Japanese matcha whose growth pace does not slow down.


But there were some notable signs in 2021. Inquiries and interest in Sencha (green tea) and Hojicha (roasted tea) other than matcha have expanded. This is nothing more than the rapid improvement of consumers’ knowledge.

Matcha continues to be a perennial favorite. But in 2021, things have changed a bit. Matcha has become widely recognized as a superfood for ingesting healthy ingredients. Being a superfood, the buyer’s interest is, of course, whether or not the ingredient is included. And they are also paying close attention to safety. It’s different from the consumer sentiment that simply a bright green liquid is cool as before.

These new waves are taking off from the attitude of simply buying cheap matcha. As a result, there has been a move to avoid other domestic matcha and buy the original Japanese matcha. The original Japanese matcha is not a product that falls into the low-priced category. This is because many processes are required for both cultivation and production, and low-grade tea leaves are not used as raw materials. As a result, it is not uncommon for the price to be 4-5 times that of cheap matcha from other countries. It is often surprising to get raw materials for matcha produced outside Japan and compare their qualities. There are questions about both health benefits and safety.

Some smart consumers don’t need the very fine particle size, commonly known as ceremonial grade. This is one good way. You can easily enjoy genuine high-quality matcha by purchasing Japanese sencha with reliable quality and crushing it with a coffee grinder. In the powdered matcha state, it can be difficult to tell if it is of good or bad quality. But this is definitely a good way to go.

These phenomena are increasing inquiries about non-matcha such as sencha to our company.

In connection with this, the number of inquiries about hojicha is increasing. The reason is that it is cheap, contains enough healthy ingredients except theanine, and is easy to apply as a substitute for coffee and tea. Therefore, there is increasing interest in hojicha powder. Easy to handle like instant coffee. However, it has a stronger bitterness than matcha, so adding a little sweetness will make it easier to drink.