Driven by the global boom in green tea, prices for Japanese tea have surged. The increased demand for tea leaves and matcha raw materials is expected to boost the earnings of companies such as Ito En <2593.T>.
Green tea is gaining popularity globally due to the rising popularity of Japanese cuisine and increasing health consciousness. Sweets incorporating matcha are also spreading overseas through tourists visiting Japan. According to the Ministry of Agriculture, Forestry and Fisheries, green tea exports for January-September this year reached 45.4 billion yen (an 81% increase compared to the same period last year). Additionally, the global matcha market...
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