Latest news with #greenTea
NHK
11 hours ago
- Business
- NHK
Matcha tea maker from Kagoshima taps new markets in US
Matcha green tea is extending its fan base beyond Japan. An ambitious producer in the country's southwest is making a pitch for the locally-produced beverage in the United States. The president of Kagoshima Seicha tea company, Mori Hiroyuki, was in Washington last weekend. He attended an event at the Japanese ambassador's residence. US government officials were among those lining up to sample a cocktail he offered. It was made from matcha powder and shochu, a Japanese spirit. One guest had high praise for the drink. "This is really good," she said, "It's like it's such an unusual taste. And with the tea and the spirit, the Japanese spirit, it's really good." Mori aims to raise consumer awareness of the tea product. "I hope to raise the brand value of Kagoshima tea when demand for matcha green tea is surging," he said. The company is based in Kagoshima Prefecture, a main hub for unrefined tea. It overtook Shizuoka as the top producer last year. But prices for the Kagoshima variety have not risen as expected because it is still not as widely known as brands from Shizuoka or Kyoto.
BBC News
4 days ago
- BBC News
Who drank all the matcha? How tourism drained a Japanese town
In Uji, Japan's historic matcha capital, demand for premium green tea is outpacing supply. As tourists scramble for tins, locals fear that tradition may be getting diluted. 10:00 is an important time in Uji, Japan. It's when the matcha shops open. The town is just a half hour train ride from Kyoto and is world-renowned for matcha, the pulverised green tea traditionally frothed with hot water. Just before the hour, I stroll off the subway and head straight to nearby Nakamura Tokichi Honten; once the supplier of tea to the emperor and now arguably the most prestigious matcha purveyor in Japan. I've heard securing a table at their cafe can be difficult, so I grow nervous as two girls scamper ahead of me. The cafe hasn't officially opened yet, so I grab a numbered ticket to reserve a spot. Somehow there are already 35 people ahead of me in line. While I wait, I stroll through the shop and browse the many matcha products lining the shelves – ice creams, confections, even matcha-infused noodles. But I'm looking for some of the actual stuff: matcha powder. I notice a lady with a basket full of green tins, and a commotion breaks out in the corner. A diminutive Japanese store worker tries to restock a shelf, but she barely places a tin down before it is eagerly snatched up in the throng of tourists. She is swarmed on all sides by grabby arms, and some people even reach directly into her basket to snag canisters of the precious powder. She yells out in Japanese, but her message is lost on the foreign ears surrounding her. Realising these are the few matcha tins left in the shop, I reach into the crowd to wrap my fingers around a white canister. Someone grabs my hand, then grunts and lets go. A second later, a tall woman with an American accent yells out, "It's gone. All the matcha's gone." My guess is that it's not past 10:05. I join the queue to pay for my 30g tin, not knowing exactly what I've grabbed or how much it costs. I surmise that I didn't get the more potent of matchas, as others have tins of varying shades of green. I watch enviously as a man in the front of the line has 30 or so tins sealed in a tax-free plastic bag. In a German accent he says, "I can't believe I just spent 250 euros on tea." He seems proud. Unlike many of the other prestigious tea purveyors in Uji, Nakamura Tokichi has not imposed a limit on the number of matcha tins visitors can buy. I spend the rest of the morning wandering around town, picking up whatever is still available here and there. Tsujirihei Honten, another prestigious brand established in 1860, advertises 20 or so types of matcha, but only has three or four varieties on offer. Even with a purchase limit, most of the stores in Uji, the matcha capital of the world, are sold out. Rich with antioxidants and with a more tempered caffeine boost, matcha has seen skyrocketing demand around the world. Japan's Ministry of Agriculture, Forestry and Fisheries reports that 4,176 tons of matcha were produced in 2023, a threefold increase since 2010. Ballooning in parallel is Japan's tourism industry: 2024 saw nearly 37 million tourists, a record high. Market reports show that the beverage's popularity is largely attributed to its health benefits, and the grinch-green drinks and desserts also play well on social media. There's no singular grading system for matcha, but many shops will broadly categorise their