If you love matcha, it's time to pay attention.
Newly proposed tariffs on Japanese imports to the US could soon include green tea and matcha, a move that would send shockwaves through the specialty tea market — and especially for ceremonial grade matcha sourced from Japan. With matcha's rising popularity in the US, these tariffs could have major consequences for companies, consumers, and the integrity of matcha itself.
"Japanese matcha cannot be sourced or produced domestically. Its value is deeply rooted in centuries of cultural practice in Japan. High tariffs could drive small American businesses, like ours, out of existence and deprive American consumers of an increasingly popular product," explains Matcha Kari founder and CEO Andre Fasciola.
What's Happening? What are the new tariffs on matcha from Japan to the US?
The US government, under a proposed tariff expansion, is considering imposing 10% to up to 34% duties on a range of all Japanese goods, including green tea and matcha.
"While not yet finalized, these tariffs are part of a broader political maneuver — but all US-based matcha businesses and matcha drinkers alike could deeply feel their impact."
Why this matters for matcha
Japan is the true birthplace and source of ceremonial-grade matcha. Centuries of tradition, meticulous farming practices, and specific cultivars — like those found in Uji and Nishio — make Japanese matcha unique and irreplaceable.
Learn more: 4 reasons Why Uji matcha is Irreplaceable.
If tariffs go through, the US matcha market could be negatively impacted in the following ways:
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Matcha powder prices in the US will rise sharply — especially for authentic, ceremonial-grade varieties. They could go up by 20% or more, making quality matcha less accessible and affordable.
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Job Losses — Tariffs will inevitably result in job losses across matcha company supply chains, fulfillment, and retail operations.
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Business Closures — These levels of tariffs will put such a financial strain on American businesses that countless numbers of small businesses will collapse under the weight of what essentially amounts to a tax for doing business.
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Low-quality alternatives from outside Japan could flood the market — misleading consumers and compromising the integrity of what matcha really is. Consumers may unknowingly pay more for matcha that doesn't deliver the same health benefits or flavor.
What matcha companies are facing with these new tariffs
"At Matcha Kari, we've worked for years to bring the US the highest quality, ceremonial grade matcha directly from generational farmers in Uji, Japan. Our partnerships we have with our farmers in Japan ensure purity, freshness, and a deep respect for tradition," says Matcha Kari CEO Fasciola.
"High tariffs could not only threaten our ability to keep prices fair for our customers — but also undermine the entire ecosystem of small-scale Japanese tea producers who rely on export markets like the U.S. to survive."
Learn more: The History of Matcha.
What Can Matcha Lovers Do?
You can make a difference. Here's five things you can do right now:
Call or write to your representatives
Especially if you're in swing states, let them know how these tariffs could hurt small businesses, farmers, and consumers. Here is a link you can use where you enter your address, and it will bring up your local reps to contact.
According to Fasciola, as a US citizen and matcha consumer, you can write and urge Congress and the USTR to reconsider the following measures:
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Reconsider Blanket or Reciprocal Tariffs: We believe that blanket or reciprocal tariffs on all tea products are not appropriate and should be avoided.
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Provide Product-Specific Exemptions: All grades of matcha and other single-origin green tea imports should be exempted from tariffs. These are staples for millions of Americans.
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Engage in Targeted Trade Negotiations: We encourage the USTR to engage in targeted trade negotiations with Japan and other trade partners that prioritize the interests of small American businesses.
Spread the word
Many people don't realize matcha is a specialty product deeply rooted in Japanese tradition. Please share this article or post about it on social media and talk about it with family and friends.
Tag decision-makers on social media
If the tariffs are being led by former President Trump or others in office, use your voice. Tag them on social media and urge them to reconsider the impact on health-focused consumers and small US businesses alike.
Support authentic matcha brands.
Especially ones sourced directly from Japan (Like us!). Your support helps offset increased costs and keeps the industry alive.
Stock up on the Japanese matcha you love now.
If these tariffs do, in fact, go into effect, now is the best time to stock up on your favorite premium matcha before prices inevitably go up.
The Bottom line
Matcha isn't just a trend — it's a tradition. Let's protect it by raising our voices before these tariffs become effective!
If you care about quality, culture, and wellness — now's the time to act!
