Global Matcha Boom: A Blessing or a Challenge for Tea Farmers?
Explore the booming global demand for matcha and its implications for tea farmers and production regions.
The worldwide enthusiasm for matcha, a finely ground green tea powder, continues to grow at an unprecedented rate. Recent data from Japan’s Ministry of Agriculture, Forestry and Fisheries reports that green tea exports reached a staggering 72.1 billion yen in 2025, marking a significant leap from the previous year's figures. Additionally, exports of organic tea have also surged to new highs, reflecting the escalating popularity of matcha.
The Complexities Behind Rising Demand
However, the surge in demand raises an important question: Does this translate into financial prosperity for tea farmers and the regions where tea is cultivated? The production of tencha—the raw material essential for matcha—is not something that can be ramped up quickly. Moreover, the organic farming of tea requires extensive labor, expert knowledge to tackle pests and diseases, and methods to optimize crop yields.
Moreover, a multitude of products labeled as "MATCHA" flood the market, each made through various methods and featuring different ingredients. This diversity creates a dilemma: the variance in quality can make it challenging for producers to receive appropriate pricing that reflects their hard work.
Meet Toshimi Nishi: A Leader in Tea Production
Toshimi Nishi, from Nishi Seicha Factory in Kirishima City, Kagoshima Prefecture, embodies the journey of adapting to these challenges. With three generations of expertise in tea production, he stepped in to manage the family business after gaining experience in sales in Kanagawa Prefecture. Under his leadership, the business has evolved to emphasize organic farming, tencha production, and even international exports, while also launching a variety of tea brands.
Currently, Nishi serves as a director of the International Matcha Association, where he plays a vital role in discussions about matcha labeling, classification, quality standards, and grading on a global scale.
Challenges and Opportunities for the Future
In an upcoming discussion, Mr. Nishi will share insights from his experiences, including the various challenges and decisions he faced when taking over the family business. Not only does he navigate the complexities of maintaining organic cultivation, but he also focuses on market expansion to accommodate rising demands—while fostering human resources to support these efforts.
As the matcha trend flourishes, one of the pressing questions remains: How can this burgeoning interest transform into real benefits for producers, ensuring they receive fair compensation while also securing the future of production regions? Mr. Nishi’s reflections and challenges will be captured in the enlightening sessions on DAY 1, followed by an immersive visit to the tea plantations and factories in Kirishima on DAY 2.
