{"id":2906,"date":"2025-10-24T04:48:59","date_gmt":"2025-10-23T19:48:59","guid":{"rendered":"https:\/\/houryokuen.jp\/diary\/?p=2906"},"modified":"2025-10-28T16:16:07","modified_gmt":"2025-10-28T07:16:07","slug":"beyond-the-matcha-boom-horyokuen-releases-powdered-tea-series","status":"publish","type":"post","link":"https:\/\/houryokuen.jp\/diary\/?p=2906","title":{"rendered":"Beyond the “Matcha Boom”: H\u014dryokuen Releases Powdered Tea Series"},"content":{"rendered":"

Sharing the Diverse Appeal of Japanese Tea with the World:A New Proposal to Address Hard Water Issues and Matcha Shortages<\/h3>\n

H\u014dryokuen Co., Ltd. (Headquarters: Shintomi-cho, Koyu-gun, Miyazaki Prefecture; President: Kentaro Morimoto) has announced the launch of powdered tea, “CHAWDER”. This series allows consumers to enjoy\u00a0 organically grown Japanese tea products capturing the full flavor and essence of entire tea leaf. The collection is set to be released in November.<\/p>\n

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The Background of the Launch: Growing Demand and Challenges to “Diversity”<\/h2>\n

In recent years, a global “Matcha Boom” is underway, driven by a\u00a0 rise in health consciousness and increasing interest in Japanese culture. Consequently, exports of Japanese tea have reached a record high. However, this rapid surge in demand has led to a domestic shortage of matcha. Furthermore, as many farmers have shifted production from sencha<\/i> (green tea) to matcha<\/i> (or tencha<\/i>), there has been a resulting decrease in sencha<\/i> production and a sharp rise in its price.<\/p>\n

Since its founding in 1937 and obtaining Organic JAS certification in 1997, our company has consistently maintained the painstaking production of organic tea.<\/p>\n

The Purpose of CHAWDER Development<\/h2>\n

1)Sharing the Diversity of Japanese Tea<\/p>\n

Looking beyond the global\u00a0 “Matcha Boom”, we aim to introduce\u00a0 the diverse and unique flavors of Japanese tea that H\u014dryokuen preserves and cultivates\u2014including organic sencha (green tea) and h\u014djicha (roasted green tea) and Japanese black tea – to the world. By\u00a0 promoting this variety rather than focusing solely on matcha, we hope to highlight the multifaceted appeal of Japanese tea and contribute to a more stable and sustainable supply.<\/p>\n

2)Enjoy Delicious Japanese Tea,\u00a0 even with Hard Water<\/p>\n

This product can be dissolved instantly in hot and cold water, reliably reproducing the rich flavor and color of authentic Japanese tea, regardless of whether the water is hard or soft. By meeting the demand\u00a0for teaware-free powder, the product delivers a simple yet high-quality Japanese tea experience to consumers globally.<\/p>\n

3)Sharing H\u014dryokuen’s tea cultivation philosophy\u2014Harmony with Nature\u2014to the world.<\/p>\n

Since obtaining organic JAS certification in 1997,\u00a0 we have diligently pursued a truly sustainable and nature-friendly approach to tea cultivation. To preserve the rich ecosystem of our tea fields, we rely on labor-intensive methods, including hand-weeding and careful pest control. Our aim is to share the natural and gentle flavors, drawn out by this painstaking cultivation method, with consumers around the \u00a0worldwide. The package design features our organic tea fields, symbolizing the vibrant ecosystem that nurtures our teas and\u00a0 inviting people around the world to “visit our tea fields” and experience our story firsthand.<\/p>\n

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