A specialized drink stand in Tokyo's Daikanyama district is seeing a surge in popularity as consumers embrace yomogi, a Japanese mugwort, as a health-focused alternative to matcha [1].
This trend reflects a broader shift toward caffeine-free nutrition and detox-oriented wellness. As matcha faces supply shortages and rising prices, yomogi is emerging as a viable substitute for those seeking relaxation and high nutritional value [3].
Keita Sato, the representative of THE YOMOGI® STAND, said the plant is being hailed as the "queen of herbs" [1]. The establishment, which opened in July 2025, has seen its sales increase more than threefold since its launch [1].
Unlike matcha, which contains caffeine, yomogi is caffeine-free. "Matcha has caffeine, but (yomogi) is caffeine-free, so you can drink it before bed or at various times for a relaxing effect," Sato said [1].
The menu at the Daikanyama location extends beyond beverages to include yomogi-infused waffles and "yomogi steaming," a wellness practice where users are exposed to the herb's steam for detoxification [1, 3]. Customers have described the taste of the drinks as very mellow [1].
Despite the local popularity in Japan, the supply chain remains international. More than 60% of the yomogi supply is sourced from China [2].
The rise of the "next matcha" movement is driven by a combination of health consciousness and the search for functional foods that support sleep and stress reduction [3].
“Yomogi is being hailed as the 'queen of herbs'”
The rise of yomogi as a commercial trend highlights a growing consumer preference for 'functional' botanicals that offer the aesthetic and cultural appeal of traditional tea without the stimulant effects of caffeine. However, the heavy reliance on Chinese imports—exceeding 60%—suggests that the scaling of this 'next matcha' trend may face supply chain vulnerabilities if local Japanese production cannot meet the increasing demand.
