Why Japanese Uji Matcha Costs €300–400/kg in Europe [2026]

When I started Matcha Lab, I visited Uji, Kyoto and met with several Japanese matcha suppliers.

Through these meetings, I learned about the actual wholesale prices of matcha in Japan in 2026, at a time when global demand for matcha is extremely high.

However, there is one major issue.

Most matcha produced for the Japanese market cannot simply be exported to Europe.

One of the main reasons is the EU's strict limits on pesticide residues.

To export matcha to Europe, the product must meet EU pesticide residue standards.

Only a limited number of Japanese suppliers can provide matcha that meets these requirements. Producing matcha for the European market also costs more than producing matcha for the Japanese market.

As a result, a realistic wholesale price for Uji matcha for cafés in Europe is around:

€300–400/kg

However, you can find Japanese Uji matcha sold in Europe for much less than this.

Why?

I will not discuss the reasons here.

What I can say is simple: Don't only check the seller.
*Check who actually manufactures the matcha.

If the matcha is truly produced in Uji, Kyoto, there should be no reason to hide the manufacturer.

In this page, I will look at the real wholesale price of Japanese matcha in Europe in 2026, based on actual price information that Matcha Lab received directly from matcha companies in Kyoto.

Wholesale Cafe Grade Japanese Uji Matcha Costs €110-160/kg

While developing our products, Matcha Lab contacted several matcha companies in Japan.

Prices vary depending on the origin, quality, and production method. However, even matcha made for cafés, such as for matcha lattes and baking, was generally quoted at around:

€110–160/kg

Of course, this is only the wholesale price in Japan. These products are also produced for the Japanese market.

You may find much cheaper matcha on large online marketplaces such as Amazon Japan, sometimes for around €60–70/kg.

However, matcha at this price level should not be considered high-grade matcha. Even if the product description looks attractive, matcha in this price range is generally mass-produced and made from tea harvested later in the season.

Based on my personal experience, the €60–70/kg matcha I have purchased from Amazon has been lower in quality, with a coarser texture, yellowish-green color, and stronger bitterness.

Of course, a higher price does not always mean higher quality.

But you should not expect too much from matcha that anyone can buy for €60–70/kg.

Also, remember that €110–160/kg is the wholesale price for latte-grade matcha.

Higher-quality matcha, often sold as ceremonial grade, can cost more than €300/kg.

There is another important point.

These wholesale prices are for matcha produced for the Japanese market.

Such matcha cannot automatically be exported to Europe.

Based on the suppliers Matcha Lab researched, matcha offered for the EU market was generally 1.3 to 1.5 times more expensive than comparable products for the Japanese domestic market.

This means that even café-grade matcha that meets the requirements for export to the EU can have a wholesale price in Japan of around:

€140–240/kg

For example, Marukyu Koyamaen, a long-established matcha manufacturer in Uji, Kyoto, previously offered matcha for the EU market at the following prices.

Source: Marukyu Koyamaen Catalog

€210–360/kg by the Time It Arrives in Europe

Even if EU-compliant matcha can be purchased in Japan for €140–240/kg, it cannot be sold in Europe at the same price.

Shipping products from Japan to Europe involves additional costs, including international shipping, packaging, customs procedures, and other import-related expenses.

Based on our calculations, the landed cost is roughly 1.5 times the original wholesale price in Japan.

As a result, Japanese Uji matcha that costs €140–240/kg in Japan can reach approximately:

€210–360/kg by the time it arrives in Europe.

A sustainable selling price in Europe must then include the seller's operating costs and profit margin on top of this landed cost.

This gives us a more realistic picture of what genuine Uji matcha costs when sold in the European market.

Matcha Lab's café-grade product, Classic Uji Matcha, is manufactured by Marukyu Koyamaen in Uji, Kyoto.

Due to the confidentiality of our business agreement, we cannot disclose our actual wholesale purchase price. However, you can use the catalog prices shown above as a reference.

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Japanese Uji Matcha Prices in 2026: Café Grade

Here is a simple summary of the 2026 price range for café-grade matcha that meets EU requirements.

Stage	Reference Price
Wholesale price in Japan	€140–240/kg
Landed cost in Europe	€210–360/kg
Selling price in Europe	€300–400/kg

Of course, not all Japanese matcha falls within this price range.

Prices can vary significantly depending on the origin, harvest season, cultivar, production method, quality, order volume, and business terms.

At Matcha Lab, we currently offer our café-grade Classic Uji Matcha for €399/kg.

For reference, if a café uses 2g of matcha for one matcha latte, the matcha itself costs approximately:

€0.80 per cup

Even after adding 300ml of milk and syrup, the total ingredient cost is around €2 per matcha latte.

Is that expensive?

Compare it with the price of a matcha latte at Starbucks or a matcha café in your city.

For B2B orders, we can also provide individual wholesale quotes based on your order requirements. Please feel free to contact us.