powders as ceremonial, premium or culinary. Ceremonial matchas are typically made from the newest leaves of the season and are valued for their rich, almost umami flavour, with no bitterness. On the other end of the matcha-tasting spectrum is culinary matcha, which tends to be coarser and has a slight bitter taste – better suited for saccharine confections. Falling in between the two are premium or daily use grades, which are versatile in use. Tomomi Hisaki, general manager at the Tsujirihei flagship store, says that international visitors have a particular proclivity for top-grade ceremonial matchas and often buy stashes in bulk. But she says supply cannot keep up with demand. "High-grade Uji matcha is not something that can be mass-produced in the first place," she says. For one, tea leaves destined for ceremonial matcha are grown in the shade, as the darkness produces a richer, more umami and astringent flavour. "However, if you cover it, it will not be able to photosynthesize, so it will not grow, and the harvest will be small," she says. Another bottleneck in production, Hisaki explains, is the traditional stone mills. These mills produce a particularly fine powder, but each mill can only yield about 400g of tea after eight hours – enough for 13 tins. Matcha production could be boosted by planting more tea farms, Hisaki says, but it would take years for current investments to reach store shelves. This scarcity of Uji-made ceremonial matcha fosters a sense of exclusivity, which further fuels the zeal of tourists. Hisaki says that since the start of the year, their store will sell a month's supply of matcha powder in a single day. And if the frenzy continues, she says, tea ceremony instructors, temples and shrines could have difficulty securing supply. "We have heard reports of ceremonial matcha being used for lattes and smoothies, which can reduce the availability of high-quality matcha for those who wish to enjoy it in its traditional form," says Simona Suzuki, president of the Global Japanese Tea Association. "Our hope is that foreign tourists will consider the intended use when purchasing matcha." I kept thinking back to the man at the front of the line and those like him, hoarding hundreds of dollars' worth of matcha. What could one possibly do with so much of the finest quality tea? I don't know that man, but I suspect he wasn't buying the matcha for tea ceremonies. I suspect that like me, he and the folks back home enjoy diluting the beverage with milk and sugar in the form of a matcha latte, maybe even baking a batch of cookies. I also suspect that most folks, like me, don't have a refined enough palate to distinguish between the top tiers of matcha. Plus, the grassy green product loses its freshness after sitting in a pantry for months. Yet I see that when we're hundreds of miles from home and the opportunity arises, it can be all too tempting to drop our polite inhibitions and allow greed to overtake our graces. How many tins would I have taken, given the opportunity? "I think it's wonderful that the matcha of Japan is spreading," says Hisaki, "I would like more people to enjoy it for health, tea ceremonies and cultural inheritance." But she urges visitors not to hoard supplies for resale. More like this:• The women saving Japan's vanishing cuisine• The eight Asian sauces to keep in your pantry• How the bullet train transformed Japan Shopping in Uji became more stressful than I anticipated, as I spent my time wondering if I should be trying to snag the last remaining tins of matcha in town. But even if visitors miss out on taking home a stash of ceremonial matcha, there's no shortage of other products to enjoy. Suzuki hopes that travellers will turn an eye toward other teas such as vibrant senchas or earthy gyokuros. There's also hojicha, the roasted cousin to matcha that tastes more of nuts and chocolate than chlorophyll, and – in my opinion – tastier than matcha. Despite the shortage of matcha powder, Uji is still like a tea-themed park with an endless diversity of products. At Nakamura Tokichi I order a tea-infused soba noodle and matcha parfait, and from souvenir shops I purchase matcha fettuccine and curry. Eateries dish up matcha gyozas, takoyaki and ramen. At Tsujirihei, I purchase a bag of sweetened matcha powder, a product designed to be easily dissolved in water – ideal for matcha lattes or other sweet drinks. I'm sipping on this sort of instant matcha latte now, enlivened by its verdant greenness and soothed by its warmth. Sure, this drink wasn't served to the emperor, but it suits my purposes just fine. -- For more Travel stories from the BBC, follow us on Facebook, X and Instagram.
