Chinese manufacturers are selling matcha produced in China under the prestigious “Uji matcha” label, according to reports released this month [1].

The practice threatens the intellectual property and economic value of one of Japan's most famous regional brands. Because authentic Uji matcha originates specifically in Kyoto, the sale of counterfeit products from China undermines the geographical indication and trust consumers place in the label [2].

The fraud involves matcha produced in Shanghai and Zhejiang province, where production volume in Zhejiang alone reaches at least 8,000 tonnes [3]. These products are being sold both domestically in Japan and in international markets. Some of these products are accompanied by certificates issued by a Japanese firm, which traditional producers said facilitates the deception [1].

A Kyoto-based traditional tea company protested the practice, stating that such actions "damage the brand's credibility" [2]. The surge in counterfeiting follows a global boom in matcha demand, which has caused price spikes and created a profit incentive for producers to copy the Uji brand [1].

Industry analysts note that the scale of production in some regions is significant. One analyst said that production in certain areas is "surpassing that of all of Japan" [2]. However, the quality and origin remain disputed. While some reports suggest Chinese producers use cultivation methods similar to those in Japan [4], other findings indicate the products are counterfeit. In one sampling of products labeled as Uji matcha, only one was found to be actually from Kyoto [5].

The economic stakes are high for the Japanese tea industry. Japan’s green-tea export value reached 721 billion yen in 2026 [6]. The FNN broadcast on July 20 detailed how this "brand freeloading" impacts the traditional houses that have maintained the Uji name for generations [1].

“"damage the brand's credibility"”

This dispute highlights the vulnerability of regional brand prestige in a globalized market. As matcha transitions from a niche cultural product to a global commodity, the lack of strict international enforcement for geographical indications allows producers to exploit the 'Uji' name. The involvement of a Japanese firm in issuing certificates suggests a systemic failure in certification that could erode the premium pricing Japanese tea producers command globally.