Concern for lack of match-tea in Japan

Matching is a green tea made from dried and ground leaves from the tea buse Camellia sinensis. The tea was originally served on solemn themes under ceremonial forms. Now the match has become more and more accessible and is used as a seasoning in everything from pastries to ice cream.

Tourism flourishes in the city of Uji, near Kyoto in western Japan. Uji has deep historical roots in the match trade and cafes and tea shops are smocking. At Chazuna – a museum about the city’s tea culture – Matchworkshop’s fully booked two weeks ahead. Of the 60 people who visit the workshops every day, about 90 percent are foreign tourists.

– Since August, interest has exploded. Everything is about matching, matching. People think that if they are in Kyoto they must come here too. And everyone posts pictures and movies online, says Naoto Sakayori, manager of the museum to the Guardian.

Stephen Blackburn from New York is a former barista who participates in the workshop.

– I have basically stopped coffee and just drink matches now. I like the taste and how it makes me feel. It’s not like coffee. You don’t get stiff, rather more focused, he says.

The global thirst After tea has now led to deficiency. Demand is declining in Japan but has skyrocketed in Europe, the United States and Australia. The market for match is expected to increase from around SEK 30 billion in 2023, to just over 50 billion in 2028.

According to Japan’s Ministry of Agriculture, production has tripled since 2010. To meet demand, the government is now planning subsidies to get growers to switch from the classic leaf tea Sencha to Tencha – the leaves that are ground to match.

Social media is a clear driving force. TikTok shows lots of clips about Matchan’s health benefits and antioxidants.

But not everyone is convinced of the excellence of the tea.

– We have tested it in Germany several times but did not like it, but we think Japanese match may be different. We will give it another chance and hope that we will not be disappointed again, says Henrik Dumbbell, who is on a honeymoon in Japan.