Japan: The global matcha craze pushes the price of this powdered tea to a record high

Source: asahi.com Ashikubo, located in Aoi Ward of Shizuoka, Japan, is often regarded as the cradle of Shizuoka tea. According to local legend, in the 13th century, a Zen monk brought tea seeds from China and planted them there. Last summer, a couple from the United States who own a café visited the tea plantations nestled among the lush green mountains. The guide was Mr. Tetsuya Matsunaga, 52, Director of Ashikubo Teaworks Agricultural Cooperative, which brings together around 50 farming households growing tea in the area. “They came for matcha,” said Mr. Matsunaga. “Foreign customers are willing to pay a fairly high price.” According to him, about three years ago, foreign buyers began to come to Ashikubo to purchase tea leaves. Specifically in 2025, the number of visitors surged, coming from the United States, Colombia, Vietnam, Malaysia, the Netherlands, and Germany. On December 29, tourists crowded at a high-end matcha café operated by Matcha Tokyo Co., located in Shibuya ...