Importing Matcha from Japan: A Complete Guide for International Buyers

The 2025 Import Landscape: A Perfect Storm

If you're entering the Japanese matcha trade in 2025-2026, understand this: you're not entering a normal market.

Supply-side crisis:

• Kyoto's first-flush tencha production dropped 40% due to heat stress
• Auction prices doubled: ¥20,024/kg → ¥43,330/kg (+116%)
• Inventory will be depleted by late 2025, creating a supply gap until May 2026

Demand-side pressure:

• Global market projected at $965 million (2025), growing 7%+ annually
• Competition for limited supply is fierce — from Starbucks to small specialty shops
• Lead times have lengthened; spot buying is unreliable

The implication: Successful importing in this environment requires relationship-building, compliance expertise, and logistics sophistication — not just price shopping.

Understanding the Japanese Supplier Ecosystem

The structure of Japan's tea trade is opaque to outsiders. Choosing the right supplier type is your most important strategic decision.

Supplier Types Compared

The Critical Role of the Tonya

International buyers often underestimate why the Wholesaler (Tonya) model dominates professional procurement.

The problem with single-farm sourcing: Tea from a single field varies every year based on weather. If you need your matcha latte to taste identical in 2026 as it did in 2024, a single farm cannot guarantee that.

The Tonya solution: Master blenders (Chashi) combine leaves from different:

• Elevations
• Cultivars (Yabukita, Okumidori, Samidori)
• Harvest timings

...to engineer a consistent flavor profile year after year.

For scaling B2B brands, the Tonya model provides stability that direct-farm relationships cannot match.

Supplier Vetting Checklist

Before committing to any supplier:

1. Origin Authentication

• Request Certificate of Origin for specific lots
• Be skeptical of prices significantly below market — Chinese green tea transshipped through Japan is a real risk
• Authentic Japanese matcha has distinct chemical profiles (higher amino acids, different catechin ratios)

2. Food Safety Certifications

• FSSC 22000 or ISO 9001: Standard operating procedures for hygiene
• HACCP: Hazard analysis — essential for food imports

3. Regulatory Competence Test

Ask potential suppliers: "Can you provide a Certificate of Analysis demonstrating compliance with EU pesticide regulations for Acetamiprid and Chlorpyrifos?"

• Correct answer: "Yes, we have specific EU-compliant lots that we test separately."
• Red flag answer: "Our tea is safe and meets Japanese standards."

If a supplier doesn't understand that Japanese and EU standards are different, they will cause your cargo to be seized.

Quality Evaluation: Beyond "Looks Green"

Before purchasing any volume, conduct rigorous evaluation.

Sensory Evaluation

Visual (Color)

• High grade: Electric, vibrant emerald green — indicates proper shading and low-heat processing
• Low grade: Yellowish, olive, or brownish — indicates sun-grown, oxidized, or old leaves

The Paper Smear Test: Place powder on white paper and smear with finger.

• High quality: Silky like eyeshadow, leaves long unbroken streak
• Low quality: Gritty or sandy, clumps up

Aroma

• Desirable: Sweet, creamy, vegetal, seaweed (nori), fresh grass
• Defects: Hay-like (old), fishy (fertilizer issues), burnt (over-fired)

Taste

• Umami: Savory, brothy — the hallmark of premium matcha
• Bitterness: High bitterness indicates lower grades or improper preparation

Laboratory Specifications

Request technical data for objective verification:

Regulatory Compliance by Market

This is where imports succeed or fail. Each market has specific requirements.

Universal Documentation Requirements

Every international shipment needs:

United States (FDA/FSMA)

The US market is open but heavily monitored.

FDA Food Facility Registration

• Your Japanese supplier must have a valid 11-digit FDA Registration Number
• You cannot register on their behalf — verify they have active registration

Prior Notice

• You (or your broker) must file Prior Notice of Imported Food before goods arrive
• This generates a Prior Notice Confirmation Number (PNC) required for customs

FSVP (Foreign Supplier Verification Program)

This is the biggest compliance burden for US importers under FSMA.

