Global matcha demand is changing the sourcing map — what that could mean for Vietnam
Japan's supply pressure does not automatically make Vietnam a substitute, but it creates room for new origin and application conversations.
The demand signal
VietnamPlus reported that Japanese tea exports surged in 2025 as international matcha demand grew, with powdered green-tea demand contributing to record export performance and tighter supply. That is an important global signal, not proof that all alternative-origin powders are equivalent.
Vietnam's opening
Vietnam can compete where buyers are willing to define performance by application: latte, RTD, bakery, premix, food manufacturing or value-oriented retail. These use cases may value color stability, taste under milk, dosage and cost differently from traditional ceremonial drinking.
Position with precision
Vietnamese suppliers should avoid imitating Japanese origin language. A stronger strategy is to build a clear Vietnam proposition: defined raw material, transparent process, measurable quality, reliable production and a price-to-performance story for modern beverage and food applications.
