Why Japanese Matcha Is Rare in Europe | Is Your Matcha Really from Japan?
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In recent years, matcha has become very popular in Europe.
More people choose healthy drinks, and Japanese food is also becoming more popular. However, finding real, high-quality Japanese matcha is not easy.
So here is one question for matcha lovers.
”Is the matcha you drink really made in Japan?”
The global demand for matcha continues to grow. At the same time, it is becoming more difficult to buy genuine Japanese matcha outside Japan.
In Europe, strict EU import rules, customs duties, VAT, and other import costs make it harder for high-quality Japanese matcha to reach the market.
Because of this, some products have unclear origins, and some are made to look like Japanese matcha even though they are not. Today, it is more important than ever for consumers to know how to identify authentic Japanese matcha.
In this article, we explain why genuine, high-quality Japanese matcha is rare in Europe. We also share simple tips to help you recognize authentic Japanese matcha and introduce the values behind the Matcha Lab brand.
Strict EU Import Rules Are a Major Challenge
There are three main reasons why it is difficult to find high-quality Japanese matcha in Europe.
- Strict EU import regulations
- High import costs
- Packaging and environmental regulations
These challenges make genuine, high-quality Japanese matcha much harder to find across Europe.
Let's take a closer look at each one.
1. Strict EU Import Regulations
Matcha that can be sold in Japan cannot be imported into the EU unless it meets the EU's pesticide residue limits.
As a result, Japanese matcha producers often need to grow and produce separate matcha for the European market. This increases production costs.
2. High Import Costs
Exporting matcha from Japan to Europe also involves additional costs, including customs duties, Value Added Tax (VAT), and international shipping.
These extra costs increase the final retail price, especially for high-quality Japanese matcha.
3. Packaging and Environmental Regulations
In recent years, the EU has introduced new regulations to encourage the use of recyclable food packaging.
In some cases, traditional packaging materials no longer meet these requirements. Even if the matcha itself meets all food safety standards, the product may still not be exported unless its packaging complies with the latest regulations.
The Global Matcha Boom and the Growing Supply Shortage
In recent years, matcha has become popular around the world as more people choose healthy drinks and enjoy Japanese food. Demand has grown especially quickly in Europe, and interest in Japanese matcha is higher than ever.
However, supply has not kept up with this growing demand.
Tencha, the tea leaves used to make matcha, cannot be produced quickly. Even after a new tea field is planted, it takes several years before it can produce tea leaves with stable, high quality.
In addition, extreme heat and other climate changes have reduced harvests in recent years, making high-quality tencha more difficult to produce each year.
Because of this limited supply, some long-established Japanese tea companies have introduced purchase limits on certain products or have temporarily stopped accepting new orders. In other words, even in Japan, it has become difficult to secure enough high-quality Japanese matcha.
On top of this, Europe has strict import regulations and high shipping costs. These additional challenges further reduce the amount of high-quality Japanese matcha available in the European market.
As the global matcha boom continues, genuine, high-quality Japanese matcha is becoming increasingly rare. Finding it consistently in Europe is more difficult than ever.
Is the Matcha You Drink Really Made in Japan?
As the global matcha boom continues, the supply of high-quality Japanese matcha remains limited.
Many long-established Japanese tea companies have introduced purchase limits or temporarily stopped selling some products because demand is greater than supply.
At the same time, counterfeit products and fake online stores pretending to sell Japanese matcha have become a growing problem outside Japan.
For example, Marukyu Koyamaen, one of Kyoto's most respected tea companies, has published an official warning about counterfeit products using its brand name and about customers who purchased non-genuine products from fake online stores.
» Warning of Counterfeit products
Buying Matcha Outside Japan Requires Extra Care
Especially in Europe, selling authentic Japanese matcha involves many requirements and additional costs, including:
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Strict EU food import regulations
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Pesticide residue testing
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Environmental regulations for packaging materials
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Customs duties and Value Added Tax (VAT)
- International shipping costs
In other words, importing and selling genuine, high-quality Japanese matcha through official channels requires a significant investment.
For this reason, when buying matcha outside Japan, it is important not to judge a product by its price alone. You should also check whether the matcha is genuinely made in Japan and whether it is sold through a reliable supplier.
If a product is much cheaper than the normal market price or the seller provides little or no company information, it is a good idea to confirm that the matcha is truly made in Japan before buying it.
How to Identify Genuine Japanese Matcha
Before purchasing matcha, check the following points:
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Is the country of origin clearly stated?
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Are the manufacturer and seller clearly identified?
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Is the price reasonable compared with the market price?
- Is the product sold by a trusted website or authorized retailer?
If you cannot confirm this information, it is best to think carefully before making a purchase.
Today, matcha from countries such as China and Vietnam is widely available around the world. Many of these products use Japanese-style packaging or marketing, making them look similar to Japanese matcha.
When buying matcha outside Japan, do not rely only on the package design. Checking the product information and the seller is one of the best ways to choose genuine Japanese matcha.
» How to Identify High-Quality Matcha?
What Matcha Lab Stands For
Matcha Lab is more than a brand that sells Japanese matcha.
Our goal is to create a market where people in Europe can buy genuine Japanese matcha with confidence.
When I started Matcha Lab, I researched EU import requirements and spoke directly with Japanese matcha producers. Through this process, I learned that bringing high-quality Japanese matcha to Europe is far more challenging than most people realize.
That is why Matcha Lab puts quality and trust before price.
Matcha Lab's products are 100% Uji matcha from Kyoto, blended and produced by Marukyu Koyamaen in Kyoto.