Chapter 4: Popular Matcha Items in Global Markets

Introduction

Matcha has evolved from a traditional Japanese tea into a globally recognized product category. Today, matcha is widely consumed not only as a beverage but also as an ingredient in drinks, sweets, and processed foods. Across North America, Europe, and Asia, matcha products are positioned as premium, healthy, and culturally authentic items.

This chapter highlights the most popular matcha product categories in overseas markets, focusing on core items with stable demand as well as additional products that create differentiation and added value.

Part 1. Growing Global Demand for Matcha Products

 

Global interest in matcha continues to grow, driven by health-conscious consumers and increasing appreciation for Japanese food culture. In major cities worldwide, matcha is perceived as a healthy, premium, and stylish ingredient.

Once limited to specialty stores, matcha products are now commonly found in supermarkets, cafés, and online platforms. As a result, matcha is no longer viewed simply as a raw material but as a distinct product category with strong brand value.

Part 2. Core Product Category ①: Matcha Powder (Matcha Powder)

Matcha powder is the foundation of all matcha-related products and represents the most essential category in global markets. Its versatility allows it to be used for traditional tea preparation, café beverages, and food manufacturing.

In overseas markets, demand is particularly strong for:

• Bulk matcha powder for cafés and restaurants
• Retail-ready canned matcha
• Convenient stick-type matcha powder

Because matcha powder can be applied across multiple uses, it offers high flexibility for buyers and allows businesses to expand their product range over time. This adaptability makes matcha powder a core item for both retail and foodservice channels.

Part 3. Core Product Category ②: Matcha Drinks

Matcha drinks represent one of the fastest-growing segments in the global matcha market. Products such as matcha lattes, matcha cappuccinos, and instant powdered drinks are now standard offerings in cafés and coffee chains.

Beyond taste, matcha drinks are increasingly recognized as healthy green beverages suitable for daily consumption. Their ability to be customized—by adjusting sweetness, milk type, or flavor—allows brands to adapt products to local preferences, making matcha drinks a strong driver of repeat demand.

Part 4. Other Matcha Products ①: Matcha Sweets

Matcha sweets are highly popular overseas due to their distinctive flavor and vibrant green color. Common items include cookies, chocolates, cakes, and baked goods, all of which convey a strong sense of Japanese identity.

These products are particularly effective as gift items or limited-edition offerings. In many markets, matcha sweets are perceived as premium products, enabling brands and retailers to position them at higher price points while maintaining strong appeal.

Part 5. Other Matcha Products ②: Matcha-Flavored Snacks and Foods

Matcha is also widely used as a flavor in snacks and processed foods, including ice cream, cereals, snack bars, and confectionery. These matcha-flavored products are designed for everyday enjoyment and appeal to a broad consumer base.

From a business perspective, matcha flavoring is often used to refresh existing product lines or to develop region-specific offerings. This flexibility makes matcha-flavored foods well suited for OEM production and collaboration with local brands.

Part 6. Key Considerations for Overseas Buyers

For international buyers, understanding the role of each product category is essential. Matcha powder and matcha drinks function as core products with stable, ongoing demand, requiring consistent quality and reliable supply.

Buyers must also consider:

• Shelf life and storage conditions
• Packaging size and format
• Compliance with local labeling regulations

These factors play a crucial role in successful market entry and long-term distribution.

Part 7. Conclusion: The Value of Category-Based Matcha Product Proposals

Rather than offering matcha products individually, organizing them by category—core items and additional value-added products—creates a clearer and more compelling proposal for overseas buyers.

By combining matcha powder, matcha drinks, and other matcha products, suppliers can offer flexible product assortments that are easy to introduce and expand. As global demand for matcha continues to rise, strategic product categorization will remain a key factor in building sustainable international business.