The Matcha Bubble Captivating the World: A Pioneer Speaks on the Matcha Business Today and Tomorrow
世界を魅了する抹茶バブル パイオニアが語る抹茶ビジネスの今とこれから - AdverTimes.（アドタイ） by 宣伝会議
Summary
Global demand for matcha has intensified into a supply competition, with overseas buyers acquiring stock directly from producers and low-quality product flooding markets. In response, Japan's agricultural ministry registered tea under geographic indication protection. Nanaya, which pioneered the matcha café model in 2001, has aggressively expanded into North America—opening a flagship Los Angeles store in May that drew 300 overnight queues. While Asia faces oversupply, North…
Key points
- Nanaya opened matcha café concept in Tokyo (2001); now operating in Asia & North America with 300-person opening-day que…
- Low-quality matcha flooding global market; MAFF enacted GI protection for Japanese tea to defend brand integrity.
- North America expansion faces high regulatory, logistics, and compliance costs but offers strong consumer loyalty vs. ov…
- Planned US openings: Boston (Massachusetts) and Meridian (Idaho) by year-end 2025.
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About this article
What they said
“Matcha is Japan's espresso”
抹茶こそ日本のエスプレッソでは
“The cost to gain US government approval is tremendous”
米国（政府）から認められるためのコストは、とてつもない
The numbers
Nanaya founding year: 2001
First international store opening: 2012
LA flagship store opening-day queue: ~300 people
Maximum wait time at LA opening: 2 hours
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