23/05/2026
People from all over the world visit Kyoto every day looking to source high-quality Japanese matcha and hojicha.
However, the number of tea farmers in Japan is declining due to an aging population. It may become increasingly difficult to obtain high-quality Japanese matcha in the future.
As a director of a trading company , my role is to connect people with people, companies with companies, and overseas markets with Japan, but I feel that precise matching has become even more essential.
Now that matcha production has begun in China, Vietnam, and many other countries, my primary role is to understand customer needs at a level they may not even realize themselves and to propose products from the most suitable tea manufacturers. I am currently training myself to be able to carry this out every day.
What do you look for in your own matcha brand? And why? I’d love to hear your thoughts.