Introduction
You've seen it everywhere – from trendy cafes to social media feeds – matcha is having a moment. This vibrant green powder has taken the world by storm, and for good reason. Its unique earthy flavor, coupled with its purported health benefits, has turned it into a global phenomenon. But not all matcha is created equal. The most coveted? Uji matcha.
Uji Matcha: The Gold Standard
Located near Kyoto, Uji has a long and storied history in tea production, and is especially known for its high-quality matcha. Why is Uji known for matcha? The region's ideal climate, soil conditions, and the traditional cultivation techniques passed down through generations all contribute to the unique characteristics of Uji tea. It's become the benchmark for authentic, top-tier matcha, and when you see “uji matcha” on a menu or product, you know it represents the best of the best.
Demand Outstrips Supply
The popularity of Uji matcha has grown so rapidly that it's creating a supply problem. A recent surge in overseas orders, particularly from the Middle East and India, has outpaced the production capacity. High-grade Uji matcha, often sold at premium prices, is frequently out of stock. As one tea shop owner mentioned, "Our customers from overseas, they often ask for the highest quality products."
This increased demand has led to a few challenges for the industry. First, the unique processing method for matcha – grinding tencha leaves with a traditional stone mill – is time-consuming, with some companies only able to produce around 40 grams (about 1.4 oz) per hour. Second, some resellers have seized the opportunity to mark up prices significantly, selling Uji matcha for three times its original value on online platforms.
The Japanese Perspective
You might be wondering, "If this stuff is so amazing, why aren't the Japanese drinking all of it?" It’s a valid question. The people who come to Japan and try it often say, “Why don’t Japanese people drink this?” This highlights that while matcha is increasingly popular domestically, the high-end market is heavily driven by international demand and those who are particular about their tea quality.
Uji Matcha in the Spotlight
The growing global interest has shifted from the basic matcha craze to a deeper appreciation for the origin and quality of Uji. Tourists aren't just buying generic matcha anymore; they're seeking out Uji tea specifically. In fact, a recent auction saw the value of first-harvest Uji tea surpass 4000 million yen!
According to a tea shop owner, “Foreign customers value the act of drinking authentic matcha. They care about quality.” This represents a fantastic opportunity for tea growers who are committed to producing the best tea.
A Glimpse into the Future of Matcha and the Rise of Organic
While Uji is currently at the forefront of the global matcha market, the industry is also facing challenges. It will be important for Japanese tea producers to secure their brands and ensure fair pricing to continue to invest in quality.
Furthermore, in recent years, the production of organic matcha in Japan has been on the rise, with several prefectures leading the charge. Kagoshima, Kyoto, and Shizuoka are among the top producers of organic matcha.
- Kagoshima Prefecture: Leveraging its warm climate, Kagoshima boasts the largest area of organic tea cultivation in Japan and is increasing its tencha (matcha leaf) production. In 2020, Kagoshima became the number one producer of tencha in Japan and continues to expand its production.
- Kyoto Prefecture: As the traditional home of matcha, Kyoto, particularly the Uji region, is famous for its tea. Although its production volume has decreased in recent years, surpassed by Kagoshima, Kyoto remains a key producer of high-quality organic matcha.
- Shizuoka Prefecture: Shizuoka is also a significant producer of organic matcha, with an increasing proportion of organic cultivation among its overall tea production.
These prefectures are strengthening their organic matcha production in response to growing consumer health consciousness, making them key areas to watch in the future.
Organic Matcha Production Breakdown (2023)
According to the Ministry of Agriculture, Forestry and Fisheries report for 2025, here's the breakdown of organic JAS certified tea field area by prefecture in 2023:
- Kagoshima Prefecture: 49%
- Shizuoka Prefecture: 18%
- Miyazaki Prefecture: 13%
- Mie Prefecture: 4%
- Kyoto Prefecture: 4%
- Nara Prefecture: 3%
- Other: 9%
Looking at this data, it's clear that while Uji remains synonymous with premium matcha, Kagoshima is emerging as a significant force, especially in the realm of organic production. As Uji's production struggles to keep up, Kagoshima is poised to become a major player in the global matcha landscape, particularly for those seeking organic options.
Conclusion
The matcha boom isn't just a fleeting trend – it's a cultural exchange that's here to stay. As more and more people discover the unique flavor and rich history of matcha, especially that from Uji, the market is poised for continued growth. And as global demand increases, other regions like Kagoshima, with its strong organic production, and Shizuoka, will play an ever-increasing role. So, whether you're a matcha aficionado or just starting your journey, the world of green tea is full of exciting possibilities.