Matcha New Trend in the World

The COVID disaster from 2020 has brought about a great change in the matcha situation around the world.

Fashion models and Hollywood actresses ignited the trend of "fashionable drinks" spread on SNS such as Instagram, and there was a time when Dalgona coffee and others emerged from matcha. However, after 2020, the number of consumers who are oriented toward global health and mental and physical wellness will increase rapidly. The consumption of matcha, which can be enjoyed fashionably while considering health, is accelerating.

We offer only two types of high-quality matcha products from Mino Shirakawa and Shizuoka, carefully selected as the ZENJIRO matcha series to general consumers. On the other hand, the wholesale department handles 26 types of matcha from various production areas such as Gifu, Shizuoka, Kyoto, Kagoshima, and Aichi prefectures. Each product has different specifications and uses, and we currently export to 21 countries.

Overseas market research companies estimate that the growth rate of the matcha market over the next 5 to 10 years will be in the 5-10% range, but it is revised upward every year. The features in such a situation can be mentioned as follows.

• The growth of Chinese matcha produced in iron pot heating has slowed, and the growth of authentic Japanese matcha by the steaming method has accelerated. Thus, the method that does not destroy L-theanine is more appreciated than the low price.
• Wide range of applications. In Japan, matcha confectionery products, matcha latte, and matcha ice cream are the main products. Drinking matcha as it is is more minor than sencha or hojicha, probably because it is associated with the old-fashioned tea ceremony. However, overseas, it is expanding not only to sweets and dishes such as matcha smoothies, matcha frappe, and matcha pancakes, but also to matcha skin care cosmetics and matcha liqueurs.
• The characteristics of each region are slightly different. In the United States, there is a polarization between packaged foods and high-grade matcha, and the distribution of wellness channels is increasing. In Europe, awareness of personal care is high, and cosmetics and bar liqueurs are also widespread.

For example, Tia Maria Matcha. A well-known manufacturer of coffee liqueur, this new type of liqueur with matcha won the gold medal at the World Liqueur Tournament in San Francisco last year and quickly became a hit.

In personal care, we focus on antioxidants and are used in skin care products such as facial masks, lotions, and serums.

Keep an eye on the exciting changes in the matcha market overseas.