News.com.au
30-05-2025
- Business
- News.com.au
Macca's releases cult item after Aussies duped by viral prank
McDonald's has confirmed it is trialling a new matcha range as demand for the green tea drink continues to soar in Australia - and this time, it's not a prank. The vibrant beverage, which originates from Kyoto, Japan, has gained the ultimate 'it girl' status symbol over the last few years. While the drink has been around for over 800 years, it became mainstream in 2015, and has continued to explode in popularity. Demand for the drink has become so high producers of the trendy tea have struggled to keep up, sparking a recent global shortage. However, it appears matcha stock has been replenished, as Macca's has recently decided to get in on the action, releasing three different drinks featuring the green stuff. For a limited time, Macca's has added its 'Matcha Range' to select restaurants across New South Wales and Victoria, offering a Matcha Latte, an Iced Matcha Latte and Iced Strawberry Matcha Latte to customers. Despite the fact the beverages, priced between $5.25 and $6.60, are only available to buy at a handful of Macca's stores, Aussies have already gone wild at the news. 'McDonald's Australia has released matcha lattes,' food blogger @ninafromsydney captioned a video she shared on TikTok. She then proceeds to show the menu at McDonald's Wynyard restaurant, which reads 'hurry' and explains the drinks are only available for a short time. 'On the sweeter side, but really good,' she concludes in the short clip. Reaction to her discovery came in thick and fast, with many desperate to know if it was 'true'. 'Can anyone confirm? I went to my local Macca's and wasn't on the menu there,' one asked. 'It's not on the McDonald's menu on the app,' another added. Others said several stores had it, prompting many to ask Macca's to bring it to their local restaurant. 'Why is it always Sydney and Melbourne that get all the good stuff,' one mused. 'Bring it to Perth,' pleaded another. As one said: 'Macca's, we all want matcha.' It comes after a video went viral on TikTok last year, showing three women 'taste testing' a new Strawberry Matcha from Macca's that later emerged to be false. Not everyone realised the video was a prank, with multiple people uploading videos about their disappointment after visiting a McDonald's drive-through and failing to find it. 'I literally believed our Maccas got the viral iced strawberry matcha. Pls don't repeat my dumb mistake lol lol. I felt so dumb,' one woman shared after.
Al Bawaba
10-05-2025
- Business
- Al Bawaba
Matcha's rise: from niche trend to $3.2B market
ALBAWABA – Matcha, the finely ground powder of green tea made from specially processed, shade-grown leaves, has grown into a global market worth $3.2 billion. Matcha is not just a drink now Matcha has become a global trend, evolving from a traditional beverage into a booming market. Valued at approximately $3.2 billion as of last year, the global matcha market continues to grow rapidly. The Asia-Pacific region leads the demand, accounting for around 51.1% of the total market—roughly $1.6 billion—according to a report by MarketUS Research. Experts project that the matcha market will reach approximately $3.4 billion by 2025, with total growth of about $2.4 billion. At a compound annual growth rate (CAGR) of 6.1%, the market is expected to hit around $5.8 billion by 2034. Valued at approximately $3.2 billion as of last year, the global matcha market continues to grow rapidly. (Shutterstock) Why is matcha a trend now The rising value of the matcha market is largely driven by its recent surge in global popularity. This growth is fueled by increasing awareness of matcha's health benefits and a broader consumer shift toward natural and organic products. Matcha is a finely ground green tea powder made from the leaves of Camellia sinensis. Unlike traditional green tea, matcha uses the whole leaf, which is stone-ground into a vibrant powder. It is rich in antioxidants, particularly catechins, and is known for its unique flavor and health benefits, such as boosting metabolism, enhancing focus, and promoting relaxation. The growing demand for matcha-flavored beverages has emerged as a key trend. Cafés, restaurants, and beverage brands are incorporating matcha into lattes, smoothies, and other drinks to appeal to health-conscious consumers. Beyond beverages, matcha is also gaining popularity in baking, cooking, and even skincare products.
