Important Notice: 2025 Matcha Lineup and Price Update
July 21, 2025
Effective from July 28, 2025
Thank you for your continued support of MATCHA DIRECT.
This announcement applies to products listed in our “For Home” section (mainly 60g tins).
For business customers, we will contact you separately with individual guidance.
Background of the Price Revision
The cost of first-harvest tencha—the raw material used to make matcha—has risen to historically high levels. In Uji, where some of the finest matcha is produced, the official auction price has increased 5.2 times compared to 2020 and is nearly three times higher than in 2024.
At MATCHA DIRECT, we have done our best to keep prices stable since our launch. However, due to these exceptional market conditions, we have reached a point where continuing at current prices is no longer feasible.
As a result, we will be implementing a price revision for the first time since we began operations.
Price Adjustment Overview
Price increases will vary depending on the product, but here is an approximate guide:
- First-harvest Kagoshima matcha: about 1.2x to 1.5x the previous prices
- First-harvest Uji matcha: about 1.3x to 1.7x the previous prices
While this is a notable change, our commitment remains the same: to provide high-quality, freshly ground matcha directly from Kyoto, with no compromise on freshness, traceability, or responsible sourcing.
Discontinued Products
The following items will be discontinued at the time of this price revision.
(Please note that some of these products may not have been available in all countries.)
- #001 Ceremonial Matcha 60g
- #011 Organic Ceremonial Matcha 60g
- #025 Ceremonial Matcha 60g
- #031 Organic Ceremonial Matcha 60g
- #032 Organic Ceremonial Matcha 60g
- Ceremonial Matcha 300g (100g x 3)
- Ceremonial Matcha 500g (100g x 5)
- Ceremonial Matcha 1kg (100g x 10)
- Organic Ceremonial Matcha 300g (100g x 3)
- Organic Ceremonial Matcha 500g (100g x 5)
- Organic Ceremonial Matcha 1kg (100g x 10)
At the time of the price revision, products that are currently sold out will be relaunched using the 2025 crop.
In addition, we plan to introduce several new products for the EU lineup.
Details will be announced on this page as soon as they are finalized.
We greatly appreciate your continued trust and support as we adjust to these changes in the matcha industry.
Thank you for being part of the MATCHA DIRECT community.
