The global matcha market has been significantly shaped by dynamic import-export trade patterns, with Asia-Pacific nations—especially Japan and China—playing a dominant role in supply, production, and global distribution. As demand for matcha surges in North America, Europe, and other regions, trade data reveals the pivotal position of Asia-Pacific exporters and the evolving structures of international supply chains.

Japan and China Maintain Export Leadership

Japan remains the undisputed leader in matcha exports due to its centuries-old cultural ties to the product and its established reputation for high-quality ceremonial-grade matcha. Uji, a region in Kyoto Prefecture, is globally recognized for its premium matcha production, and Japanese exporters often command the highest prices per kilogram due to their stringent quality control and artisanal production methods.

Meanwhile, China has emerged as a high-volume supplier of culinary-grade matcha. With cost-effective production capabilities and increasing investment in green tea processing infrastructure, China supplies matcha to both developed and developing markets at more accessible price points. This dual leadership—Japan offering premium products and China supplying commercial-grade volumes—gives Asia-Pacific a robust trade advantage.

Together, Japan and China account for more than 80% of global matcha exports, a figure that continues to grow as new production zones within these countries scale up. Additionally, Vietnam and South Korea are entering the fray with niche exports and region-specific grades, slowly diversifying Asia’s export base.

Import Demand Accelerates in the West

The United States and Canada have emerged as key importers of matcha, driven by rising consumer interest in wellness, plant-based nutrition, and clean-label beverages. U.S. imports of matcha have doubled in the past five years, particularly into health-focused states like California, New York, and Oregon. This demand is fueled not just by tea consumption but by product innovation across lattes, smoothies, energy drinks, baking mixes, and supplements.

In Europe, countries such as the United Kingdom, Germany, and France are also scaling up imports, with e-commerce platforms enabling greater access to Japanese and Chinese matcha varieties. European consumers are becoming more discerning in their preferences, with a tilt toward organic certifications, single-origin products, and sustainable sourcing practices. These preferences are prompting matcha exporters to align their quality and transparency protocols with European Union import standards.

Furthermore, Australia and New Zealand serve as strategic import hubs for Oceania, often re-exporting matcha-based products to Southeast Asian countries and the Middle East.

Pricing and Tariff Structures Influence Trade Flows

The cost structure of matcha trade is highly dependent on product grade, origin, and trade agreements. Japanese ceremonial-grade matcha typically commands retail prices that are four to five times higher than culinary-grade matcha from China. This price differentiation is critical for businesses targeting premium segments such as boutique cafes, wellness retreats, and luxury spas.

Import tariffs also play a defining role. Countries with favorable bilateral trade agreements with Japan or China benefit from reduced duties on green tea imports, which enhances their competitiveness in domestic markets. For example, Canada and Japan's Economic Partnership Agreement facilitates smoother trade with fewer regulatory hurdles.

Conversely, import duties and phytosanitary checks in certain Middle Eastern and African nations create friction in supply chains, often requiring additional documentation or warehousing time, which can delay product freshness—a crucial factor in matcha’s sensory quality.

Logistics, Storage, and Cold Chain Evolution

The highly perishable nature of premium matcha makes cold chain logistics essential for long-haul exports. As a finely ground powder, matcha is sensitive to light, oxygen, and heat, making proper storage critical for maintaining its vibrant green color and nutritional integrity. Exporters from Japan and China have invested in nitrogen-sealed packaging, UV-protected containers, and refrigerated warehousing solutions to ensure product stability during transit.

Logistics firms are increasingly offering matcha-specific supply chain solutions, particularly for brands that market ceremonial-grade matcha or ready-to-drink beverages. These enhanced logistics options are crucial in maintaining freshness during air freight to North America and Europe, or maritime shipments to the Middle East and Africa.

Moreover, digital shipment tracking tools now allow importers to monitor temperature and humidity conditions in real time, reducing risk and improving product quality assurance.

Rise of Re-Exporting and Private Label Trade

A growing trend in the matcha market is re-exporting, where countries that import matcha repackage or reformulate the product for onward sale to other regions. The UAE, for example, imports matcha from Japan and redistributes it across the Gulf Cooperation Council (GCC) countries under private labels. Similarly, Poland and the Netherlands serve as entry points for matcha into Central and Eastern Europe.

Private label branding has become prominent among supermarkets and health food chains, particularly in Western markets. These players often work directly with Asian suppliers to develop custom packaging, formulations, and labeling, allowing them to offer house-branded matcha products at competitive prices.

This private label trend is helping to broaden matcha’s appeal beyond boutique and niche consumers, creating scale for exporters and accelerating market penetration.

Future Outlook for Global Trade Expansion

Looking forward, the matcha market’s import-export trade is poised for further expansion, driven by the convergence of several factors: growing health consciousness, better digital supply chain infrastructure, and sustained demand for clean, functional beverages.

However, exporters will need to navigate changing food safety regulations, consumer demands for traceability, and competition from alternative green superfoods like moringa or spirulina. Those who can guarantee consistent quality, organic certification, and reliable delivery timelines will maintain their foothold in the competitive global arena.

As new regional players enter the matcha ecosystem and cross-border trade continues to liberalize, the balance of trade may gradually shift. But for now, the Asia-Pacific region—particularly Japan and China—remains the heart of global matcha production and export dominance.