【环球时报驻澳大利亚特约记者 达乔】韩国首尔近来兴起清晨咖啡派对潮流，用咖啡搭配阳光和电 音，带给首尔年轻人全新的生活方式。其实，这一潮流并非首尔"首创"，它的源头之一在澳大利亚，在 那里甚至面包店也能变身清晨舞池。 澳大利亚一直是全球较大的咖啡市场，全国咖啡馆超过5.5万家。对于许多澳大利亚人来说，每天喝上 三四杯咖啡非常正常。在清晨或上午的短休时间来一杯咖啡，更是很多澳大利亚人生活中的重要习惯。 这一习惯近两年发展出"新玩法"，在咖啡师、面包师、甜点师和音乐DJ的"合作"下，咖啡馆秒变"狂欢 夜店"，人们手捧咖啡，"把咖啡言欢"。 《环球时报》特约记者注意到，在社交媒体上，越来越多的澳大利亚人会分享参与"咖啡狂欢"现场活动 的体验。在墨尔本，名为"混合抹茶"的饮品店在社交媒体上定期发布"咖啡狂欢音乐秀"的活动通 告。"混合抹茶"的3位创始人分别介绍自己为咖啡达人、抹茶深度粉和音乐DJ。他们为每场"咖啡狂 欢"活动策划菜单、场地和音乐。创始人之一的塔妮娅表示，人们来到这里可以随意选择咖啡或抹茶， 在音乐的伴奏下自由交流，不少人会随着旋律舞动起来。记者来到现场，向身边参与"咖啡狂欢"活动的 人问起：为什么会选 ...

Core Viewpoint - The article highlights the paradox of China's position as the world's largest producer of matcha, while consumers are willing to pay exorbitant prices for imported Japanese matcha, reflecting a significant disparity in market perception and pricing [2][9][12]. Group 1: Market Dynamics - In 2022, the average export price of Japanese tea reached $27.3 per kilogram, approximately 200 RMB, which is four times higher than that of Chinese tea exports [6]. - Domestic consumers often pay high prices for Japanese matcha, with 50 grams of Uji matcha priced at 368 RMB in premium supermarkets, while local tea farmers sell raw tea leaves for only 20 RMB per kilogram [5][7]. - The demand for matcha in China has been increasing, with the market showing a growth rate of over 10% annually [22]. Group 2: Historical Context - Matcha originated in China during the Tang Dynasty, known as "mocha," and gained popularity in the Song Dynasty before being introduced to Japan [10][11]. - The production techniques for matcha were brought back to Japan by a monk during the Southern Song Dynasty, leading to its widespread popularity in Japan, while it faded in China until recent years [12]. Group 3: Production Landscape - China has seen significant advancements in matcha production over the past decade, with Zhejiang province becoming the largest producer, accounting for a substantial portion of national output [15]. - In 2023, Zhejiang's matcha production exceeded 4,200 tons, generating over 600 million RMB in value, while Guizhou produced 1,200 tons with a value exceeding 350 million RMB [15][16]. - Japan's matcha production has been declining due to an aging workforce, with the number of tea farmers dropping from 53,000 in 2000 to 12,000 in 2020, leading to a significant reduction in production capacity [18][19]. Group 4: Competitive Landscape - Despite Japan holding a 70% share of the high-end matcha market, its supply capabilities are struggling to meet the increasing demand, leading to a reliance on Chinese imports for lower-end products [17][20]. - Chinese matcha has begun to fill the gap in the market, with Guizhou's matcha being exported to Japan, accounting for 70% of Japan's imports in the first half of the year [20][21].

