The historic “Tsujiri” Uji Main Store, operated by Tsujiri Ichihonten in Uji, Kyoto, is enjoying a surge in popularity driven by the global matcha boom.
In 2024, sales rose to 327.4% of 2019 levels—more than tripling over the past five years. Momentum has continued to build since last year, with cumulative sales from January to September 2025 also surpassing the same period last year.
Foreign tourists now make up about 80% of all visitors.
The company attributes this strong performance in part to viral social media videos featuring customers preparing their own matcha lattes, which have spread worldwide.
Tsujiri cites both taste and health benefits as key reasons behind matcha’s growing appeal.
In a “Perception of Matcha” survey conducted in May jointly with Cross Marketing Co. and targeting 1,140 respondents across seven countries, the percentage of participants who said “matcha is good for health” surpassed those who described it as “delicious,” ranking health as the most recognized value.
Company president Toshihiro Tsuji commented, “The fact that people around the world are showing interest in Uji matcha is a great encouragement for us. On the other hand, traditional stone-milling is a delicate and labor-intensive process, producing only about 40 grams per hour. While rising prices and raw material supply are challenges, we will continue working toward a sustainable system that preserves the value of matcha.”