I recently returned from a wonderful trip Japan, where one thing was impossible to miss: **Matcha is everywhere.** Of course, matcha lattes and desserts continue to grow in popularity around the world. But what surprised me was how deeply the matcha boom is now affecting the entire Japanese tea industry. At tea auctions and in conversations with growers, exporters, and tea masters, I kept hearing the same message: demand for matcha has increased dramatically, and the effects are being felt throughout the market. Because matcha is made from shade-grown tea, more farmers are planting and producing tea destined for matcha production. Competition for high-quality tea leaves has intensified, and prices for many Japanese teas, not just matcha, have risen very significantly. Luckily, our main supplier: Tsuyoshi’s family has been at this for almost 400 years. He and his daughters (see slide 2) buy great green teas at every market during the short season. Then, the trick is to blend the various teas from various cultivars into great tasting matcha. They try to emphasize umami that will give a mouth filling brew with some natural sweetness. Many of the people I met believe that consumers are beginning to appreciate Japanese tea itself. Matcha may be the introduction, but it often leads people to discover sencha, gyokuro, hojicha, and the remarkable diversity of Japanese tea. For tea lovers, that is good news. For over 40 years, Harney & Sons has worked with Japanese tea producers, blenders, and exporters. This year’s trip was a reminder that while matcha may be the headline, the real story is the growing appreciation for exceptional Japanese tea. **Curating the Best of Japanese Tea Since 1983.** Michael Harney Harney & Sons