Core Viewpoint - Matcha is a unique type of green tea powder that has gained popularity due to its distinct aroma, rich flavor, and vibrant green color, leading to a variety of matcha-flavored products in the market [1][6]. Group 1: Definition and Characteristics of Matcha - Matcha is defined as a finely ground powder made from shade-grown tea leaves that undergo steaming and drying processes, distinguishing it from regular green tea powder [6]. - The production of matcha involves removing stems and veins from the tea leaves, resulting in a finer texture and higher quality [9]. - Matcha contains a high level of chlorophyll due to its cultivation in shaded environments, contributing to its bright green color [8]. Group 2: Nutritional Components - Matcha is rich in various natural nutrients, including theanine, polyphenols, caffeine, vitamin C, and quercetin, which contribute to its unique flavor and health benefits [8]. Group 3: Quality Indicators for Purchasing Matcha - High-quality matcha should have a bright green color, a strong "covering aroma" similar to seaweed, a fresh taste, and a soft, fine texture [11]. - Consumers should be cautious of products labeled as matcha that may contain additives like sugar or vegetable fat, and should read ingredient lists carefully [12]. Group 4: Storage and Shelf Life - Unopened matcha should be stored in a dry, dark, and cool place, with a shelf life of up to six months if refrigerated [14]. - Once opened, matcha should be kept in an airtight container in the refrigerator and consumed within two months for optimal freshness [15]. Group 5: Caffeine Content and Consumption Recommendations - A typical serving of matcha contains 30-90 mg of caffeine, which is lower than coffee but can still affect caffeine-sensitive individuals [17]. - It is recommended to consume matcha in the morning or afternoon and to avoid intake within six hours before sleep to prevent insomnia [19]. Group 6: Health Benefits and Weight Management - Matcha may enhance fat oxidation during exercise due to its catechin and caffeine content, but relying solely on matcha for weight loss is not advisable [21][22]. Group 7: Preparation and Pairing Suggestions - To reduce bitterness, matcha can be prepared with specific ratios of matcha to water, optimal water temperatures, and natural sweeteners [24][27]. - Pairing matcha with dairy products, fruits, or grains can enhance flavor and nutritional benefits while maintaining health properties [28].

Core Viewpoint - The article discusses the global surge in matcha popularity, leading to shortages in Japan, highlighting the increasing demand for matcha products and its implications for the industry [2]. Group 1: Industry Trends - The matcha market has seen a significant increase in demand, with sales rising by 30% year-on-year in Japan [2]. - International interest in matcha has expanded, with countries like the United States and Australia reporting a 50% increase in matcha-related products [2]. - The trend is driven by health-conscious consumers seeking natural and organic products, positioning matcha as a premium offering in the beverage and food sectors [2]. Group 2: Supply Chain Implications - The surge in demand has led to supply shortages in Japan, with some producers unable to meet the rising orders [2]. - Prices for matcha have increased by 20% due to the supply-demand imbalance, affecting both local and international markets [2]. - Producers are exploring ways to scale up production, including expanding cultivation areas and improving processing techniques to meet global demand [2].

Core Insights - The Chinese matcha industry is at a critical turning point, with increasing global demand and opportunities for growth [1][10] - Matcha is gaining popularity among younger generations in Europe and America, being recognized as a "superfood" [1][10] - Chinese matcha production has surpassed Japan, with expectations to produce over 5,000 tons by 2025, making China the largest producer and consumer of matcha globally [10][11] Industry Trends - Major tea brands in China, such as Heytea and Nayuki, have launched new matcha products, emphasizing their Chinese origins [2][4] - The rise of matcha products in the beverage and dessert sectors reflects a shift in consumer preferences towards this flavor [4][11] - The matcha market is seeing a surge in product innovation, with various brands creating unique offerings to attract consumers [4][10] Production and Supply Chain - The production of high-quality matcha requires a complex supply chain, including specific cultivation and processing methods [6][7] - Key players like Guizhou Guicha Group and Zhejiang Tea Group are leading the establishment of matcha production bases in China [7][9] - The production process involves multiple steps, including shading, harvesting, and low-temperature grinding to preserve nutrients [6][9] Market Dynamics - The global demand for matcha is strong, with significant price increases observed in auction markets [12][14] - Matcha is positioned as a competitor to coffee and chocolate, with potential for capturing market share in these established sectors [12][15] - The Chinese market's unique preferences may allow for the development of matcha products that cater specifically to local tastes [10][19] Future Outlook - The combination of local production capabilities and a large consumer base positions the Chinese matcha industry for significant growth [10][19] - Companies are encouraged to leverage their advantages in production and market access to create popular consumer products [19] - The industry is at a pivotal moment, with the potential for rapid expansion and innovation in matcha offerings [1][11]

