Announcement of Matcha Price Revision and Our Vision for the Future: In the Year of Matcha

Dear Valued Customers,

We hope this message finds you well, and we sincerely thank you for your continued support.

The year 2025 marks what we consider a “Year of Matcha” for us. Interest in matcha has reached unprecedented levels worldwide, and the Japanese tea bowl, long cherished through the practice of tea ceremony, is beginning to blend into daily life across borders. We take pride in witnessing the culture of Uji matcha, nurtured over many years, quietly and steadily taking root in people’s lives around the world.

At the same time, as we enter this new era, the market price of tencha—the raw material for matcha—has surged to unprecedented levels, 200–275% higher than last year. This dramatic change has a significant impact not only on producers and distributors, but also on the environment surrounding our customers.

Since our founding, we have upheld a principle of “quality first,” preserving the climate and craftsmanship of Uji tea farmers. To carry this legacy forward to the next generation, we have decided to revise the prices of our matcha products. This ensures fair compensation for the producers, allows the necessary investment for the future of tea, instills pride in those who deliver it, and continues to provide our customers with consistent quality and reassurance. Maintaining this cycle is our responsibility at Horii Shichimeien and represents a vital step toward sustaining the matcha industry as a whole.

We fully understand that this price revision may place some burden on our customers. With consideration for the long-standing supporters of Japanese tea culture, including tea ceremony practitioners, as well as those who enjoy matcha in their daily lives, we have made every effort to minimize the impact as much as possible.

Going forward, we will continue to focus on Uji matcha, with particular dedication to the finest grade of tencha, known as “Ichiban Tencha.” The fact that people around the world are incorporating matcha into their daily lives also contributes to nurturing the future of Japanese matcha culture. No matter how times may change, we remain committed to our principle of quality first and the pride embedded in our brand, and we hope to continue fostering both the culture and future of tea together with you.

Here are the details of this price update:
　・Products affected: All matcha items
　・Effective from: Sales in September 2025 onward
　・Online shop: The new prices are already in place, so please have a look when convenient

Horii Shichimeien