Shop Mindfully
→ Buy only for personal use, take only what you need.
Choose wisely
→ Understand that ceremonial matcha is not designed for lattes.
Honor its history
→ Appreciate matcha as a timeless luxury, cherished by our ancestors and passed down for future generations to enjoy.
Let's protect Ceremonial Uji Matcha by following these steps!
The recent matcha boom and the resulting tea shortage has shaken the tea world to its core. While the growing popularity of matcha could be seen as a positive shift which would be ostensibly good for the farmers, manufacturers, and indeed everyone involved in the tea business, the reality is more complex. As we will show in this blog, it is unfortunately just as much a tragedy - and one that needs our awareness, and just as urgently, our help. This trend is not only a challenge but a looming threat to the tea world. We all have a role to play in protecting its future. We’re committed to being part of the change, and we’re asking you to join us. We can SAVE UJI MATCHA together!
"Save Uji Matcha" is our campaign to raise awareness, share knowledge, cultivate respect for the craft, and protect centuries-old Japanese tea traditions, while still enjoying the best cup of matcha.
Knowledge and action are essential. That’s why we’ve gathered three key ways we can all help preserve tea culture so we, and future generations, can continue to enjoy its gifts long into the future.
1. Shop mindfully!
Buy for personal use! We all deserve a cup. Let’s make it last.
The shortage made many of us anxious. When our favorite teas disappeared, panic buying and hoarding kicked in. It’s a natural reaction, but it made things worse. Overbuying led to even more shortages. However, if we all buy responsibly, there’s enough tea to go around - whether it be for your daily latte or your special weekend bowl. Let’s keep it fair: buy only for personal use, take only what you need, and help everyone enjoy their cup.
At Sazen Tea, we reserve the right to decline orders that do not align with our values or company policy. This includes cases of excessive purchases, which may be subject to cancellation.
The best tea is fresh tea.
Matcha’s aroma begins to fade soon after opening. While the best-before date is typically 6–8 months, even when stored properly, it’s ideal to use it within a month once opened. At Sazen, we source matcha directly from the factory, where it’s freshly ground and packed. That’s why buying smaller quantities more frequently ensures every cup you enjoy is fresh, vibrant, and full of flavor.
2. Know your matcha. Choose wisely!
There is still an ongoing trend that concerns all tea farmers, manufacturers and matcha lovers: the phenomenon of "Ceremonial Matcha Lattes". While it sounds glamorous and appealing, it involves using high-grade matcha in ways it wasn’t intended.
Not all matcha is created equal, and it's important to use the right grade for the right purpose. Ceremonial matcha is dense, smooth, and elegant, made in small quantities and traditionally reserved for special occasions. It’s special, meant to be sipped slowly and appreciated on its own.
Then there’s the culinary-grade matcha designed for lattes, soft drinks and desserts. Its bolder, more pronounced bitterness is intentional, making it a perfect match for added ingredients like milks and sugar.
3. Learn about your tea! Understand the background.
Nature sets the limits:
Japan’s rugged landscape means only a small part of the land is suitable for farming. Tea plantations thrive in special microclimates tucked into hills and mountains, limiting how much tea can be grown. This is important to recognize, as no matter how high global demand climbs, Japan’s tea supply can’t easily keep pace. Matcha, in particular, needs the most care: it’s grown in shade and requires extra attention and hard work to develop its unique favor.
Shading - sweetness with a cost:
Matcha starts as tencha leaves that must be shaded for 20 to 50 days before harvest, using straw or screens. Blocking sunlight triggers the plant’s natural defense, which boosts sweetness, umami, and color while reducing bitterness. This creates the rich, smooth taste and vibrantly green tea we love. But this technique is not without its downsides. The defense mechanisms triggered by shading is not at all easy on the tea plant. The tea fights for its life - it shortens its lifespan and means farmers need to wait about five years for new bushes to be ready for their first harvest after replanting.
Fertilizing - sustainability challenged:
Making organic matcha is tough. Today’s drinkers want sweet, mellow tea, unlike the bitter brew of the past. To meet demand and keep tea sweet, farmers rely heavily on fertilizers, which can pose a serious threat to the local environment.
Labor crisis:
Due to the special climate tea needs and also increasing urbanization, tea plantations are mostly in more remote areas where the farming population is rapidly aging. Currently, the average age of tea farm workers is around 70. With fewer young people willing to take on the physically demanding work, tea cultivation is becoming increasingly challenging each year.
More matcha, less diversity:
Japanese tea is more than just matcha. There are several other delicious tea varieties such as sencha, gyokuro, kabusecha, and wakōcha (Japanese black tea). But as demand for matcha grows, other traditional tea types risk being forgotten, putting the rich variety of Japan’s tea culture at risk. Matcha was once a rare luxury, reserved for monks and nobility. It’s a tea that demands extraordinary care and craftsmanship, something that still holds true today. So, while we celebrate matcha, let’s not forget the full story of Japanese tea culture and the many gems it offers.
Every choice we make, from how we buy to how we brew, shapes the future of Japanese tea. By staying informed, choosing with care, and supporting responsible practices, we can protect the traditions, the farmers, and the flavors we love. This is more than just tea - it’s culture, craftsmanship, and connection in every sip.
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