Matcha mania in ThailandーNHK WORLD-JAPAN NEWS

Key Concepts

• Matcha Boom: The rapidly increasing popularity of powdered green tea, particularly in Thailand.
• Green Tea Exports (Japan): Record-high export values driven by demand from countries like Thailand.
• Fusion Flavors: The adaptation of matcha drinks to local tastes, such as combining matcha with coconut juice or orange juice.
• Local Production: Thailand’s efforts to cultivate its own Japanese-style green tea to reduce reliance on imports.
• Social Media Influence: The role of platforms like Instagram in driving the popularity and trends surrounding matcha.

Record Growth in Japanese Green Tea Exports to Thailand

Japan’s green tea exports reached a record high of approximately $470 million last year, representing nearly a doubling of the previous year’s figures. Thailand is the primary driver of this growth, serving as the largest importer of Japanese green tea within Asia. This surge is largely attributed to the burgeoning popularity of matcha (抹茶), powdered green tea, amongst Thailand’s younger, health-conscious population.

The Rise of Matcha in Thai Culture

The video highlights the shift in social habits in Thailand, with matcha increasingly replacing alcoholic beverages at social gatherings. Consumers interviewed emphasize matcha’s health benefits and its alignment with their current lifestyles. This demand has fueled a rapid proliferation of specialty matcha shops throughout Bangkok. These cafes often prioritize providing an authentic experience, utilizing traditional tools like bamboo whisks (chasen - 茶筅) to prepare the tea.

A significant factor in this trend is the influence of social media. Customers routinely photograph and share images of matcha drinks on platforms like Instagram, creating a visual cycle of promotion and consumption. As one interviewee stated, “My feed often shows matcha shops that I follow. So, what I usually do is share and follow. If I find a shop, I'll go try it.” This demonstrates the power of social media in driving consumer behavior and creating demand.

Adapting to Local Palates: Fusion Flavors

Thai cafes are not simply replicating traditional Japanese matcha preparations. They are actively innovating and adapting the drink to suit local tastes. This is evidenced by the development of fusion beverages, such as matcha lattes blended with coconut juice or fresh orange juice. A cafe owner explained this strategy, stating, “Thai people like fusion flavors. They need menu items like mixing this and that and don't stay within strict boundaries. So, it must have a new creative menu and it's a way of competition.” This highlights the importance of localization and innovation in capturing the Thai market.

Thailand’s Move Towards Local Production

Recognizing the growing demand and rising import costs, Thailand is actively pursuing the local cultivation of Japanese-style green tea. A major local beer manufacturer has partnered with Chisuoga, a company from a prominent Japanese tea-growing region, to establish tea plantations within Thailand. Despite the challenging climate – specifically, Thailand’s intense sunshine – growers have successfully adapted cultivation techniques to ensure the tea plants thrive.

The company plans to expand its cultivation area by 60% over the next three years. This initiative aims to reduce reliance on imports from Japan and provide a more affordable source of high-quality green tea for the domestic market. As stated in the report, “If we can develop better quality tea at an affordable price, it can only lead to more people drinking green tea.”

From Local Specialty to Global Phenomenon

The report concludes by reflecting on the remarkable journey of matcha. Originating as a local specialty in Japan, it has evolved into a global phenomenon, driven by factors such as health consciousness, social media trends, and innovative product development. The video emphasizes the transformation of matcha from a niche product to a mainstream beverage, demonstrating its adaptability and widespread appeal.