RX Japan Ltd. (Headquarters: Chuo-ku, Tokyo; President: Takeshi Tanaka) will host the '12th Japanese Food Export EXPO' at Tokyo Big Sight for three days, from June 24 (Wed) to 26 (Fri), 2026.

This exhibition is a specialized event aimed at developing overseas sales channels for Japanese food and beverages, attracting buyers, importers, and restaurant industry professionals from 60 countries.

The Global Matcha Boom Matcha continues to see significant global demand. Japanese tea (green tea) exports are growing rapidly, fueled by matcha's popularity. The export value of Japanese tea has increased from approximately 10.1 billion yen in 2015 to roughly 7 times that scale over the past decade. Notably, the growth rate has accelerated recently, jumping from 36.4 billion yen in 2024 to approximately 72 billion yen in 2025 (a 2-fold year-on-year increase). Powdered tea, including matcha, drives this growth, accounting for approximately 80% of total export value.

Matcha is utilized not only for drinks but also in sweets, cafe menus, and health foods. Driven by growing health consciousness and interest in Japanese culture, its market is expanding primarily in Western and Asian regions.

Furthermore, there is a clear trend toward 'premiumization,' with demand for high-quality matcha. Powdered tea products are traded at prices approximately 2.2 times higher than leaf tea, receiving high evaluations overseas as high-value-added goods.

Adoption by luxury restaurants and hotels is increasing, strengthening matcha's position as a representative 'premium' Japanese food product that sells despite higher price points.

Featured Matcha Products - Yame Premium: High-quality matcha from Fukuoka/Yame, featuring deep green color, rich umami, and mellow body. - Kagoshima Matcha: Made from selected tencha leaves, noted for smooth mouthfeel and rich aroma. - Sakura Matcha: An instant flavored matcha coated with cherry juice and cherry leaf powder, designed to dissolve easily in water or milk. - Matcha Latte (Liqueur): A blend of high-quality Japanese matcha and milk, suitable for cocktails or dessert bases. - Amazake Matcha™: The world's first matcha fermented drink, blending rice-koji amazake with matcha. - Matcha Mochi: Chewy rice cake kneaded with Uji matcha from Kyoto.

In addition to matcha products, the exhibition will feature many others, including Wagyu beef, seafood, seasonings, alcohol, and confectionery.

Event Overview Name: 12th Japanese Food Export EXPO SUMMER Dates: June 24 (Wed) – 26 (Fri), 2026, 10:00 – 17:00 Venue: Tokyo Big Sight Organizer: RX Japan Ltd. Co-organizer: JETRO

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  • Source: PR TIMES
  • Category: Event