The Ministry of Agriculture, Forestry and Fisheries (MAFF) revealed its latest report on exports of agricultural, forestry and fishery products in the first two months of 2017.
Among those products, exports of Japanese green teas reached to the largest value of 2 billion yen, 22 percent up over the same period in the previous year.
Although the exports of the green teas during this period declined in quantity by nearly 10 percent, expensive items of Japanese teas such as powdered green tea and “gyokuro (highest-quality green tea)” have been gaining popularity particularly among European consumers.
Sales of green teas in the European market have played a leading role in boosting the latest exports of farm products.
The powdered green tea, which has most increased its export among various kinds of green tea items, is now a popular fad in Europe and some other countries.
According to the Japan Tea Export Council, the popularity of the powdered green tea is considerably growing because of an increase of health-oriented consumers in European markets as well as its reputation spread by word of mouth of European tourists who have tasted “powdered green tea cakes” during their visits to Japan.
In the overseas market, a Japanese style of tasting the green tea without sugar has been prevailing year by year.
The Export Council are carrying out publicity activities for increasing exports of Japanese green teas not only by introducing easier ways of enjoying green tea with a tea bag and cold water to consumers in foreign countries, but also by emphasizing functional ingredients of the Japanese tea.