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].