What is The Matcha Committee?

WHAT IS MATCHA?

Matcha (抹茶)  is one of Japan’s most iconic traditional teas, deeply rooted in culture and history, and has gradually evolved into an entire way of life. Over the past few years, matcha has experienced a remarkable global rise in popularity. Its striking bright green colour, versatility across drinks and desserts, widely discussed health benefits, distinctive and complex flavour profile, and strong connection to Japanese traditions such as Chadō have all contributed to its worldwide appeal. Today, matcha extends far beyond tea culture, influencing everything from food and wellness to beauty and lifestyle trends.

WHAT IS THE MATCHA COMMITTEE?

Matcha Committee is a joint organization which is now approved by the Government of Japan for the Matcha industry dedicated to protecting and defining authentic Matcha.

Matcha Committee is  a self-governing, inter-professional body uniting all stakeholders involved in the production, processing, distribution and promotion of authentic Matcha. Matcha Committee is directly inspired by Comité Champagne, which since 1941 has served as the gold standard for origin protection and inter-professional coordination worldwide.

WHY WAS THE MATCHA COMMITTEE FORMED?

Just as Champagne faced decades of imitation and misappropriation before the Comité Champagne consolidated its defence, authentic Japanese Matcha now faces its existential threat. The global matcha market-projected to exceed $6 billion by 2033-has attracted mass-produced imitations from overseas, where consumers were misled into believing they are buying Matcha from Japan. Unlike Champagne, Matcha currently has no protected designation of origin at the international level, leaving an enormous legal and commercial vulnerability.

Matcha Committee provides 3 functions, Recognition of the definition of Matcha worldwide, Transparency on Matcha and Company certification system.

WHAT FALLS UNDER THE DEFINITION OF MATCHA?

The definition of Matcha is that “Matcha is shaded grown tea, processed in Tencha Oven and milled into powder in JAPAN.” Tea made without  these conditions must not be called Matcha, it’s called Green tea powder.

Transparency on Matcha is that the producers provide information such as origin, cultivar, organic/non-organic, shading period, harvest date, processes, milling method etc.

Certification system provides certificate with recognition number to companies that agree on the definition of Matcha and transparency on Matcha and registered in database. Registration includes size of organization, facility, products information.

Matcha Committee consists of 3 founders, 10 board members, 100 ambassadors and more than 10,000 associate members.

TO UNDERSTAND THE NEED FOR THIS MOVEMENT, LET’S GO BACK IN TIME:

It is well known that tea was introduced to Japan from China, and many believe that Matcha originated there as well, since tea during that period was commonly consumed in powdered form. However, the tea that first arrived in Japan was quite different from the matcha we know today.

618 – 907: Powdered tea first originated in China

1191 – 1500s: Arrival & Evolution in Japan

1600s – 1800: Transition to Modern Japan:

At the time, tea plants were cultivated fully exposed to sunlight. It was only toward the end of the 15th century that tea farmers in Uji began covering the tea plants shortly before harvest. Initially, this technique was used to protect the delicate spring shoots from frost, while also recreating the natural balance of sunlight and shade found around the Togano’o temple, where tea plants grew surrounded by forest. Soon, farmers noticed remarkable changes: the leaves grew larger yet remained tender, developed a deeper green colour, and produced an entirely new and distinctive flavour profile.

THE ISSUE:

Today, Matcha faces increasing threats to its authenticity and heritage. The rise of mass-produced, low-quality green tea marketed as matcha, combined with efforts to imitate its cultivation outside Japan, has placed significant pressure on the traditional Japanese matcha industry. After centuries of refining cultivation techniques, processing methods, and artisanal craftsmanship, producers now face the challenge of preserving the integrity, quality, and cultural legacy of authentic matcha in an increasingly commercialized global market.

THE SOLUTION:

Matcha currently lacks an internationally protected designation of origin, creating significant legal and commercial vulnerabilities for the industry. The Matcha Committee was established to protect and promote the cultural heritage of Matcha while strengthening its global recognition and reputation. The committee represents the shared interests of stakeholders across the industry and plays an active role in supporting efforts toward international designation and the preservation of authentic Japanese matcha standards.