World's First International Matcha Conference "International Matcha Congress 2026" to be Held
The non-profit International Matcha Association (IMA) will host the world's first International Matcha Congress 2026 in Tokyo on November 12, 2026. The conference aims to address structural challenges in the matcha industry and foster sustainable growth by bringing together global leaders for international discussions and collaboration.
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- 📰 Published: May 1, 2026 at 19:00
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The non-profit International Matcha Association (Headquarters: Chiyoda-ku, Tokyo / Representative Director: Ryo Iwamoto / hereinafter IMA) announced that it will hold the world's first international matcha conference, "International Matcha Congress 2026 —Building the Ecosystem of Global Matcha Industry—," in Tokyo Yaesu on Thursday, November 12, 2026. Top leaders involved in matcha from around the world will gather to discuss and form consensus on the structural issues currently facing the matcha industry. An exhibition program is also planned, making it the world's first and largest international matcha conference.
*The terms "world's first" and "world's largest" in the title and body are based on the company's own research (as of May 1, 2026). Established as the world's first "organization for creating mechanisms for international discussion and consensus building in the matcha industry," and implementing the world's largest "international matcha conference."
## Background of the Event
Japan's green tea export value has rapidly grown from 20.4 billion yen in 2021 to approximately 72.0 billion yen* in 2025, already approaching the Ministry of Agriculture, Forestry and Fisheries' 2030 target (81.0 billion yen). This rapid increase in demand is driven by the global popularity of matcha in the cafe industry and wellness market, with continuous growth expected in the future.
On the other hand, despite the surging demand, domestic production areas continue to face a decline in producers and a reduction in cultivated land, raising concerns about a deepening supply-demand gap. Furthermore, with international standardization of quality criteria and specifications lagging, the risk of brand damage has become apparent. To address these structural issues, IMA was established on April 22, 2026. Its mission is to formulate international definitions and standards, and to build a common foundation through research, education, and awards. As a first step, it will host the world's first international matcha conference in Japan.
*Source: Excerpt from Ministry of Finance "Trade Statistics"
## Goals of the International Conference
At this conference, diverse stakeholders including producers, businesses, researchers, government officials, and the cafe industry will gather to achieve the following:
* Visualization of challenges facing the matcha industry and formation of international common understanding.
* Understanding demand in the cafe market, which is the largest distribution channel.
* Promotion of academic discussions on the multi-dimensional value of matcha, including culture, philosophy, and terroir.
* Initiation of international discussions on matcha quality standards.
* Promotion of international collaboration for designing a sustainable supply system and market ecosystem.
### Representative Director's Comment
"Now, with the rapid expansion of global matcha demand, it is time for countries to work together to design the future of the industry. Growth without standards undermines market trust. The International Matcha Congress is a place for players from around the world—producers, cafes, researchers, and government agencies—to collectively pose questions and seek answers. Through IMA's international framework, we will pass on the value of matcha to the next generation."
— Ryo Iwamoto (Representative Director, International Matcha Association)
## Program (Partial)
### 1. Current State of Matcha and Industry Challenges
This is an opening session that will look at what role producing countries, including Japan, should play in the future in response to the globally expanding matcha market. Speakers will discuss the direction for the global matcha industry to continue to create value in the medium to long term, covering themes such as production collaboration and mutual learning with countries like China and Vietnam, industrial advancement through technology utilization, and the establishment of stable supply chains. This session will present a vision for the future of the global matcha industry.
### 2. The Future of Matcha from the Café Industry Perspective / Consumer Preference Trends
The cafe market is one of the driving forces behind the global spread of matcha's popularity. This session will analyze sales trends of matcha products and changes in consumer needs from the perspective of players on the front lines of this market. In addition to growth in sales volume, attention will be paid to changes in consumer preferences, such as the rise of quality-oriented and authentic preferences, and the fusion with trendy flavors. Discussions will also cover successful cases and future possibilities for how the cafe industry can collaborate with production areas and manufacturers to expand the market.
### 3. The Multi-dimensional Value of Matcha
*The terms "world's first" and "world's largest" in the title and body are based on the company's own research (as of May 1, 2026). Established as the world's first "organization for creating mechanisms for international discussion and consensus building in the matcha industry," and implementing the world's largest "international matcha conference."
## Background of the Event
Japan's green tea export value has rapidly grown from 20.4 billion yen in 2021 to approximately 72.0 billion yen* in 2025, already approaching the Ministry of Agriculture, Forestry and Fisheries' 2030 target (81.0 billion yen). This rapid increase in demand is driven by the global popularity of matcha in the cafe industry and wellness market, with continuous growth expected in the future.
On the other hand, despite the surging demand, domestic production areas continue to face a decline in producers and a reduction in cultivated land, raising concerns about a deepening supply-demand gap. Furthermore, with international standardization of quality criteria and specifications lagging, the risk of brand damage has become apparent. To address these structural issues, IMA was established on April 22, 2026. Its mission is to formulate international definitions and standards, and to build a common foundation through research, education, and awards. As a first step, it will host the world's first international matcha conference in Japan.
*Source: Excerpt from Ministry of Finance "Trade Statistics"
## Goals of the International Conference
At this conference, diverse stakeholders including producers, businesses, researchers, government officials, and the cafe industry will gather to achieve the following:
* Visualization of challenges facing the matcha industry and formation of international common understanding.
* Understanding demand in the cafe market, which is the largest distribution channel.
* Promotion of academic discussions on the multi-dimensional value of matcha, including culture, philosophy, and terroir.
* Initiation of international discussions on matcha quality standards.
* Promotion of international collaboration for designing a sustainable supply system and market ecosystem.
### Representative Director's Comment
"Now, with the rapid expansion of global matcha demand, it is time for countries to work together to design the future of the industry. Growth without standards undermines market trust. The International Matcha Congress is a place for players from around the world—producers, cafes, researchers, and government agencies—to collectively pose questions and seek answers. Through IMA's international framework, we will pass on the value of matcha to the next generation."
— Ryo Iwamoto (Representative Director, International Matcha Association)
## Program (Partial)
### 1. Current State of Matcha and Industry Challenges
This is an opening session that will look at what role producing countries, including Japan, should play in the future in response to the globally expanding matcha market. Speakers will discuss the direction for the global matcha industry to continue to create value in the medium to long term, covering themes such as production collaboration and mutual learning with countries like China and Vietnam, industrial advancement through technology utilization, and the establishment of stable supply chains. This session will present a vision for the future of the global matcha industry.
### 2. The Future of Matcha from the Café Industry Perspective / Consumer Preference Trends
The cafe market is one of the driving forces behind the global spread of matcha's popularity. This session will analyze sales trends of matcha products and changes in consumer needs from the perspective of players on the front lines of this market. In addition to growth in sales volume, attention will be paid to changes in consumer preferences, such as the rise of quality-oriented and authentic preferences, and the fusion with trendy flavors. Discussions will also cover successful cases and future possibilities for how the cafe industry can collaborate with production areas and manufacturers to expand the market.
### 3. The Multi-dimensional Value of Matcha