Matcha in Japan: where to buy it, what to buy and how to enjoy it

You know matcha's gone mainstream when you can buy cartons of matcha latte in your local supermarket in Backofbeyondville and every second influencer has one parked conspicuously in the corner of their GRWM video. But the matcha-flavoured products outside Japan frequently disappoint with their homeopathic amounts of real matcha. All the more reason to fill your suitcase with the good stuff when you visit Japan. Here's our guide to buying matcha in Japan (to the extent that you can still find it!) and how to make the most of it while you're there.

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*Any prices quoted below are as of June 2026 and are subject to change

What makes matcha matcha? Matcha vs green tea

All matcha is green tea, but not all green tea is matcha. Not even all powdered green tea is matcha. The difference lies in how the tea leaves are grown and processed. Basically, matcha (a) is grown for several weeks under tarps to boost the chlorophyll (making it nice and green), (b) has all the stems and veins removed, and (c) is milled very slowly into a fine powder. The result is that matcha is stronger in flavour and colour and is also a wee bit more health-giving (since you're eating the whole leaf, rather than just drinking its essence). The matcha-producing process is also what makes matcha so expensive.

The takeaway: the free powdered tea you get in the conveyor-belt sushi place? Not matcha. The "matcha" cookies in your local grocery store? A mere distant cousin of the real thing.

The truth about "ceremonial" matcha: what matcha to buy in Japan

Which brings us on to the different "grades" of matcha. If you're standing in a tea shop in Uji in front of shelves full of matcha tins (lucky you - that doesn't happen very often anymore), you could well be wondering how much you should be paying for your matcha. Maybe you should pay more and get the "ceremonial grade" matcha? What's the difference between it and the cheaper version anyway? Here's the clarification you need:

The term "ceremonial grade" is a marketing term - you won't find it used as an official grading classification by traditional tea farms in Japan. However, the quality standard that this term represents is absolutely real and shouldn't be ignored if you're going to be whisking yourself up a bowl of straight matcha at home.

If, on the other hand, you just love the matcha flavour and want to ensure a supply of matcha lattes and matcha-flavoured baked goods and sweets at home (I do a really mean matcha tiramisu!), then standard culinary matcha is honestly fine. There is no point at all in throwing premium matcha into a cookie-dough mix.

Where to buy matcha in Japan

So, basically, if you want to drink the frothy sort of matcha you get at a tea ceremony, it's worth paying a bit more, but only if you're really getting the good stuff for your money, which means buying from an established, specialist tea shop or at least a known, reliable brand. Our resident green tea afficionado here at japansophy swears by Ippodo, but other well-known, reputable brands include Yamamasa Koyamaen, Osadaen, Aoi Seicha, Marukyu Koyamaen (their Aoarashi is one of the most highly-praised products on social media) and many more. If you aren't sure what you like - and they all have subtle differences in flavour - we highly recommend buying from a specialist tea shop, where you can usually try a few samples before you commit, rather than picking something up blindly from a shelf. You'll often find great little tea shops in older shotengai shopping arcades - usually decades old with generations of expertise behind them. Our favourite is in the Motomachi shopping arcade in Kobe, but you'll find similar in every city.

Famously, some tea shops are finding it extremely hard to meet demand and the shelves in specialist stores in Uji are practically empty by midday. This means you might have to look elsewhere and especially outside the more touristy spots to source your matcha. If you already know exactly what you want or if you're not particularly fussy about the brand, you can try the basement floors of department stores (depachika) or stores like Hands and Loft. Local supermarkets are a good bet, if you just want regular-grade matcha to put in your smoothies or baking. Niki no Kashi always has a great range of Japanese teas, including matcha, although it caters to tourists, so you might find the prices a little higher.

Our best tip: ask your hotel or airbnb if it's OK to have deliveries sent to you there and order off Amazon.co.jp. 100g of the ever-popular Aoarashi is US$70-80 in online shops in Europe and the US, when it's not completely sold out, but you can order it on Amazon.co.jp for US$30 for the same amount.

Another tip: even though it might cost a little more, it's better to buy more smaller, sealed tins of matcha rather than one bigger one, because matcha oxidizes quickly after opening and can lose its flavour/become bitter.

Matcha farm tours and activities

Unless you're staying in northern Japan for the entirety of your trip, you're never that far from the direct source. The main matcha-growing areas in Japan are Shizuoka, Aichi, Kyoto, and if you're in Kyushu, you've really hit the jackpot. You could consider going on a matcha farm tour - not only do you get a look at the workings of a real tea plantation but you can bet there'll be a farm shop with all the matcha goodies you've been dreaming of.

If you're in the Kyoto/Osaka area, the "matcha capital of the world" is less than an hour away by train: Uji is considered the home of matcha and is a gorgeous little town for a day trip in any case.

Otherwise, true matcha fans are going to love matcha-whisking and tasting workshops, grind-your-own-matcha activities and, of course, tea ceremonies. But you can also drop into a casual "saryo" tea house (like the one in Hamarikyu Gardens) for a bowl of matcha and a wagashi sweet.

Click on the cup for matcha-related activities for your Japan trip!

How to get your matcha hit in Japan

If downing a bowl of freshly-whisked matcha is too full-on for you, there are plenty of other ways to enjoy the flavour:

• Matcha latte (usually referred to as matcha au lait in Japan)

• Matcha ice-cream and soft-serve

• Kakigori with matcha syrup and sweet red bean paste (considered a classic combo)

• Baked goods - we can't recommend Country Ma'am matcha cookies enough!

• Matcha yokan - like a firm jelly made of sweet bean paste

• Matcha soba noodles

• Matcha salt

And we can't forget the iconic matcha Kitkats (and other chocolate). We recommend the "otona" version, since it's less sweet and the matcha flavour comes through more.

Matcha in Japan: FAQ

Is matcha and green tea the same?

No, but they come from the same plant, Camellia sinensis. Matcha is the powdered form of specially selected and processed leaves from this plant that have been cultivated in the shade for several weeks.

Is matcha really popular in Japan?

Matcha-flavoured products have always been popular in Japan but the boom in matcha and the subsequent shortage is largely tourist-led. For most Japanese, "real" matcha is associated with tea ceremony and none of the many Japanese families we know drink it on a regular basis - they drink copious amounts of green tea, though.

Is matcha cheaper is Japan?

Definitely. It's around half the price of the matcha you'll find in Asian food markets or online stores outside Japan (which is subject to transport fees, import duties, etc. The supply squeeze (to meet foreign-tourist demand) is pushing prices up, though.

What Japanese city is known for matcha?

You're probably thinking of the town of Uji in Kyoto Prefecture - it's considered the matcha capital of the world, since it has raised matcha production and consumption to a fine art over the centuries. But other regions in Japan actually produce more matcha than Uji - Aichi, Shizuoka and Kyushu, especially Yame near Fukuoka city and Kagoshima.

What is the best matcha brand in Japan?

There is no single "best" matcha brand in Japan, but several brands are old, established favourites and win prizes on a regular basis for their teas. Some of the best known are Ippodo, Marukyu Koyamaen and Yamamasa Koyamaen. The different teas all have different flavour profiles, so it's very much a matter of personal taste.

Is it better to buy matcha in Tokyo or Kyoto?

The renowned, established matcha brands sell their products nationwide - you'll find them in retailers or their own outlets in Tokyo as well as Kyoto. If you want to "buy locally", there are more producers in the Kyoto (Uji) are than around Tokyo.