Arab News
07-05-2025
- Business
- Arab News
Saudi Museums Commission, German Heritage Foundation launch program to deepen collaboration
What's the matcha with everyone? The beloved green tea powder hits mainstream in Saudi Arabia RIYADH: Once a niche ceremonial tea in Japan, matcha is now gaining mainstream popularity in Saudi Arabia, thanks to a growing interest in wellness trends, evolving taste preferences, and the rise of mindful living. The data backs the trend. According to a recent report by IMARC Group, Saudi Arabia's green tea market, which includes matcha, was valued at $140.14 million and is projected to grow to $229.24 million by 2033. Imports of packaged green tea nearly doubled in value between 2020 and 2023, suggesting a growing appetite for premium, health-focused drinks. That growing demand is reflected on cafe menus and social media feeds across the Kingdom. Matcha lattes, once limited to specialty coffee shops, are now a fixture at trendy cafes and home kitchens alike. Whether it's served iced in sleek glass cups or whisked at home with oat milk, matcha is more than a drink. It's a mood, a personal statement, and for many, a healthier way to start the day. In Dammam, 19-year-old Sara Anas remembers her first taste of matcha back in 2019. 'My dad likes trying new things,' she said. 'It didn't taste that great at first, but when matcha became popular in 2021, I got excited to try it again from local cafes.' Now, she drinks it almost daily. 'It might sound strange, but I don't feel like it's heavy on my body like coffee. It makes me feel more relaxed and gives me energy in a better way.' Anas is part of a growing demographic. In Riyadh, 26-year-old Amal Al-Mutairi starts every morning with matcha. 'I prefer it iced with vanilla milk to make the flavor smoother and lighter,' she said. For her, the appeal began with reading about its benefits. 'It gives me calm energy without the jitters or crash I usually feel after drinking coffee. It also helps me focus for longer periods.' That calm, focused energy — often described as a 'cleaner' caffeine experience — has made matcha especially popular among students and professionals. For Anas, it's a campus essential. 'It's a must before classes! It gives me the energy to continue my day at uni,' she said. But matcha is more than functional. It's become a lifestyle, embraced for both its wellness claims and its visual charm. Globally, matcha's rise is part of a broader wellness boom. Japan's matcha production rose 185 percent from 2010 to 2023, and demand is now so high that suppliers are warning of shortages. Japan's top growers have begun limiting exports to meet domestic needs. Matcha's health appeal is not just hype. Rich in antioxidants — especially a compound called EGCG — studies suggest it may reduce inflammation, support cardiovascular health, and aid cognitive function. A recent Saudi study also found that over half of the participants believed matcha could help with weight management and blood sugar balance. Still, experts note that moderation matters. Excessive matcha consumption may interfere with iron absorption and isn't recommended for everyone. The ritual of preparing matcha, especially for those who make it themselves, has become part of a broader shift toward slow, intentional living — something many young Saudis are leaning into. That ritual is deeply personal for 27-year-old Leen Al-Zamil, who turned matcha from curiosity into a daily indulgence. 'I was curious at first and honestly, I hated it so much, but I think (that's) because it was hot,' she said. 'I liked it cold with vanilla syrup and oat milk. I definitely can't drink it alone.' Now, she can't go a day without it. 'Sometimes twice or more,' she said. 'I like its color … I enjoy every step of making it, and it just tastes so good. It brightens my mood.' Al-Zamil is not the only one who sees matcha as more than just a drink. For 28-year-old Mona Abdullah, matcha represents healing. 'As someone who suffers from IBS, coffee tends to affect me for a while, whereas matcha provides steady energy without causing any discomfort,' she said. 'I've stopped drinking coffee for the past three months. I now believe that matcha is a better source of caffeine compared to black coffee.' Irritable bowel syndrome is a common digestive condition. Many people with IBS find that coffee, with its acidity and high caffeine content, can trigger discomfort, making gentler alternatives like matcha a preferred choice. Abdullah drinks it twice a day, iced, and without any added flavors. 'Health,' she says, is what made her switch. Still, matcha's appeal goes beyond health — it's also about aesthetics and culture. 'I think it's a mix of everything,' said Al-Mutairi. 'The health benefits, the taste, and yes, the aesthetic.' Anas echoed that idea, noting that people's motivations vary. 'For me, it's for its health benefits and for the taste. You don't usually get a healthy drink with a good taste,' she said. 'But I think there are a lot of people who drink it just for the aesthetic. You see them adding hundreds of syrups just to say they drink matcha.' That blend of wellness and image — serious health meets playful branding — has fueled matcha's surge on social media. With its bright green hue, minimalist packaging, and frequent cameos in cafe selfies, matcha has become the drink of the 'soft life' movement, one that prioritizes peace, balance, and pleasure. 'It's definitely the vibe and the taste,' said Al-Zamil. In a country where coffee culture runs deep, matcha is not replacing tradition; it's offering something new: a blend of taste, lifestyle, and personal meaning, one bright green cup at a time.
