Over the past two to three years, the global matcha market has experienced remarkable growth. This surge in popularity naturally places pressure on a production that, by definition, remains limited and highly specialised. The result has been successive price adjustments and a gradual reshaping of market balance.
For us, the challenge was not simply to follow this movement, but to anticipate it: how could we maintain our quality standards while ensuring a stable, consistent and sustainable supply for our customers?
A Year of Tasting and Research
Over the past year, we tasted well over 80 matchas from different regions and producers. This patient work allowed us to better understand the current dynamics of the market and, above all, to identify partners capable of offering consistent quality.
A Complex Production and Unique Craft
Producing matcha is a long and specialised process. From shading the tea plants to grinding the leaves on stone mills, every step requires precise actions, costly equipment and deep expertise. There is also a human dimension: despite the presence of specialised schools, succession remains limited and relatively few young people wish to take over tea manufacturing.
In this context of growing demand, the market has seen price increases ranging from 20% to 50%, with another rise anticipated in 2026.
Two New Matchas Join the Collection
Historically, matcha has been closely associated with Japan. Yet, as in the world of wine, the emergence of other terroirs can not only enrich the offering but also contribute to greater market resilience.
With this in mind, we have added two new origins to our catalogue.
Matcha Barista (Guizhou, China)
Our research led us to Guizhou province, where we established a partnership with Mr Bai Zhizhen, who oversees both the fields and the production.
From our first exchanges, we were struck by his curiosity and professionalism. Communication was fluid and collaborative—an essential element when developing a product that is meant to evolve alongside market needs.
Matcha Barista is the first Chinese matcha to earn a place in our selection. It is crafted from a blend of cultivars (Zhongcha 108, Longjing, Fuding and Jiukeng) and offers pronounced vegetal notes reminiscent of rocket, along with subtle aromas of milk chocolate.
Organic Hadong Matcha (Hwagae-myeon, South Korea)
We also turned our attention to South Korea, more precisely to the Hadong region, where Mr Oh Jin-An produces an organic matcha within a local cooperative.
Made from older, locally derived tea plants, this matcha reveals vegetal notes (snow peas) and slightly marine nuances often observed in teas grown near the sea. Its emulsion is smooth and creamy, with a pronounced jade-green colour highly prized by matcha enthusiasts.
A Thoughtful Adaptation
Diversifying our sources of supply is our constructive way to participate in the evolution of the matcha market while maintaining the rigour that has guided our selections for more than 25 years.
At a time when global demand continues to grow and production costs are rising, we believe stability comes from strong relationships, consistent fieldwork and an openness to new terroirs.