Matcha, loved dearly by the world, is not that popular anymore in its homeland, Japan. (Image via Live Japan)

Matcha to save Japan's tea industry?

Alfonsus Adi Putra
Business & Industry
Foods & Service
Aug 30, 2019
2467
Located 170 km southwest of Tokyo, Marushichi Seisha was busy packing matcha to be exported to almost all continents around the world. Shigehiko Suzuki, the owner of the matcha producer company, said that the company exports 30 tons of its traditionally-made powdered matcha.

“The rising demands come from all over the world. They use our powdered matcha for desserts and beverages,” told Suzuki.

Except for bubble tea, Asia has one more dish to try, and it comes from Japan. Yes, it is matcha! While it is common for Japanese people to eat or drink matcha-based food & beverage, the world’s fondness for the food grows even more. While the world loves matcha, matcha producers love it even more as they reap big profit from it.

A brief history of matcha, it was brought from China to Japan in circa ninth century. At first, it was widely used as medicine. In the 16th century, Kyoto became the pioneer for matcha beverage when it was made to a drink in the Japanese traditional tea ceremony called “chanoyu”.

In 2018, Japan noted more than 5,000 tons of matcha exported. The number grew tenfold compared to more than 20 years ago.

While it enjoys international fame, matcha is not that loved anymore in Japan. Suzuki said that the Japanese people nowadays grow fond of other food and beverages, so matcha did not sell that much. Japanese people often consume matcha with rice, called "chazuke".

Now, the goal for these matcha producers and vendors is to attract the youngsters once more. One of which is by decorating the tea room. Or, some tea shops tried to dive in by mixing matcha with other ingredients such as flower or fruits.

However, as the world begins to acknowledge matcha as one of its finest delicacies, Japan is going to face tough competition as other countries begin making one as well. Hence, the future of Japanese matcha producer companies is up in the air.

Source: https://japantoday.com/category/features/food/can-global-matcha-craze-save-japan's-tea-industry

Industry , Business , Food , Beverage , Asia , Japan , Matcha