Your legal responsibility: Verify that your foreign supplier meets US safety standards.

Required documentation:

• Supplier's food safety plan
• Hazard analysis
• Audit results (HACCP, FSSC 22000 records)

If FDA inspects you and you don't have FSVP files, you're in violation.

Radiation Testing

• Import Alert 99-33 was deactivated September 2021
• Mandatory radiation testing is no longer required
• However, many buyers still request voluntary Cesium-134/137 certificates for consumer confidence

European Union (The Highest Bar)

The EU is the most difficult market due to pesticide regulations.

Pesticide MRLs: The Critical Trap

The EU maintains strict "Positive List" MRLs. If a pesticide doesn't have a specific limit, the default tolerance is 0.01 ppm (effectively zero).

The problem: Japan allows higher levels of common tea pesticides.

Consequence: Tea perfectly legal in Japan will often be illegal in the EU.

The RASFF (Rapid Alert System for Food and Feed) regularly logs Japanese tea rejections. A rejection means:

• Cargo destruction
• Your supplier goes on watchlist for 100% inspection

Solution: Always order "EU-Compliant" matcha specifically grown for export using EU-approved protocols. Never assume standard stock is compliant.

TRACES System for Organic

Japan and EU have an organic equivalency agreement, but execution is critical:

1. Japanese certifying body must issue Certificate of Inspection (CoI) via TRACES NT system
2. CoI must be issued and signed BEFORE the shipment leaves Japan
3. If the vessel departs before CoI validation, goods permanently lose organic status in the EU

There is no retroactive fix.

Australia (DAFF Biosecurity)

Australia's Department of Agriculture focuses on biosecurity protection.

BICON Requirements:

• Pure green tea powder is generally permitted without import permit
• Must be commercially packaged, clean, free of live insects

Mixed Products Caution: If matcha is blended (with milk powder, spices, fruit peels), it falls under different BICON cases and may require permits.

Documentation Requirements:

• Invoice must describe goods as "Green Tea (Camellia sinensis)"
• Must declare "for human consumption"
• New, clean packaging required

Logistics: Protecting Your Investment

Matcha degrades rapidly when exposed to heat, oxygen, light, or moisture. Logistics determines whether you receive what you paid for.

The Degradation Mechanisms

Transport Method Comparison

Critical warning on dry containers: Standard sea containers can reach 60°C crossing the equator. Your "ceremonial grade" will arrive as brown, stale powder.

LCL (Less than Container Load) risk: Consolidated with other goods. Most consolidators don't offer temperature-controlled LCL. Avoid for matcha.

Packaging Requirements

Always require a data logger. This provides irrefutable evidence for insurance claims if temperature damage occurs.

Financial Considerations

Payment Terms

For established relationships, terms may shift to 100% payment against Bill of Lading copy.

Currency Strategy

JPY has been volatile. Key considerations:

• Supplier preference: Most quote in JPY to protect their margins
• USD quotes: Typically include 3-5% buffer for currency risk
• Strategy: Accept JPY pricing + use competitive forex providers. Often cheaper than paying supplier's "risk premium" on USD price.

Incoterms 2020

FOB Japan is standard for most B2B transactions. Supplier handles export customs; you handle import.

Common Pitfalls and Prevention

Case 1: The Pesticide Shock (EU)

Scenario: French buyer imports 500kg "Organic" matcha. Customs finds 0.03 ppm Acetamiprid. EU limit is 0.01 ppm.

Result: Cargo destroyed. Capital, freight, and destruction fees lost.

Root cause: Assumed "JAS Organic" meant "pesticide-free." Cross-contamination or trace elements exceeded EU zero-tolerance.

Prevention:

• Demand pre-shipment CoA testing for EU-sensitive molecules
• Contract clause: "Goods must comply with EU Regulation 396/2005. Seller liable for rejection due to non-compliance."

