In recent years, matcha has led the charge in introducing British drinkers to Japanese green tea. Now, a deeper exploration of Japanese green tea is underway, as UK consumers increasingly seek teas rich in flavour, health benefits, cultural richness and enhanced drinking experiences.

“Although Japanese green tea currently makes up a small share of the value in the UK beverage market, the demand for high quality Japanese green teas continues to grow year on year. With consumers increasingly focused on wellness and the link between food and health, Japanese green teas offer both exceptional quality and unique aromas that appeal to discerning drinkers,” said Masaru Mizoguchi, director at JFOODO (The Japan Food Product Overseas Promotion Centre), the organisation responsible for promoting Japanese food and drink products globally. “In the UK, where black tea culture is deeply rooted and aroma plays a key role in identifying quality, we see an exciting opportunity for Japanese green teas to capture the attention of those seeking both taste and an elevated tea experience.”

Recent import data signals a significant shift in the UK’s green tea landscape, with Japan now accounting for approximately 20 percent of total UK green tea imports a category historically dominated by China and India. In 2025, the volume of Japanese green tea exports to the UK surged by 178.16 percent year on year, and 403.90 percent in export value, with sustained compound annual growth of 70 percent underscoring a powerful and accelerating trend. The sharp upward trajectory reflects not only a growing consumer appetite for premium Japanese green tea but also rising retailer and distributor confidence in the category. As UK consumers become increasingly discerning, seeking provenance, quality and functional health benefits, Japanese green tea is emerging as a stand-out growth segment within the broader tea market.

These figures signal a broader shift in UK tastes from a focus on a single trending ingredient to a deeper appreciation of Japanese green tea as a diverse, quality-driven category.

Much of this momentum is being fuelled by Gen Z and millennials across the globe. According to Euromonitor International’s Voice of the Consumer: Health and Nutrition Survey 2025, 38 percent of Gen Z and millennial consumers say they are actively trying to reduce their caffeine intake. While more health-conscious and mindful of spending than previous generations, these generations continue to seek premium hot drinks that deliver both energy and experience.

In developed markets such as the UK, where coffee culture is deeply ingrained, this global shift has created space for high quality, lower caffeine alternatives. At the same time, Gen Z’s appetite for discovery, personalisation and new formats evident in the rapid evolution of coffee and tea shop concepts is accelerating interest in Japanese green tea as a category that offers both functional benefits and flavour-led exploration.

Matcha opened the door, but there is rewarding discovery in the world of Japanese green tea. “Something as rare and refined as Gyokuro, it’s tempting to reserve it for special occasions. The most luxurious of Japanese green teas, the result is an exceptionally smooth, umami-rich cup, abundant in vitamin C and antioxidants,” explained Keiko Uchida, Japanese tea master and founder of the eponymous specialist tea shop, Keiko Uchida.

Taste, Tradition, and Discovery

Japanese green teas are defined by distinct processing methods, notably steaming rather than pan-firing, which preserve vegetal freshness, bright colour and aromatic complexity. These qualities are increasingly resonating with UK drinkers who want more from their tea.

At Tencha Teas, owner Charlie Avendano highlights how different teas suit different moments, “Hojicha feels like being wrapped in a warm blanket — earthy, toasty, and utterly comforting. It’s a great tea to drink before bed. Genmaicha, with its nutty rice notes, has become a go-to tea alongside food, especially where a lighter caffeine choice is preferred.”

These sensory profiles play to Japanese green tea’s strengths, appealing to consumers who value the aroma and flavour experience in premium green teas. Gyokuro, known as Japan’s ‘emperor’s tea’, exemplifies this depth. “Gyokuro is a true ritual for me,” Avendano said, adding, “A moment to slow down and be fully present. The ceremony unfolds over multiple infusions, each revealing new depth and character. Its remarkable freshness and naturally high caffeine content create a revitalising clarity that leaves me feeling awake, alert.”

Mindful Benefits That Resonate

Health and wellness continues to underpin beverage trends in the UK, and Japanese green teas naturally contain L-theanine, an amino acid associated with calm focus, a balance of relaxation and alertness that UK consumers report valuing highly. At Postcard Teas, shop manager Sarah Kapp noted, “Sencha’s fresh, grassy character feels energising, making it ideal for starting the day. Hojicha’s roasted aroma is grounding and soothing. The naturally lower caffeine content makes it a nice tea to enjoy near the end of the day.” 

Craft, Terroir, and Cultural Richness

Japanese green tea embodies terroir where soil, climate and agronomic technique shape the final cup. From Kyushu’s volcanic soils to careful shading methods that boost amino acids and chlorophyll, craftsmanship is central to quality. The cultural depth of Japanese green tea is key. From centuries-old farming traditions to the ritual of brewing, tea is woven into daily life in Japan.

“My family in Japan used to drink Genmaicha after lunch, when sometimes they wanted a change from the morning’s Sencha. Milder than Sencha, I find Genmaicha a really calming tea,” shared Uchida. This cultural resonance is reflected in the market: independent UK tea retailers report year on year growth of Japanese green tea sales outpacing standard green tea categories, with particularly strong interest among consumers aged 25-45 — a demographic known for valuing experience and provenance.

Finding Japanese Green Tea in the UK

Stockists across the UK such as Keiko Uchida, Postcard Teas, Sayuri Teas, and Tencha Teas are playing a pivotal role in bringing these Japanese green teas to life for consumers. Rather than mere products, they act as guides, helping customers sample, learn and differentiate between various types, turning curiosity into confident choice. “We’ve seen a sharp rise in demand for Hojicha, particularly as customers look for lower caffeine alternatives to matcha,” Avendano shared.

As British consumers continue to seek beverages that balance taste, tradition and wellness, Japanese green tea stands out as a compelling choice. With strong import growth, expert advocacy and rising consumer awareness, the category is poised to become the next defining trend in the UK’s vibrant tea landscape.