International Matcha Congress 2026: World’s First International Matcha Conference to Be Held in Tokyo on November 12, 2026
International Matcha Congress 2026, described by the organizer as the world’s first and one of the largest international conferences dedicated to the matcha industry, will be held on November 12, 2026, at TOFROM YAESU Tower in front of Tokyo Station.
The conference will bring together leading figures from the global matcha industry to discuss the structural challenges facing the sector and work toward shared understanding and consensus on its future.
This article provides an overview of the conference, including its background, objectives, and program highlights.
Note: The claims “world’s first” and “one of the largest” are based on research conducted by the International Matcha Association (a general incorporated association), as of May 1, 2026.
Event Overview
Event Name: International Matcha Congress 2026
International Matcha Congress 2026 is described by the organizer as the world’s first and one of the largest international conferences dedicated to matcha. The event aims to facilitate discussion and consensus-building on the key challenges facing the global matcha industry.
Date: Thursday, November 12, 2026 (10:00 a.m.–7:00 p.m., tentative)
Venue: Conference Hall, 6th Floor, TOFROM YAESU TOWER
https://tofrom-yaesu.com/
https://micetimes.jp/tofram-yaesu-2025-03/
Address: 1-6-1 Yaesu, Chuo-ku, Tokyo, Japan
Expected Scale:
Participants: More than 800
Participating Countries: More than 10
Speakers: More than 30
Exhibiting Brands: More than 10
Registration: General registration details are currently being finalized.
Rising Matcha Demand Highlights Labor Shortages and Supply Challenges
Japan’s green tea exports have grown rapidly, increasing from JPY 20.4 billion in 2021 to approximately JPY 72.0 billion in 2025, bringing the industry close to the JPY 81.0 billion export target for 2030 set by Japan’s Ministry of Agriculture, Forestry and Fisheries.
Against this backdrop, the organizers cite several growing challenges facing the matcha industry, including a declining workforce, shrinking cultivation areas, widening supply-demand gaps, and increasing risks to the value and reputation of matcha brands.
Source: Ministry of Finance, Trade Statistics
International Matcha Association Established to Support the Future of the Matcha Industry
To address these challenges, the International Matcha Association (IMA) was established on April 22, 2026, as a general incorporated association.
The organization aims to create a framework for international discussion and consensus-building within the matcha industry. Bringing together leaders from the coffee industry, academia, and other fields as board members, IMA seeks to establish common foundations through the development of international standards, education, and human resource development.
On May 5, 2026, IMA also issued a joint emergency statement with 38 major Japanese tea trading companies, calling for measures to support the healthy development of the market.
According to the organizers, International Matcha Congress 2026 was planned as the first step in these efforts, providing an opportunity for stakeholders from around the world to meet in person and discuss the future of the industry.
More Than 800 Participants from Over 10 Countries to Gather in Tokyo’s Yaesu District
The conference will be held at the Conference Hall on the 6th floor of TOFROM YAESU TOWER, a newly developed mixed-use complex directly connected to Tokyo Station.
The event will bring together a wide range of stakeholders involved in the global matcha industry, including producers, representatives from the café industry, researchers, and government officials from around the world.
More than 800 participants from over 10 countries are expected to attend, with more than 30 leading experts and industry leaders scheduled to speak. The venue will also feature exhibitions by more than 10 brands, providing attendees with an opportunity to explore the latest developments in the matcha industry.
Goals of the International Conference
- Visualize the key challenges facing the matcha industry and build international consensus.
- Improve understanding of demand in the café sector, the largest market for matcha distribution.
- Promote academic discussions on the multifaceted value of matcha, including its culture, philosophy, and terroir.
- Initiate international discussions on quality standards for matcha.
- Strengthen international collaboration toward building a sustainable supply system and market ecosystem.
Conference Program: Exploring the Future of Matcha
The conference will feature sessions in both Japanese and English, providing an international platform for discussion.
The following is a selection of the announced program.
The first session, “The Current State of Matcha and Industry Challenges,” will serve as the opening session. Speakers will discuss collaboration with matcha-producing regions in countries such as China and Vietnam, as well as the role of technology in building a stable and resilient supply chain.
The second session, “The Future of Matcha Through the Café Market: Consumer Trends and Preferences,” will examine changing consumer demand and sales trends for matcha products from the perspective of leading players in the café industry.
The third session, “The Multifaceted Value of Matcha,” will explore matcha’s historical, cultural, philosophical, and health-related significance. Combining academic perspectives with industry insights, the session aims to redefine the true value of matcha for the future.
The fourth session, “Market Development and Ecosystem Design,” will focus on how educational institutions, startups, investors, and other stakeholders can collaborate to build a healthy and sustainable market while laying the foundation for the industry’s next stage of growth.
Conclusion: The Conference May Offer Clues for the Industry’s Next Step
In Uji, Kyoto, where MICE TIMES ONLINE has one of its editorial bases, matcha has been attracting growing attention. At the same time, producers have told us that production sites face challenges such as labor shortages and supply system issues.
This conference may provide an opportunity to identify the industry’s next step. Rather than ending as a temporary trend, matcha will hopefully continue to be passed on to future generations and remain loved around the world.
MICE TIMES ONLINE will continue to follow the discussions and initiatives surrounding the future of the matcha industry.
