Core Viewpoint - The Guizhou province's Tongren city is rapidly developing its matcha industry, with significant exports to Japan and plans for further international market expansion [1][2][3] Group 1: Industry Development - Tongren city is recognized as the "Matcha Capital of China," leveraging its unique climate and soil advantages to produce a variety of matcha products [1] - The city aims to produce over 1,750 tons of matcha raw materials by the end of this year and exceed 2,200 tons by 2026 [2] - In the first half of this year, matcha exports from Tongren reached 230 tons, a 42% year-on-year increase [1] Group 2: Export and Market Expansion - Guizhou's Guicha Group has successfully exported 16 tons of matcha to Japan this year, marking the first large-scale purchase of matcha from the region [1] - The global demand for matcha is increasing, with plans for Tongren's matcha products to reach over 50 countries and regions by 2025 [1][2] - The city has developed 58 matcha product variants that are now available in supermarkets across 43 countries and regions [2] Group 3: Competitive Positioning - Due to extreme weather conditions, Japan's matcha production has decreased by 25%, leading to increased prices for matcha in Japan [3] - The price of matcha in Kyoto reached 8,235 yen per kilogram in May, a 170% increase year-on-year, indicating a supply-demand imbalance [3] - As the trade between Tongren and Japan stabilizes and expands, the market share of Tongren's matcha products in Japan is expected to grow [3]

Core Insights - Japan has become a popular destination for outbound tourism during long holidays, with many tourists eager to try matcha, a specialty that surprisingly originates from Jiangkou County in Tongren, Guizhou [1] - Jiangkou County has transformed its matcha industry in less than a decade, achieving a production volume of 1,300 tons and a value exceeding 300 million yuan in 2024 [1] Group 1: Industry Growth and Development - Jiangkou County is now a significant player in the global matcha market, with approximately one in every seven cups of matcha consumed worldwide originating from this region [2] - The county, previously known for its poverty, has built a "world matcha super factory" with an investment of 600 million yuan, boasting the largest single matcha workshop globally with an annual capacity of 4,000 tons [4][10] - The factory's size is equivalent to 31 football fields, showcasing the scale of production [5] Group 2: Unique Production Methods - The matcha production process is intricate, involving steps such as leaf cutting, steaming, rapid cooling, and secondary drying to preserve flavor and nutrients [8] - Jiangkou County employs an ecological planting model that prohibits chemical pesticides, ensuring high-quality matcha production [19][21] Group 3: Strategic Decisions and Market Positioning - The decision to focus on matcha was strategic, allowing Jiangkou to avoid competition in the saturated traditional tea market [13] - The entry of Guicha Group in 2017 marked a turning point, providing significant investment and establishing a modern supply chain for matcha production [20][26] Group 4: Future Aspirations and Branding - Jiangkou aims to elevate its matcha brand beyond being a mere supplier, seeking to create a recognizable brand identity for "Fanjing Matcha" [30] - The county is exploring product diversification, including matcha-infused items like chocolate, beer, and noodles, to expand its market presence [32][34] - Plans for a "matcha town" and cultural tourism initiatives are underway to enhance consumer engagement and brand experience [34]

Core Insights - The article highlights the development of the matcha industry in Jiangkou County, Guizhou, focusing on the cultivation and processing of tea leaves into matcha, which is gaining popularity in the market [1][2]. Group 1: Industry Development - Jiangkou County is cultivating a distinctive leading industry in matcha, leveraging its favorable tea-growing conditions with nearly 160,000 acres of tea gardens [1]. - The introduction of Guizhou Tea Group has led to the establishment of a "matcha super factory," with plans to produce over 1,200 tons of matcha in 2024, generating a revenue of 302 million yuan, and exporting to over 40 countries and regions [2]. - The county is promoting scientific planting techniques to enhance the quality of tea from the source, with agricultural experts providing comprehensive guidance on various aspects of tea cultivation [2]. Group 2: Economic Impact - The transformation of tea fields has already seen 30,000 acres converted for matcha production, with plans to convert an additional 60,000 acres in the future [3]. - Local policies support poverty alleviation, providing 500 yuan per acre for tea garden transformation and a 20,000 yuan reward for qualifying family farms [4]. - The average income of villagers in Luoxiang Village has increased from over 7,000 yuan in 2018 to 16,500 yuan last year, thanks to the development of five matcha processing enterprises [5]. Group 3: Market Trends - The matcha industry has not only gained recognition but has also stimulated new business ventures, such as matcha-themed cafes and innovative product offerings like matcha rice wine and noodles [6][7]. - The local tourism sector is being enhanced with immersive experiences related to matcha, contributing to increased foot traffic and sales in local businesses, with monthly sales exceeding 300,000 yuan for some establishments [7].