What Matters to JFP in the Growing Global Demand for Matcha

What Matters to JFP in the Growing Global Demand for Matcha
— Creating Lasting Value for Japanese Tea Through Safety and Trust —

Global demand for matcha and other Japanese green teas continues to grow at an unprecedented pace. Both export volume and export value have reached record highs, marking a significant turning point for Japan’s tea industry, as widely reported in the media.

At the same time, however, the industry faces mounting challenges, including labor shortages, climate change, and production systems that increasingly prioritize cost and efficiency. As competition intensifies, the true value of Japanese tea risks being overlooked.

The Original Purpose of Tea: Health and Well-Being

Tea was originally valued not simply as a beverage, but for its health benefits and medicinal properties.

Today, many production systems have become increasingly dependent on agricultural chemicals while prioritizing efficiency and cost reduction. Unfortunately, the tea industry is no exception.

At JFP, we believe this trend calls for a different approach.

JFP’s Approach to Tea Production
— Safety Comes First —

At JFP, everything begins with respect for the tea plant itself and the quality of its leaves.

• Minimizing reliance on potentially harmful agricultural chemicals
• Prioritizing food safety for consumers above all else
• Preserving the natural qualities and benefits of Japanese tea

Guided by these principles, we are committed to creating new value through tea production built on safety, quality, and sustainability.

For us, tea is more than a commercial product. It is an essential part of health, culture, and everyday life—one that should be preserved for future generations.

Growing Global Demand Calls for Greater Responsibility

The worldwide popularity of matcha presents tremendous opportunities for Japan’s tea industry.

At the same time, it raises an important question: What should we produce, how should we produce it, and for whom?

Rather than viewing this trend simply as market expansion, JFP sees it as an opportunity to transform the industry around safety, sustainability, and long-term value.

By connecting production, processing, distribution, and global markets, we are committed to delivering authentic, high-quality Japanese tea to the world in the right way.

We believe this is the role JFP should play.

Looking Ahead

JFP will continue to go beyond reporting industry trends by connecting producers with markets through practical initiatives that contribute to the sustainable growth and renewed trust of Japan’s tea and food industries.