01 / DEMAND
THE GLOBAL MARKET SHIFT
WHAT JAPAN’S EXPORT DATA REVEALS ABOUT THE GROWTH IN DEMAND FOR AUTHENTIC JAPANESE MATCHA.
BAISAŌ RESEARCH / TRADE INTELLIGENCE / JUNE 2026
THE FORCES BEHIND JAPAN’S WHOLESALE MATCHA PRICING
A seven-page market briefing for cafés, hospitality groups, grocers and distributors navigating Japanese Matcha supply, pricing and sourcing in 2026.
~2.2×
JAPAN’S FY2025 TEA EXPORT VALUE VERSUS THE PRIOR YEAR.
+42%
FY2025 JAPANESE TEA EXPORT VOLUME GROWTH.
~2.7×
GROWTH IN JAPANESE MATCHA LEAF OUTPUT OVER THE PRECEDING DECADE.
~5 YRS
TYPICAL LEAD TIME FROM NEW TENCHA PLANTING TO MEANINGFUL HARVEST.
THE MARKET SHIFT
DEMAND MOVED FASTER THAN THE SUPPLY BASE
Global demand for Japanese Matcha has grown faster than tencha production can expand. The result is record auction pricing, tighter allocation and new questions for businesses planning their next season.
The 2026 Japanese Matcha Market Briefing examines what changed at origin, why growing regions moved together and how wholesale buyers can evaluate supply continuity beyond a quoted kilogram price.
INSIDE THE BRIEFING
02 / SUPPLY
STRUCTURAL CONSTRAINTS
PLANTING LEAD TIMES, AN AGEING FARMING POPULATION, HEAT PRESSURE AND LIMITED RESERVES.
03 / PRICING
THE MOVEMENT AT ORIGIN
FIRST-HARVEST AUCTION SIGNALS FROM UJI, KAGOSHIMA, NISHIO, SHIGA, SHIZUOKA, YAME AND MIYAZAKI.
04 / OUTLOOK
THE 2026 OUTLOOK
WHY A HIGHER PRICING PLATEAU IS PLAUSIBLE, AND WHERE UNCERTAINTY REMAINS.
05 / SOURCING
HOW BUYERS PROTECT CONTINUITY
PRODUCER RELATIONSHIPS, EARLY VOLUME COMMITMENTS, TRACEABLE LOTS AND ALLOCATION PLANNING.
THE FULL REPORT / 7 PAGES
RECEIVE THE 2026 MATCHA MARKET BRIEFING
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FOR TRADE PROFESSIONALS. PERSONAL EMAIL FOLLOW-UP FROM BAISAŌ. PREPARED JUNE 2026.