Case 2: The Brown Powder (Logistics)

Scenario: US brand ships 1,000kg via sea LCL to save money. Transit: 45 days including Singapore transshipment. Arrival: dull yellow, hay-smelling powder.

Result: Supplier claims it left green (has retained sample). Buyer claims defective. Dispute stalls.

Root cause: Heat damage in uncontrolled container.

Prevention:

• Air freight for premium grades
• FCL reefer for volume
• Data logger in every shipment
• Marine insurance with "temperature variation damage" coverage

Case 3: The Fake Matcha Scam

Scenario: Buyer finds "Japanese Matcha" on B2B portal at 50% below market. Certificate says "Product of Japan."

Result: Tea tastes flat, lacks umami. Lab testing reveals Chinese green tea powder with small Japanese blend.

Root cause: Transshipment fraud — tea imported to Japan, repacked, re-exported.

Prevention:

• Deal with established Tonya or verified Noka
• Verify factory location independently
• Be skeptical of prices significantly below market

First-Time Importer Roadmap

Phase 1: Preparation (Weeks 1-4)

1. Determine grade needs (ceremonial vs. culinary)
2. Calculate budget: product + freight + duties + brokerage + storage
3. Identify 5-10 potential suppliers

Phase 2: Evaluation (Weeks 5-8)

1. Request 50g samples of multiple grades (pay for courier — shows seriousness)
2. Conduct blind sensory evaluation
3. Verify FDA registration, organic certs, sample CoA
4. Negotiate MOQ

Japanese business tip: Don't haggle aggressively on first order. Ask for lower MOQ to "test market" with promise of volume growth. This builds trust.

Phase 3: Execution (Weeks 9-12)

1. Issue PO, sign Proforma Invoice
2. T/T 50% deposit
3. Review draft documents for errors (HS codes, descriptions)
4. Book logistics
5. Final payment before shipment

Phase 4: Import (Week 13+)

1. Broker files Prior Notice (US) or pre-declaration (EU)
2. Customs clearance
3. On delivery: check data logger, retain library sample

FAQ

How do I verify a supplier has real FDA registration?

Request their 11-digit FDA Registration Number. You can verify active status in the FDA's online database. Unregistered facilities cannot legally export food to the US.

What's the minimum order quantity for direct Japan sourcing?

Typical MOQs: Farmers (50-100kg), Wholesalers (100-500kg), Traders (no minimum but higher per-kg cost). First orders often start at 50-100kg to test quality and logistics.

How long does matcha last in transit?

Properly packaged (nitrogen-flushed, aluminum bags) and temperature-controlled (<25°C): 6-12 months from milling date. Air freight (3-7 days) preserves quality better than sea (30-60 days) even with reefer containers.

Is radiation still a concern for Japanese tea?

FDA Import Alert 99-33 was deactivated in September 2021. Mandatory radiation testing is no longer required. However, voluntary certificates (Cesium-134/137) are still common for consumer confidence, especially in Asian markets.

What happens if my EU shipment fails pesticide testing?

The cargo is seized and either destroyed or returned to origin at your cost. Your supplier goes on RASFF watchlist for increased inspection frequency. Prevention: Specify "EU-compliant" lots, demand pre-shipment testing, include compliance guarantees in contracts.

Build Your Supply Chain with Confidence

Importing matcha successfully requires more than finding a supplier — it requires building a compliant, resilient supply chain.

At First Agri, we provide:

• FDA-registered, EU-compliant facility
• Full documentation including lot-specific CoA, pesticide screening, origin certificates
• Flexible MOQ starting at 50kg for new relationships
• Cold chain logistics coordination (air or reefer)
• Technical support for regulatory compliance in your market

Start Your Import Discussion →

Regulatory information current as of January 2026. Import requirements subject to change; verify current regulations with your customs broker.