Tea Ceremony Experts See Matcha Boom as a Big Opportunity
Traditionalists and Innovators Leverage Rising Global Demand for Japan’s Green Tea Culture
By Japan News Desk | October 2, 2025
Matcha Surge Sparks Cultural Renaissance
TOKYO — As matcha mania sweeps the globe, tea ceremony masters and modern entrepreneurs in Japan are seizing the moment to revive and reinvent the ancient art, seeing the green tea boom as a golden chance to deepen international appreciation while preserving its heritage. From upscale cafes in Kyoto to online tutorials reaching millions, the surge in demand—fueled by health trends and Instagram-worthy lattes—has prompted a cultural renaissance that blends tradition with innovation, offering economic and educational opportunities.
The Urasenke school, a 400-year-old bastion of tea ceremony tradition, has noted a significant uptick in foreign inquiries, with its international headquarters in Kyoto reporting a 30 percent increase in online course registrations over the past year. This reflects a broader trend where matcha's antioxidant-rich reputation, backed by studies linking it to lower heart disease risks, has turned it into a wellness darling, with global exports rising 15 percent annually since 2020, according to industry estimates.
Beyond the ceremonial realm, young entrepreneurs like Shunsuke Sakurai are capitalizing on the craze. His Kyoto-based startup, Matcha House, blends traditional tea-making with a sleek cafe vibe, attracting both locals and tourists with curated blends and workshops that demystify the art. Sakurai's venture, launched in 2023, has seen monthly revenues climb to ¥5 million, a stark contrast to the struggles of traditional tea farmers facing labor shortages and climate challenges.
Tea ceremony expert Genshitsu Sen, the 15th-generation Urasenke grand master, views this boom as a bridge to global harmony, urging practitioners to adapt without losing essence. Meanwhile, the Japanese government has stepped in with subsidies to support organic matcha production, aiming to meet demand while addressing a 20 percent drop in domestic cultivation due to aging farmers. This dual approach—preserving ritual while embracing commerce—positions Japan to lead a market now valued at ¥300 billion worldwide.
As of October 2, 2025, the matcha wave shows no signs of waning, with social media buzzing with #MatchaMagic posts and Urasenke planning its first virtual global tea gathering next month. For Japan’s tea community, this is more than a trend—it’s a chance to export mindfulness and reconnect with a world hungry for its green elixir.
Matcha Boom Fuels Cultural and Economic Revival
The global matcha surge, driven by health buzz and social media allure, offers Japan a dual boon: a 15 percent export rise since 2020 bolsters a ¥300 billion market, while Urasenke’s 30 percent online course spike revives tea ceremony traditions, blending economic gain with cultural preservation amid farmer decline and climate woes.
Innovators like Sakurai’s Matcha House tap this wave with ¥5 million monthly earnings, while government subsidies counter a 20 percent cultivation drop, ensuring supply meets demand. This fusion of old and new could redefine Japan’s tea identity, turning a niche ritual into a global wellness cornerstone.
At its heart, the boom bridges East and West, offering a lifeline to heritage while sparking a commercial renaissance, with the upcoming virtual gathering poised to cement matcha’s role in fostering international connection.
Rise in International Interest and Courses
Urasenke’s Kyoto headquarters has seen a 30 percent jump in foreign online course sign-ups this year, reflecting matcha’s global pull as a health elixir linked to lower heart disease risks, drawing learners eager to master its ceremonial roots.
Entrepreneurial Ventures in Matcha Cafes
Shunsuke Sakurai’s Matcha House, opened in 2023, blends tradition with a modern cafe twist, pulling in ¥5 million monthly with workshops that teach tea preparation, catering to tourists and locals alike amid a thriving matcha scene.
Government Support for Organic Production
Facing a 20 percent drop in domestic cultivation due to aging farmers, the government offers subsidies to boost organic matcha, aiming to sustain supply for a market hungry for authentic green tea as global demand surges.
Insights from Tea Ceremony Leaders
"We are seeing a lot of inquiries from abroad. For example, the number of registrations for online courses has increased by about 30% over the past year, which is really encouraging for us to spread the culture of tea ceremony globally."
"I think this matcha boom can contribute to world peace. We should adapt to the times without losing the essence of the tea ceremony, blending tradition with new ways to share its calming spirit with people everywhere."
"Matcha House started with a vision to make tea accessible, and now we’re earning about ¥5 million a month, teaching people how to prepare it while keeping the craft alive—it's exciting to see both locals and tourists embrace this blend of old and new."
"The number of tea farmers has decreased by about 20% in recent years due to aging and a lack of new entrants, so the government has started providing subsidies to encourage organic matcha production, helping us meet the growing global appetite."
"The global market for matcha is now estimated to be worth about ¥300 billion, with exports increasing by about 15% annually since 2020—our virtual global tea gathering next month will harness this momentum to connect tea lovers worldwide."
Evolution of Matcha in Japanese Culture
Matcha’s journey from Zen Buddhist ritual in the 12th century to a global phenomenon mirrors Japan’s cultural shifts, with Urasenke’s 400-year legacy adapting through tea ceremony schools that now face a 20 percent farmer decline, countered by a 15 percent export rise since 2020 as health trends fuel demand.
The boom echoes the 16th-century tea craze under Sen no Rikyu, but today’s ¥300 billion market blends tradition with cafe culture, spurred by social media and wellness fads, challenging producers to balance heritage with scalability amid labor shortages.
Future Prospects for the Matcha Industry
With Urasenke’s virtual gathering set for November and subsidies boosting organic yields, matcha’s future looks robust, though success hinges on training young farmers and expanding digital outreach to sustain the cultural and commercial wave beyond 2025.
In this green tea renaissance, Japan stands at a crossroads: preserving the meditative soul of matcha while riding its global wave, ensuring the art thrives as a bridge between past tranquility and future prosperity.
Categories, Keywords, and Sources
Categories: Japan Culture, Tea Ceremony, Matcha Boom, Economic Opportunities, Wellness Trends
Keywords: matcha boom Japan, Urasenke tea courses, Matcha House Kyoto, organic matcha subsidies, global tea market
Source: The Japan Times | For more on Banzai Japan news, visit our homepage.
