SW China mountainous county brews global matcha success
Photo of a tea farm in Jiangkou County, southwest China's Guizhou Province. – Xinhua photo
GUIYANG (June 7): In Jiangkou County, nestled in southwest China's mountainous Guizhou Province, a centuries-old tea tradition is fueling a modern global boom.
In 2024, the county's matcha sales exceeded 1,200 tonnes with an output value surpassing 300 million yuan (about US$41.7 million), while its products have been exported to overseas markets including Japan, the United States and France.
As a major matcha-producing country, China is poised to produce over 5,000 tonnes of matcha in 2025.
Notably, Guizhou, leveraging its high-altitude tea farms, low latitude and misty climate, accounts for one quarter of China's national output and exports to more than 40 countries and regions.
Jiangkou County, located at the foot of Guizhou's Unesco-listed Fanjing Mountain, was once a poverty-stricken region but is now a pioneer in the field of matcha production.
This turnaround began in 2017, when cutting-edge matcha industrial technology was introduced to this area.
Led by industry leaders in partnership with allied enterprises and local farmers, this initiative has established a province-wide matcha industrial network in Guizhou – spanning 22 counties and empowering nearly 100,000 tea growers via increased incomes.
The county's tea fields currently cover 160,000 mu (about 10,667 hectares), with 20 per cent dedicated to matcha production.
'We control every step from farming to processing – to ensure premium quality,' said Meng Zude, chairman of Gui Tea Group, a leading tea company that manages the industrial cluster in Jiangkou.
Meng explained that farmers focus on cultivation while allied partners process leaves.
Gui Tea Group then refines leaves into premium matcha. From field to factory, free technical support ensures EU-standard compliance across the supply chain, Meng added.
Jiangkou County has adapted Japanese matcha techniques to local conditions through both collaborations with experts and in-house research and development.
Farmers now implement fertilisation protocols, eco-friendly pest control and precision pruning – critical steps that ensure high-quality tencha leaves.
Four tonnes of matcha have already been exported to Japan in 2025, while another six tonnes are scheduled for shipment to this traditional matcha hub this year, according to Chen Xiaoming, deputy director of Gui Tea's foreign trade business.
'Domestic clients now approach us directly, while Japanese buyers seek raw material supplies,' Chen said, adding that inquiries have grown significantly.
'Matcha isn't just a drink,' said Chen. 'It's a lifestyle China now leads.' – Xinhua
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