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   I. Introduction

   II. The Market

   III. Introduction of categories of Japanese tea

   IV. Japanese Suppliers



Thanks to the trending toward health-conscious eating, the demand for green tea has been growing recently. Particularly, Japanese Green Tea has been ranking top tier compares to other green tea. Japanese Green Tea, however, is mainly consumed domestically with only 5% of the total production is exported.

(source: Ministry of Agriculture, Forestry and Fisheries of Japan)




(source: euromonitor https://blog.euromonitor.com/2017/08/quick-facts-global-tea-consumption.html)


Green tea is one of the tea varieties expected to gain market share in 2017, due to increased emphasis and awareness of its reported health benefits. Green tea health benefits such as anti-aging and anti-cancer properties have been widely reported in US health magazines and mainstream TV shows. While health benefits may account for the increase in sales of green tea, taste is still the most important factor for American consumers buying tea and increased flavor options, as well as tea blends and fusions are expected to be a trend for US tea brands in 2017.

(source: world tea directory)


In general, the world consumed 2.9 million tons of tea in 2016, up from 1.6 in 2002 and global consumption of tea is forecast to reach 3.3 million tons in 2021, which will grow 15% from 2016.

(source: euromonitor)

(source: world tea directory https://blog.euromonitor.com/2017/08/quick-facts-global-tea-consumption.html)









The most commonly enjoyed Japanese green tea variety. In general, Sencha is green tinged with yellow and has a well-balanced combination of aroma, umami and bitterness, providing a feeling of luxury.








The finest grade of Japanese green tea, gyokuro is sweet with a unique mildly astringent aroma and mellow umami. The distinctive process of Gyokuro producing tea leaves with large amounts of “theanine”, an amino acid that enhances umami.
Gyokuro (refined green tea)









Matcha is a fine powdered green tea commonly used in the tea ceremony. Its elegant aroma and concentrated sweetness make matcha a sheer pleasure to drink. Matcha is perfect for drawing of the flavors of Japanese confectionery and cuisine.










Bancha has more delicate umami than Sencha with just enough tannin to offer an astringent, yet light and fresh flavor. Bancha refreshes the palate after meals and is a common preference among the Japanese people as an everyday green tea.










This fragrant and refreshing Japanese green tea is warm brown color with somewhat mild flavor which is popular with children and elderly. 

Houjicha (roasted whole leaf green tea)









Genmaicha is a richly-flavored Japanese green tea made by mixing roasted rice with sencha or bancha. Because of its low caffeine content, genmaicha is recommended for all ages, from children to the elderly.

Genmaicha (green tea with roasted rice)

(source: 代表的な日本茶の特長 http://www.maff.go.jp/j/shokusan/export/e_info/tya/pdf/english_cataloge.pdf)





Green Tea Production Prefecture

& Production Volume in Japan  


1. Shizuoka 30,700 tons  

2. Kagoshima 24,600 tons  

3. Mie 6,370 tons  

4. Miyazaki 3,760 tons  

5. Kyoto 3,190 tons



(source: Ministry of Agriculture, Forestry and Fisheries of Japan)


Japanese Suppliers


Japanese suppliers have been providing high quality tea such as organic tea and the world’s finest green tea or “cha” (Japanese for tea) comes from Kyoto. The followings are some representatives.




  • ITO EN, Ltd
    ITO EN has the largest brand share in Japan for green tea beverage which covers about 40% of the market in 2017. ITO EN has a variety of products and products with larger contents.


  • Iyemon Cha
    Having the second large brand share of Japan’s green tea market (about 25%), and using tea leaves from Kyoto and original procedure to provide fresh and elegant flavor.


  • Yamasan Co., Ltd (organic green tea)
    Using raw materials from Uji City, Kyoto where the birthplace of Japanese tea to provide rich and elegant flavor.




JAS Organic Certification

This is necessary for the sale of organic products within Japan, examining the producing process management, confirming the high quality of products.

JONA International Certification

Conforming to IFOAM (International Federation of Organic Agriculture Movement) standards, which are higher than those of JAS organic certification.
NOP(USDA) Certification Examining the organic production or handling system plan, soil & water quality, and crop-related standards.
EU Certification Prove that the company has taken care of its regulatory obligations appropriately.
KOSHER Certification KOSHER certification based on regulations set by Judaism confirms the safe and natural food products.
Food Safety System Certification 22000 It demonstrates the company has a robust Food Safety Management System in place.
Halal Certification t means that the products are allowed to be eaten according to Islamic Sharia Law.  



Certification status of representative suppliers

ITO EN  ✔    ✔    ✔ ✔   ✔
CALENDAR       ✔