Core Viewpoint - The "Enterprise Home" initiative in Tongren City is a crucial support for the development of private enterprises, enhancing the business environment and promoting high-quality economic growth [1][3]. Group 1: Policy Implementation - In December 2024, the Guizhou Provincial Government issued the "Operational Mechanism of Guizhou's 'Enterprise Home'," leading to the establishment of a comprehensive service system in Tongren City that ensures policy benefits reach enterprises effectively [3]. - Since its inception in 2023, the "Enterprise Home" has processed 433 various enterprise requests with a 100% resolution rate, demonstrating a commitment to responsive service [3]. Group 2: Service Enhancement - The "Enterprise Home" actively engages with businesses through face-to-face interactions to gather feedback and address issues, ensuring that requests are documented and addressed promptly [5]. - A collaborative service group has been formed to implement a comprehensive mechanism for collecting and addressing enterprise needs, ensuring tailored solutions for each business [5]. Group 3: Infrastructure Development - Tongren City has expanded its service points, adding three township service points, three park service points, one financial service point, and one community micro-enterprise park service point to enhance local service accessibility [5]. - The initiative promotes the development of specialized service guides based on local industries, creating a distinctive service ecosystem in Tongren [7]. Group 4: Future Outlook - The city aims to continue enhancing the "Guiren Service · One Vision Tongren" brand, focusing on precise policies, efficient services, and a favorable environment to support the sustainable growth of enterprises [7].

Core Viewpoint - Zhejiang Province is accelerating the development of its tea industry with a focus on high-quality exports, aiming to enhance its global market presence and diversify its product offerings [1][2]. Group 1: Export Performance - From January to May this year, Zhejiang's tea export value and volume both increased by over 20% year-on-year [1]. - The province's tea exports are primarily green tea varieties such as Zhu tea and Mei tea, with an expected export volume of 156,000 tons and an export value of $470 million in 2024 [1]. Group 2: Strategic Initiatives - Zhejiang plans to establish group standards for Zhu tea and Mei tea, enhancing quality control from cultivation to processing, and promoting international certification [2]. - The province aims to strengthen its export brand by promoting high-quality green tea globally and supporting tea companies in participating in international agricultural exhibitions [2]. - Efforts will be made to develop new tea products that meet international consumer demands, including tea foods and new-style tea drinks, to create a product system that integrates traditional and innovative tea offerings [2].

Core Viewpoint - The article discusses the rising demand for matcha globally, particularly due to a shortage in Japan, and highlights the potential of Tongren, Guizhou, to become a leading matcha production hub, surpassing Uji, Japan [3][5][6]. Group 1: Market Dynamics - The shortage of Japanese matcha is attributed to a mismatch between supply and demand, with a projected 47% increase in tourists to Japan in 2024, reaching 36.87 million [5]. - Google Trends indicates a 33.3% increase in matcha search interest in 2025 compared to its peak in 2019, reflecting growing global demand [5]. - Japan's matcha exports, particularly powdered tea, saw an 80% share of total green tea exports in early 2025, with a 68% year-on-year increase [11]. Group 2: Production and Export - Guizhou province, particularly Tongren, has emerged as a significant matcha producer, contributing to 25% of China's matcha output, with 1,000 tons produced in 2023, equivalent to a quarter of Japan's total matcha production [8][9]. - In 2025, Tongren exported 4 tons of matcha to Japan, with an additional 6 tons expected, establishing itself as a supplier for major restaurant chains [9]. Group 3: Cultural and Historical Context - Matcha originated in China during the Wei and Jin dynasties, but its popularity waned in China while it flourished in Japan [8]. - The development of matcha in Guizhou has been recent, with significant investments and the establishment of the world's largest matcha refining facility in 2017 [8]. Group 4: Local Brands and Market Penetration - Local brands in Tongren, such as "去茶山," are gaining traction, with nearly 60 stores nationwide, although they remain relatively small compared to larger chains [16]. - Major tea brands have begun incorporating Tongren matcha into their products, enhancing its visibility in the market [17]. Group 5: Future Prospects and Challenges - Tongren's matcha industry is still in its early stages of brand development and cultural integration, lacking the cohesive aesthetic experience that Uji offers [31][32]. - The local government is actively promoting matcha tourism and cultural experiences to enhance the region's appeal and establish a unique identity [32][33].

