Monthly Matcha Market & Origin Report – August 2026
Kyoto First and Second Crop Auction Season Concludes
The final auction of the 2026 season was held on July 31, officially bringing the first and second crop tea auctions at the Kyoto Tea Market to a close.
Looking back on this year's market, four key trends stood out:
- First crop tencha prices remained firm despite increased production.
- Second crop tencha prices were generally in line with, or slightly below, last year's levels.
- Prices for sencha, gyokuro, and hojicha raw materials increased due to limited supply.
- Favorable growing conditions resulted in strong overall quality.
The first crop market began at high price levels, supported by the sharp increase in prices seen last year and continued strong demand from tea manufacturers seeking to secure raw materials. At the start of the auction season, many buyers actively purchased tea, expecting supply conditions to remain tight.
As the auctions progressed and the increase in production volume became more evident, market prices gradually declined. However, many tea companies that had purchased tea at higher prices earlier in the season continued buying similar-quality lots in an effort to balance their average procurement costs.
As a result, many traders appear to have secured larger volumes than originally planned. MATCHA DIRECT was also able to successfully secure sufficient quantities of raw material for future production.
MATCHA DIRECT's Kyoto Cultivars
We will release new products made from the 2026 harvest beginning in September 2026.
This month, we would like to introduce two cultivars featured in MATCHA DIRECT's single-origin lineup: Okumidori and Tenmyo.
Depending on the destination market, Okumidori is sold as either #104 or #107. Meanwhile, Tenmyo is currently available only in selected countries, taking into account compliance with pesticide residue regulations in each market.
Okumidori (#104 / #107)
Okumidori is one of the cultivars on which MATCHA DIRECT places particular emphasis in order to achieve a stable year-round supply.
As its name "Midori" suggests, the cultivar is known for producing a vivid green color and has been highly appreciated by customers around the world.
The Okumidori used in #104 and #107 is grown in the Kyotango region of northern Kyoto. Although Kyotango is a relatively new tea-producing area within Kyoto Prefecture, quality has improved significantly in recent years. Thanks to its large-scale cultivation areas, the region has attracted attention as a production area specializing in export-oriented tea cultivation.
The tencha used for this product is processed at a relatively high drying temperature, resulting in a characteristic roasted, nutty aroma reminiscent of roasted almonds. Its umami is gentle, and it pairs particularly well with plant-based milk, creating a balanced flavor profile without overpowering the matcha character. These qualities have made it a popular cultivar among many of our customers.
Although Okumidori is not an original Kyoto cultivar, its cultivation area continues to expand each year and has become one of Kyoto's major tea varieties, second only to Yabukita in planted area.
Tenmyo (#109)
Many tea professionals are already familiar with famous Uji cultivars such as Samidori, Asahi, and Gokou. In contrast, Tenmyo is a relatively new cultivar developed in Kyoto Prefecture. While still not widely known outside Japan, it has gained increasing attention due to its excellent quality and limited availability.
Tenmyo is characterized by its vibrant color and its rich yet gentle flavor profile with very little astringency. It is also known for its ability to express the distinctive covered-tea aroma that is highly valued in premium matcha.
The cultivar requires careful cultivation management and proper shading conditions. When grown under suitable conditions, however, it displays exceptional character and is highly regarded as a premium tencha cultivar.
Because production volumes remain limited, Tenmyo is not widely available on the market. This year, however, we were able to secure a meaningful quantity and decided to add it to the MATCHA DIRECT lineup.
The new products #107 Okumidori and #109 Tenmyo will be available beginning September 1. Samples are already available for purchase, and we hope you will have an opportunity to try them.