Critical juncture for 'Japanese tea' brand defense: Chinese 'Uji matcha' appears... growing alarm
「日本茶」ブランド死守へ正念場 中国産「宇治抹茶」も登場…危機感 - 西日本新聞me
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Summary
Japan's government is activating geographical indication (GI) protection to shield the 'Japanese tea' brand globally as matcha demand booms worldwide. A Kagoshima farmer reports autumn-winter bancha prices nearly 10× higher than usual, signaling export momentum, yet domestic tea-farm numbers continue declining. The industry faces a make-or-break test: sustain premium quality and supply to overseas markets while the domestic producer base erodes.
Key points
- Government adding 'Japanese tea' to GI protection system to block counterfeit matcha and green tea.
- Kagoshima farmer achieved ~10× price premium on autumn-winter bancha in 2025, driven by overseas demand.
- Domestic tea-farmer count falling across seven major regions; supply sustainability at risk despite export tailwinds.
- Chinese producers now marketing 'Uji matcha' directly, forcing Japan to defend origin-linked brand equity.
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About this article
What they said
“2025 autumn-winter bancha prices reached nearly 10 times the usual level.”
「2025年の秋冬番茶の販売価格は例年の10倍近かった」
“A global green tea boom—centered on matcha—is now in full swing.”
世界で抹茶を中心とした緑茶ブームの風が吹く中
The numbers
2025 autumn-winter bancha price multiple: ~10×
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