Matcha is becoming a global sensation. As demand continues to grow, major companies are entering the market, and matcha now appears everywhere—from cafés and supermarkets to beauty products and supplements. But here’s the truth that many people don’t realize:
Much of what is sold as “matcha” today is not actually matcha.
At first glance, this may sound surprising. After all, matcha is a green powder—so isn’t any powdered green tea matcha? The answer is no.
True matcha is made using a very specific and labor-intensive farming method. Several weeks before harvest, tea plants are carefully shaded to block sunlight. This process slows photosynthesis and increases amino acids such as L-theanine, which gives real matcha its signature umami, natural sweetness, and smooth taste—with very little bitterness.
Without this shading process, the tea leaves become more bitter and grassy. When such leaves are simply dried and ground into powder, the result is powdered green tea, not matcha.
Because shading tea fields requires time, skill, and significant effort, authentic matcha cannot be produced in unlimited quantities. The reality is that there is not enough true matcha to satisfy the rapidly expanding global market.
To fill this gap, many products labeled as “matcha” are actually made from unshaded green tea leaves, blended powders, or lower-grade materials. These “matcha-style” products may look similar, but their flavor, aroma, and nutritional balance are fundamentally different.
This doesn’t mean they are unsafe—but it does mean consumers deserve to know the difference.
At NAGOMI Japanese Green Tea, we believe matcha should be respected for what it truly is: a craft born from patience, nature, and farmers’ dedication. As matcha continues to rise in popularity, understanding its origins becomes more important than ever.
Because real matcha is rare—and that rarity is part of its value.