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June 2025 updates

Posted by Yuki on 8th Jun 2025

Some more news regarding Matcha Powder and intermediary markets

There was a surprising news article in Kyoto a few weeks ago that mentioned the hand-picked Tencha prices (Tencha are the tea leaves that create Matcha Powder) have skyrocketed - 220% higher than last year's price. May to June is the time that the first flush tea leaves rush into the market and are sold from farmers to producers or intermediaries. Due to the skyrocketing demand for Japanese Matcha, we may see another increase in Matcha powder prices. Marukyu Koyamaen has been hinting this recently, along with other producers that we always work with as well. We're bracing for another increase soon. The Matcha market remains highly volatile and unpredictable. I'll keep you posted as much as possible as we navigate through these challenging times.

Our supply has also remained limited. As you know, we select only premium-grade Matcha for our products, and these are the Matcha that have been affected the most. We are currently out of stock (as of June 8th), but we anticipate another round of Matcha coming in within a few days. 

Hojicha Powder

We've (finally!) added Houjicha Powder to our shop! It took me a while to look for a suitable Houjicha powder, and I finally found one. For those of you looking to add Houjicha Lattes or try Houjicha in bakes, etc. - this Houjicha powder would work wonders for you.


I was always looking for a Houjicha powder from tea twigs rather than leaves. From my personal experience, Houjicha from tea twigs is better than Houjicha from leaves because you can use a stronger fire or conduct multiple rounds of roasting to enhance the flavor of the tea. This results in a Houjicha with a stronger taste, aroma, and an excellent intense color.


This Houjicha is precisely that and more. It's twig tea made from Tencha (or Matcha) tree shaded from the sun. This means that there is also a higher level of umami included. You'll be able to tell the quality. I hope you'll have a look!


You can find it here. Houjicha Powder by Tealife

Hario Teapots

We added several new Hario Teapots last month! From the Maru series, we've added a 300ml and a 700ml type. From the Zen series, we added a 450ml type and a 300ml type.
Hario produces excellent glass-based Japanese teapots, all of which are made in Japan. I personally use a number of their teapots as well because they're easy to use and easy to maintain. 

Japanese Tea Travelers Program for June

Kamairi-cha from Ureshino, Saga

Our Momiji tier members will receive the Kamairi-cha from Ureshino, Japan. Hand-pan-fired in small batches, Kamairi-cha is one of Japan’s oldest green teas, tracing its technique back to our Chinese cousins. The wok finish gives each curl a toasty, chestnut aroma that melts into a tasteful cup. Production grows rarer every year because the labor is intense, but that just makes each sip feel like holding a living museum piece.


Misty Crane Premium Grade Sencha, Kyoto

The second tea for our Sakura tier members is the Premium Grade Sencha from Kyoto. True to its name, this sencha rises with the elegance of a crane lifting off a morning pond—clean umami, bright sweetness, and a classy taste profile.


Just as a usual reminder, the Japanese Tea Travelers program is a loyalty program for our special customers at Tealife. Each month, we choose tea from different areas in Japan and include it in each order. This is free of charge as long as you're eligible and enrolled, which you are if you're receiving this email!

Random closing thoughts

As we wrap up, I just want to share a few scattered thoughts that have been on my mind. You don't have to read this - this might be more for my record-keeping!


The current matcha scarcity has been challenging for us — we're incredibly grateful for the flood of requests for Matcha from customers, including cafes and businesses, on a daily basis, but it's also painful not being able to meet everyone's needs.

As I've mentioned here and in past conversations on CNA radio and other media outlets, Matcha's supply chain lacks elasticity. Japan has a real opportunity if it can expand its capacity, but it seems to me that the road is steep. As a part of the inelastic nature of the supply chain, I was surprised to learn recently that converting a Sencha facility into a Tencha facility can require an investment of 300 million yen. The two are fundamentally different, and with most farmers already aging, the risk and cost of such transformation are daunting. This is an impossible investment for many of these farmers. Government subsidies exist, but they're not extensive enough to tip the scale. I feel the government should seize this opportunity and subsidize 80% of the investment. The banks can support the rest. If the government can provide assurance for the continuation of these tea farms' business, the IRR (internal rate of return) from taxes and foreign exports will be immense and well worth the investment. After all, Japanese Matcha is a product that can't be produced to this quality anywhere else. They were working so hard to increase the demand until a couple of years ago... now that the demand has exceeded the supply, it's silly that there's little support for improving the supply. Hopefully, Japan can rise to the challenge and offer more robust support.


On a more uplifting note, I've had several inspiring conversations with young people who reached out from Japan recently. One is exploring new applications for tea's beneficial compounds, and another is working on improving fair wages for tea farmers. It's energizing to see this kind of passion, and I look forward to helping in any way I can. I'm always open to these discussions - in both Japanese and English - so please reach out.


Lastly, I've been quietly working on a little project to reimagine how we enjoy Matcha—something fun and refreshing. I'll share more when the time is right.


Until then, thank you for reading, and as always, thank you for being a part of this journey.


Yuki @ Tealife

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