Japan’s matcha boom is extending beyond cafés and export markets, increasingly shaping travel trends as foreign visitors seek immersive tea experiences that blend culture, craftsmanship and culinary tourism.
TOKYO, JAPAN (MERXWIRE) – Japan’s rising global demand for matcha is spilling into its tourism sector, as international visitors look beyond consumption to experience the traditions behind the iconic green tea. Industry data show that soaring exports are being mirrored by growing interest in tea-related travel, from tea ceremony workshops to hands-on cultural experiences across the country.
According to the Japan Tea Export Promotion Council, Japan’s green tea export value is projected to reach ¥36.4 billion in 2024. From January to November 2025, exports had already totaled ¥62.6 billion, significantly exceeding levels seen a year earlier. A record ¥8.75 billion was exported in November alone, with shipments to the United States and the European Union leading the growth.
While powdered green tea accounts for 87% of Japan’s tea exports during the January–November 2025 period, it is matcha that has become the face of Japan’s soft-power appeal overseas. Its popularity has helped elevate tea culture from a niche tradition into a driver of experiential tourism.
Matcha, introduced to Japan more than 800 years ago, evolved locally into a distinctive cultural practice centered on cultivation techniques, preparation rituals and hospitality. Tea leaves grown under shaded conditions are processed into fine powder through steaming, drying and grinding, a labor-intensive method that visitors are increasingly eager to witness firsthand.
As health-conscious consumers embrace matcha for its nutritional profile, younger travelers in particular are incorporating tea culture into their itineraries. Many view matcha as both a premium lifestyle product and a cultural symbol, fueling demand for authentic experiences rather than packaged souvenirs.
Social media has amplified this trend, with matcha lattes and tea ceremony videos driving global curiosity. International coffee chains have introduced matcha drinks worldwide, but travelers are increasingly seeking out the source—traditional tea rooms, regional tea museums and workshops where they can grind matcha using stone mills or learn how to whisk a bowl of tea.
Tour operators and teahouses have responded by expanding tea-focused offerings. In major cities and historic regions alike, museums, tea schools and specialty cafés now provide tea ceremony experiences tailored to foreign visitors. Some venues combine matcha preparation with wagashi-making classes, allowing tourists to engage with multiple aspects of Japanese culinary heritage in a single visit.
Kanto Smart Living Cooperative advises international visitors to respect the cultural traditions behind matcha experiences by observing basic tea ceremony etiquette and following instructions when handling utensils. The organization also encourages travelers to choose programs offered by local tea producers or accredited institutions, helping ensure authenticity while supporting sustainable regional tourism.
As inbound tourism to Japan continues to rise, industry observers note that matcha has become a gateway for deeper cultural engagement. The growing intersection of tea, travel and craftsmanship underscores how a centuries-old tradition is being reimagined as a modern tourism asset—one that connects Japan’s export success with its appeal as a cultural destination.
Media Contacts:
Kanto Smart Living Cooperative
PR Agency:
MERXWIRE INC.
Ada Huang
pr@merxwire.com
SOURCE: Kanto Smart Living Cooperative
