[Emergency Joint Statement] IMA and 38 Major Domestic Tea Trading Companies Jointly Issue Statement for the Healthy and Sustainable Development of the Global Matcha Market

The non-profit International Matcha Association (Headquarters: Chiyoda-ku, Tokyo / Representative Director: Ryo Iwamoto / hereinafter IMA), together with 38 major domestic tea trading companies, issued an "Emergency Joint Statement" on May 5, 2026, regarding the healthy and sustainable development of the matcha market.

Against the backdrop of a global matcha boom, structural issues such as "strained production, processing, and distribution systems," "inconsistencies between quality and price," and "increasing uncertainties surrounding transaction terms" have become even more apparent in this year's new tea transactions.

In response to this situation, the statement aims to share four basic principles across the industry: "fair trade," "consistency between quality and price," "securing a sustainable business environment," and "responsibility to the entire market," calling for responsible actions from all stakeholders involved in the market.

## 1. Background

In recent years, against the backdrop of global demand expansion, matcha has not only been used as a beverage and food, but has also gained presence in various domestic and international fields as something that connects Japanese food culture, tea producing regions' technologies, local industries, and lifestyle culture.

On the other hand, with such market expansion, the following structural issues have become apparent.

- Strained production, processing, and distribution systems due to rapidly expanding demand
- Inconsistencies between quality assessment/standards and price formation
- Increasing uncertainties in transactions regarding quantity, delivery dates, quality conditions, and payment terms

While these may lead to expanded market opportunities in the short term, they risk undermining market reliability and sustainability in the long term.

## 2. Purpose

The purpose of this statement is to clarify the basic principles that stakeholders should share in order to support the healthy and sustainable development of the matcha market.

This statement does not target specific companies, transactions, or regions, but rather provides guidelines for responsible action to all stakeholders involved in the market.

## 3. Basic Principles

We strongly urge all stakeholders involved in the matcha value chain to act responsibly, respecting the following principles.

### 3.1 Fair Trade

Transactions shall be conducted under transparent, clear, and executable conditions, and the responsibility for payment and other transaction liabilities shall be clearly defined.

### 3.2 Consistency between Quality and Price

Prices shall appropriately reflect quality and standards, and shall not create unreasonable discrepancies that undermine market trust.

### 3.3 Securing a Sustainable Business Environment

All stakeholders involved in distribution, processing, sales, and provision, not just producers, shall strive to secure an environment where they can continue their business with fair compensation.

### 3.4 Responsibility to the Entire Market

Actions shall not be limited to the pursuit of short-term profits, but shall also contribute to maintaining the reliability and value of the entire market.

## 4. Participation

This statement is open to all stakeholders involved in the matcha market, including producers, distributors, processors, exporters, retailers, and food service providers.

Stakeholders who endorse this purpose are expected to contribute to the formation of a sustainable and reliable market through actions based on these principles.

## 5. Conclusion

Matcha is a cultural and industrial asset supported by "long history and culture," "the efforts of producers in tea producing regions," and "technologies and knowledge involved in processing and distribution."

To pass on its value to the next generation and ensure its sustainable development worldwide, the judgment and actions of each individual stakeholder are now being called into question.

We strongly hope for responsible initiatives by stakeholders towards the formation of a healthy and sustainable matcha market.

## 6. Endorsing Companies/Organizations

Companies and organizations that endorse the purpose of this statement and are committed to actions based on its principles:
(In alphabetical order below)

### Nationwide (Aichi, Kagoshima, Shizuoka, Tokyo, Fukuoka)

- Aiya Co., Ltd.
- Aoi Seicha Co., Ltd.
- Kakuni Chato Co., Ltd.
- Kyoei Seicha Co., Ltd.
- Sugimoto Seicha Co., Ltd.
- TeaRoom Co., Ltd.
- Nishimura Kotaro Shoten Co., Ltd.
- Nishi Seicha Factory LLC
- Harada Seicha Co., Ltd.
- Hoshino Seichaen Co., Ltd.
- Marushichi Seicha Co., Ltd.
- Maruyama Seicha Co., Ltd.

### Kagoshima Prefecture Tea Commerce Cooperative

- Ikeda Seicha Co., Ltd.
- Ishiyama Shizukaen Co., Ltd.
- Ohashi Seicha Co., Ltd.
- Okamura Seicha LLC
- Ochano Kaorien Co., Ltd.
- Ochano Sawadaen Co., Ltd.
- Ochano Chiran Chaya
- Ochano Yasuda
- Kirishima Seicha
- Kagoshima Seicha Co., Ltd.
- Kagoshima Chuo Seicha Co., Ltd.
- Sanshuen Co., Ltd.
- Sanshu Seicha Co., Ltd.
- Shimodoen Co., Ltd.
- Cha Isshin Co., Ltd.
- Chiran Chaen Co., Ltd.
- Tokkoen Co., Ltd.
- Niiyamaen Co., Ltd.
- Niihara Seicha Co., Ltd.
- Hamada Chagyo LLC
- Horiguchi En Co., Ltd.
- Furuichi Seicha LLC
- Mitsuishi Seicha LLC
- Minoruen Chaho LLC
- Miyaharaen LLC
- JA Kagoshima Chagyo Co., Ltd.