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Table of Contents
1.　The Popularity of Matcha Abroad
2.　Reasons for Matcha’s popularity
＿2-1.　Nutritional aspects of matcha
＿2-2.　Ease of arrangement
＿2-3.　Influence of Influencers
3.　How to enjoy matcha
＿3-1.　Casual way to enjoy matcha
＿3-2.　More authentic way to enjoy matcha
4.　Conclusion

The Popularity of Matcha Abroad

In recent years, matcha has become a worldwide boom, and its popularity is growing every year. According to data from the Ministry of Agriculture, Forestry and Fisheries, exports of Japanese tea, including matcha, reached a record high of approximately 29.2 billion yen in 2023, a 1.3-fold growth rate compared to the previous year’s 21.9 billion yen. Demand is growing especially in the U.S., Europe, and Asia, and more than 70% of exports are powdered teas such as matcha.

 

In the case of the U.S., not only are matcha lattes and other menu items now sold by major chains such as Dunkin’ Donuts, but the number of matcha-focused cafes and matcha specialty stores, such as Cha Cha Matcha and MATCHAFUL in New York City, has been increasing in recent years.

Reasons for Matcha’s Popularity

Why is matcha becoming so popular overseas? Let us explain in detail the 3 main reasons.

Nutritional aspects of Matcha

Matcha is rich in catechins, which are polyphenols with antioxidant properties, dietary fiber, which regulates the intestinal environment, and theanine, an amino acid that relaxes the body and is the source of the tea’s “umami” flavor.
Because of this, matcha is attracting attention overseas as a “super food” and is favored mainly by health-conscious people. Matcha also contains caffeine, which is why it is used as an energy drink in place of coffee.

Ease of arrangement

In addition to the classic way of serving matcha green tea, it can be used in a wide variety of dishes such as “chasoba”(green tea flavored noodle) and “chahan”(rice with green tea leaves), sweets such as financier and cheesecake, and beverages such as matcha latte and matcha float. This makes it easy to incorporate in a way that suits the concept of each restaurant or store. The bright green color of matcha is also eye-catching, making it easy to use as a visual accent, and this ease of arrangement has contributed to the accelerating popularity of matcha.

Influence of Influencers

One of the factors that have made matcha so popular is the influence of influencers spreading the word, Matcha on SNSs.
Emma Chamberlain, who has over 12 million subscribers on Youtube, has introduced matcha lattes on SNS and sells matcha powder and matcha kits for matcha lattes under her own brand, Chamberlain Coffee.
Sanne Vloet, a former Victoria’s Secret model, is a matcha lover who not only shows how to make matcha lattes on Youtube, but also sells matcha powder through Nekohama, a brand she co-founded.
The introduction of matcha by these influencers has increased interest in matcha among people, which has led to the matcha boom in other countries.

How to Enjoy Matcha

So, with the popularity of matcha, how do people overseas actually enjoy matcha? Here we will introduce two types of matcha, one casual and the other more formal.

Casual way to enjoy matcha

Many people who want to enjoy matcha casually mix matcha powder in a matcha bowl using a milk former and drink it with milk or almond milk as a matcha latte.
The matcha bowl is recommended for those who make matcha lattes because its depth prevents spills when using a milk former, and also allows them to enjoy a Japanese-style atmosphere. Even those who still find it difficult to prepare matcha using a tea whisk can easily take in matcha and easily adjust the sweetness to their liking with milk and sugar.

More authentic way to enjoy matcha

Those who wish to enjoy matcha in a more authentic way can often prepare matcha by themselves with Chasen(tea whisk), Chashaku(tea spoon), and other utensils.
Drewing matcha is a bit tricky at first, but once you get used to it, it can be done in a relatively short period of time. Some people also find that the process has a Zen-like or meditation-like effect. There are various types of tea utensils such as Chashaku (tea spoon), Chasen (tea whisk), Yuzamashi (tea cooler), and Chasen stand (tea whisk stand), so it is recommended to prepare them according to your own way of enjoying matcha. Some products are sold in sets with matcha bowls, so it may be a good idea to purchase them as a set.

Conclusion

Imoto Sangyo handles matcha bowls and other tea ceremony utensils related to matcha.
 

If you are interested in handling our Matcha bowls and other products, please check out our “Goods & Cases” page.
If you would like to know more about our products, please contact us from the “Contact” page.

（References）
Ministry of Agriculture, Forestry and Fisheries
Emma Chamberlain　Chamberlain Coffee , Emma Chamberlain You Tube
Sanne Vloet　NEKOHAMA , Sanne Vloet You Tube
Nikkei Business