Mayur MohtaThe global matcha market faces a growing threat so-called “pseudo-matcha” products that fail to meet traditional production and quality standards are spreading fast, warns the head of the International Matcha Association.
A New Kind of Tea Fraud Is Quietly Growing
Japan has sounded the alarm fake matcha tea is quietly spreading across global markets. The head of the International Matcha Association (IMA), Rei Iwamoto, revealed the growing crisis to reporters. Products that look like matcha but fail every quality check are showing up everywhere now.
“In recent years, products like fruit powder blends are being sold under names like ‘some kind of matcha’,” Iwamoto explained. “There are also cases where hojicha a roasted green tea is being labeled as roasted matcha.”
These are not minor labeling errors. This is a deliberate and widening pattern across international shelves.
The Risk Goes Far Beyond Mislabeling
The IMA chief did not hold back when describing the stakes. Fake matcha is not just a branding problem it carries real danger for the entire tea industry worldwide.
“If even one product hits the market without meeting safety standards or worse, contains toxins and someone dies, a global boycott becomes almost certain,” Iwamoto warned firmly.
That warning is serious. One contaminated product could erase decades of trust built around authentic Japanese matcha. The industry’s reputation hangs on every cup sold under that name.
Standards Exist But Few Are Following Them
International guidelines for matcha already exist. The International Organization for Standardization has been actively discussing quality benchmarks for the product. Despite all this progress, Iwamoto noted a frustrating gap.
Many private companies simply ignore those recommendations no enforcement, no accountability, no consequences. The IMA chief confirmed this openly, expressing concern that voluntary standards are not enough.
Authentic matcha comes from shade-grown green tea leaves. Producers stone-grind the leaves into a fine, vibrant powder. The process follows strict traditions ones that fake producers skip entirely to cut costs.
A Booming Market Attracting the Wrong Attention
Matcha’s global popularity has exploded in recent years. Cafés, dessert brands, and health-food companies worldwide now feature matcha prominently. This surge in demand made the market attractive for shortcuts and knockoffs.
The IMA continues pushing for tighter international regulations. Without enforceable standards, the fake matcha problem will only grow putting consumers and genuine producers at equal risk.
Akshay Didwaniya
Aditya Didwaniya
Pratik Agrawal