At first glance, the price of matcha may seem surprising. Unlike traditional green teas, quality Japanese matcha can cost several dozen euros for a few dozen grams. So, why is this product so expensive? And more importantly, is the price really justified?
In this article, we explain what lies behind the price of real Japanese matcha and why it is an exceptional product, rare, precious and demanding to produce.
A handcrafted product, cultivated with care
Matcha is not your average green tea. It is a rare product, resulting from a long, precise and almost entirely manual manufacturing process , the stages of which take place over several weeks or even months.
1. A specific and seasonal culture
Matcha tea is grown using a unique method called shade-farming . About three to four weeks before harvest, the tea bushes are covered with bamboo mats or netting to reduce their exposure to the sun.
This process allows:
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Stimulate the production of chlorophyll (responsible for the intense green color),
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Promote the presence of L-theanine , an amino acid that provides sweetness and umami,
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Reduce the bitterness of the leaves.
This demanding technique requires daily adjustments and considerably increases the cost of production .
2. Manual harvesting, in limited quantities
Unlike most mechanically harvested teas, quality matcha (especially premium and ceremonial grades) is hand-picked . Only the most tender leaves from the top of the tea plant are selected, which limits the yield.
It takes approximately 10 kg of fresh leaves to produce 1 kg of matcha powder. This ratio partly explains the final cost.
3. A slow and artisanal transformation
After harvest:
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The leaves are quickly steamed to stop oxidation,
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They are then dried and transformed into tencha (matcha base),
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The ribs and stems are removed by hand,
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Then the tencha is ground very slowly with a stone mill .
This artisanal grinding process takes about 1 hour to produce just 30 to 40 grams of matcha . The result: an ultra-fine, silky powder, without overheating or loss of aroma.
The price of matcha reflects its rarity and quality
There are several factors that justify the high price of matcha:
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Low yield due to selective picking,
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Traditional and manual production methods,
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Growing international demand for a product that is still not very industrialized,
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Production concentrated in just a few regions in Japan.
Added to this is freshness : good matcha must be consumed quickly, and its conservation requires suitable packaging (opaque, airtight, with temperature control during transport).
Not all matchas are equal
It is essential to understand that matcha is a product with several levels of quality :
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Culinary matcha is more accessible, but often more bitter, dull in color, and intended for baking.
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Premium matcha is milder, ideal for lattes or smoothies.
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Ceremonial matcha , the most expensive, is reserved for pure tasting, to appreciate all the richness of the umami taste.
The price is therefore also linked to the grade of the matcha , its origin (regions like Uji or Nishio), and the seriousness of the producer.
What you're paying for is more than just green powder.
When you invest in quality matcha, you're not just paying for a drink. You're supporting:
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An artisanal agriculture respectful of Japanese traditions,
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Ancestral know-how , passed down from generation to generation,
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A highly nutritious product, rich in antioxidants, L-theanine and natural caffeine,
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A unique taste experience, between sweetness, roundness and plant depth.
Why choose Noen Matcha
At Noen Matcha , we have chosen to offer exclusively authentic Japanese matchas , grown in the Uji region, renowned for the quality of its teas.
We work directly with committed producers to guarantee:
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Total traceability,
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A respect for traditional methods,
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Optimal freshness on arrival.
Our range consists of two high-end products:
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Ceremonial matcha , for a pure and sensory tasting,
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Premium matcha , perfect for lattes and daily wellness rituals.
In summary
The price of Japanese matcha is no accident. It reflects demanding agricultural work , artisanal manufacturing , and exceptional nutritional value .
It is more expensive than other teas because it is a rare, fragile product, and deeply rooted in Japanese culture.
Choosing a quality matcha means choosing an authentic, beneficial product that respects living things.
