Uji Matcha's Popularity Soars, But Challenges Loom: Quality and International Trademark Battles

Posts about "Uji Matcha" are currently generating significant buzz on social media. A wide array of products, from Japanese and Western sweets to drinks and tea leaves, are being released, stimulating consumer purchasing desire. However, concerns regarding the definition and quality of "Uji Matcha," as well as trademark issues overseas, are simultaneously emerging, highlighting challenges beneath its popularity.

Consumer posts reveal high praise for the rich flavor and taste that "Uji Matcha" offers. Comments like "Uji Matcha is so good!" and "This matcha is so strong, there'll be none left for me!" are common. Many also express anticipation and joy for collaborations with existing brands and new products, such as "Manneken's Uji Matcha has finally started" and "Kinoko no Yama Uji Matcha flavor is the best."

Specific products drawing attention include Yumian's "Domestic Strawberry and Gyokurin-en Uji Matcha Sweets" campaign. Seasonal and classic sweets are actively being launched, such as CoCo's "Uji Matcha Strawberry Cake" and Krispy Kreme Doughnuts' "Old Fashioned Uji Matcha." Furthermore, Ito En's "Oi Ocha Kyoto Uji Matcha" and high-grade matcha from long-established brands like Yamamasa Koyamaen and Marukyu Koyamaen are garnering reactions like "Too enviable" and "I want to drink it." Matcha powder for baking and convenient matcha latte sticks for home use are also popular, demonstrating that Uji Matcha is enjoyed in various daily settings.

However, riding on this popularity, concerns are growing about products that use the name "Uji Matcha" inappropriately or those with questionable quality. Comments such as "Wasn't it that mysterious tea sold as 'Uji Matcha Company's tea' instead of a product name because of trademark issues?" and "It's just matcha, not Uji Matcha ()" indicate consumers' efforts to discern the authenticity of "Uji Matcha." Questions like "Real Uji Matcha costs several thousand yen for 10g, so 500g? Isn't that just tea scraps, not matcha?" are also being raised, extending the discussion to appropriate pricing and content volume.

Even more serious are the "Uji Matcha" trademark issues overseas, particularly in China. There is a sense of crisis regarding the possibility that "Uji Matcha" has been registered as a trademark in other countries first, and the outflow of Japanese matcha production methods leading to mass production abroad. Opinions such as "They know that 'Made in C-country' is extremely disliked, yet they persist, which shows strong resolve" and "They should promote Chinese tea more. I don't think there's a need to piggyback on Uji Matcha" reflect a sincere desire for brand protection. In response to this situation, calls are growing for clear rule-making and countermeasures by the government and industry associations, with comments like "Now that it's popular, I think it's an opportunity to establish a system" and "If shoddy products circulate and Uji Matcha's popularity declines, it will all be for nothing, so I hope they do their best. May Japan become a country that can properly take countermeasures."

"Uji Matcha" continues to captivate many people with its unique flavor and profound culture. To solidify its popularity, maintaining quality, protecting the brand, and addressing international trademark issues are emerging as urgent challenges.

The context

Uji Matcha refers to green tea powder (matcha) produced in Uji, Kyoto Prefecture, and its surrounding areas. Uji has a rich history of tea cultivation, dating back over 800 years, and is renowned as the birthplace of many traditional Japanese tea production techniques. Its distinct terroir, characterized by specific climate and soil conditions, along with meticulous cultivation methods like covering tea leaves from direct sunlight (which enhances umami and vibrant green color), contribute to its reputation for exceptional quality, aroma, and flavor. For Japanese consumers,