Core Viewpoint - The article discusses the global attention on the shortage of Japanese matcha and highlights the rise of Guizhou, China, as a potential new center for matcha production and consumption, driven by increasing demand and supply constraints in Japan [4][8][10]. Group 1: Japanese Matcha Shortage - In June, a BBC author witnessed matcha powder selling out within five minutes at a famous shop in Uji, Japan, indicating a surge in demand [5]. - The demand for matcha is significantly increasing due to a tourism boom, with a projected 36.87 million visitors to Japan in 2024, a 47% increase year-on-year [7]. - The mismatch between supply and demand has led to a shortage of Japanese matcha, prompting some brands to limit purchases [8]. Group 2: Rise of Guizhou as a Matcha Producer - Guizhou has become the largest matcha producer and consumer in the world, with Tongren City contributing to 25% of China's matcha production [9]. - Guizhou's matcha production has rapidly scaled in the past decade, with Guizhou's Guicha Group producing over 1,000 tons of matcha in 2023, equivalent to 25% of Japan's total matcha production [15]. - In 2025, Guizhou exported 4 tons of matcha to Japan, with expectations for further exports, establishing itself as a supplier for major brands like Starbucks and Haidilao [16]. Group 3: Cultural and Market Development - Guizhou's matcha industry is still in its early stages of brand building and cultural integration, needing to develop a cohesive aesthetic experience similar to Uji's [49][50]. - The local government is promoting the integration of matcha culture with tourism, aiming to create a comprehensive experience for visitors [50]. - The collaboration with new retail enterprises like Hema is helping Guizhou matcha reach a broader audience, enhancing its visibility and market presence [31][32].

Core Insights - The article highlights a global shortage of Japanese matcha, driven by increased demand from tourism and social media, while supply cannot keep pace due to the nature of matcha cultivation and processing [1][3][4]. Supply and Demand Dynamics - The demand for matcha has surged, with Japan expecting 36.87 million tourists in 2024, a 47% increase year-on-year, and a 33.3% rise in matcha search interest on Google Trends from 2019 to 2025 [3][4]. - The mismatch between supply and demand has led to a shortage of Japanese matcha, prompting some brands to limit purchases to ensure supply to important sites [1][4]. China's Emerging Role - China is becoming the largest producer and consumer of matcha, with Guizhou Province's Tongren City contributing 25% of the country's matcha production [4][5]. - Guizhou's matcha production has rapidly increased, with over 1,000 tons produced in 2023, equating to 25% of Japan's total matcha output [5][7]. Export Trends - Guizhou's matcha has begun to be exported to Japan, with 4 tons shipped in the first half of 2025 and an additional 6 tons expected [5][7]. - The export value of powdered tea, primarily matcha, increased by 68% year-on-year in the first five months of 2025, indicating strong demand despite supply constraints [7]. Cultural and Market Development - Guizhou's matcha industry is still in its early stages of brand development and cultural integration, lacking the established aesthetic and experiential elements that characterize Japan's Uji region [14][24]. - Efforts are underway to enhance the cultural experience around matcha in Guizhou, including the establishment of tea culture experience centers and collaborations with retail enterprises [12][24]. Competitive Landscape - Uji, Japan, has developed a comprehensive tea culture and tourism strategy over the past 20 years, which has significantly enhanced its global reputation as a matcha hub [14][24]. - The article suggests that Guizhou has the potential to become a significant player in the global matcha market, but it requires further development in branding and cultural experiences [24].