanese, but Chinese matcha appeared repeatedly once rankings moved into the 8-point range, according to Asahi. A veteran Uji tea merchant told Asahi that some of the top-ranked Chinese samples were “honestly a shock.” Japan Forward framed that competition as a reason Japanese producers are emphasizing quality and regional branding while adding capacity. (japan-forward.com) ### What happens next in Japan’s matcha buildout? Shizuoka’s conversion from sencha to tencha and its new export branding campaign are already under way, Japan Forward reported. Kagoshima’s larger mechanized farms remain better positioned to add volume, while Kyoto retains a central role in premium matcha and quality benchmarks, according to Japan Forward and Asahi. (asahi.com) The next test will come in 2026 export and harvest data. Japan’s agriculture ministry maintains a tea export portal and annual export statistics pages, while prefectures including Shizuoka and Kagoshima are using this year’s harvest cycle to expand tencha processing and court overseas buyers. (asahi.com) (maff.go.jp) (japan-forward.com)