Back when Buddhist monks brought green tea from China to Japan in the 7th century, they could scarcely imagine the behemoth that matcha would become in the 21st century. Consumed in powdered form as a digestive and caffeine booster during long hours of meditation, matcha came to prominence only during the Kamakura Period (1192-1333), where it exploded in popularity among the noble classes. Today, the global market for the drink is predicted to jump from USD 2.3 billion in 2024 to USD 2.9 billion in 2028. The powder is used in desserts, energy drinks, iced teas and pancakes, among a range of other products.
If you’re a matcha enthusiast and want to savour the drink in its homeland, here are a few places in Japan that you should visit.
The picturesque town of Uji in Kyōto prefecture is home to Japan’s purest, ceremonial-grade matcha. Eisai, the priest credited with bringing Zen Buddhism to Japan, wrote of the benefits of green tea and taught Uji priests how to grow it. Stroll down the restaurant-lined street of Byōdōin Omotesando and you will find the distinctive umami flavours of green and roasted tea in an array of delectable ice creams and desserts. Uji also has Japan’s oldest tea shop, Tsuen, which has been in business since 1160 and is now run by the 24th head of the same family. The shop serves mouthwatering green tea parfaits and rice dumplings.
Arrange your visit in such a way that you attend the Uji Tea Festival on the first Sunday of October. During the festival, priests make offerings of ceremonial bowls of tea in front of statues of the figures who helped establish Uji as a tea mecca.
The capital city of Fukuoka prefecture abounds with outdoor activities, traditional handicrafts and an exuberant food culture. In particular, the inland region of Yame is known for its unrivalled high-quality green tea. To sample Yamecha, visit the Tea Museum in Hoshino Village. Featuring a store, restaurant, exhibition space and studio workshop, this is the perfect place to learn about the Yame tea culture through hands-on experiences such as tea grinding and matcha tea preparation.
The Shizuoka prefecture is the tea capital of Japan as it is responsible for more than 40 per cent of the country’s total output. If you have ever drunk Japanese green tea, odds are it came from Shizuoka. Check out the Tea Museum in Shizuoka city, which houses interactive exhibits that explore tea culture from various perspectives. You can also attend a traditional tea ceremony here and appreciate its rituals and meaning. There are hands-on tea-picking experiences, including grinding up dried tea (tencha) into the fine powder that is matcha. The museum also serves matcha gelato and fine soba noodles made with green tea for visitors to enjoy.
Alternatively, you can check out the Tamura family’s blueberry orchard in Shimada. They have constructed an open-air tea terrace using local cypress trees, where visitors can sip on single-origin green tea (sencha), Japanese black tea (kocha) and matcha, and carefully selected traditional sweets.
The Kagoshima prefecture produces a distinctive flavour of tea that many attribute to the area's growing conditions: consistent salty ocean breezes and soil packed with volcanic ash. The main sub-regions for tea production here are Kirishima and Chiran, which are nestled along volcanic plains by the mountain slopes. Today, Kirishima is well known for its sencha and covered tea growing, while Chiran has a relatively cooler climate and is seen as having one of the best terroirs for growing tea in Japan. Try the Sengan-en Matcha Café, the Teawave café and the Susumuyachaten Kagoshima Honten in Kagoshima city for a pleasant tea-time experience.
Nishio in Aichi prefecture is Japan’s leading producer of powdered green tea. The city's tea gardens are known for their organic matcha that are cultivated without synthetic fertilisers or pesticides. The result is a pure, high-quality matcha powder that offers a smooth, creamy taste and a rich, vibrant colour. The Saijoen store is a testament to Nishio's matcha heritage since its establishment in 1888. It houses a souvenir shop and café where you'll find anything and everything matcha-related under one roof. Take a tour of the facility where the meticulous process of tea production will help you appreciate why this high-grade tea commands a premium price. Also, check out the Matcha Lab (抹茶ラボ 西尾伝想茶屋店) and the Aikei Café for some delicious matcha desserts.