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TRENOS SiGINT: Matcha Is Becoming Bigger Than Japan And Japan Knows It
Japan's decision to give Japanese Tea GI protection at almost the same moment India commercialises Matcha assamica points towards a significant transition.
Matcha is moving from a Japanese speciality into a global ingredient platform.
Japan's opportunity is increasingly provenance, heritage, terroir and premiumisation. Other producers can compete on accessibility, flavour profile, functionality, price and industrial supply.
Scott Mathias
4 hours ago3 min read
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