What do young people love to drink nowadays? Matcha has become a popular choice on the beverage list. In 2023, the global matcha market size reached RMB 19.911 billion, and this figure is expected to climb to RMB 32.045 billion by 2029. As one of the main exporters of matcha, China produces approximately 4,800 tons annually, indicating that the domestic matcha industry is in a golden period of development. Jingshan in Yuhang District, Zhejiang Province, has become a representative landmark of matcha culture with the brand slogan, "All Matcha Comes from Jingshan."

Beyond its economic impact, matcha's popularity also reflects a revival in traditional tea culture and presents new opportunities for the food industry.The popularity of matcha not only showcases a revival in traditional tea culture but also presents new opportunities for the food industry. Events like Bakery China highlight innovations in ingredients such as matcha, showcasing them to a global audience.

The popularity of matcha can be traced back to Jingshan Temple, founded over 1,200 years ago during the Tang Dynasty by Monk Faqin. He planted tea trees, and the tea produced became renowned. The Qing Dynasty's "Yuhang County Gazetteer" recorded that Faqin planted tea trees for Buddhist offerings, initiating Jingshan Temple's history of famous tea production.

During the Sui and Tang dynasties, people began grinding cake tea into powdered tea, which was mixed with hot water and consumed. This method gained popularity, and by the Song Dynasty, powdered tea culture peaked. Emperor Huizong of Song detailed the production of "steamed green cake tea" in his "Daguan Tea Treatise," which is the raw material for modern matcha. Jingshan Temple also developed the "Jingshan Tea Banquet," a grand tea ceremony reflecting ancient Chinese tea customs.

The spread of matcha is closely tied to Sino-Japanese cultural exchanges. In the 9th century, powdered tea was brought to Japan by Tang envoys. During the Southern Song Dynasty, Monk Nanpu Zhaoming introduced Chinese tea ceremonies to Japan, and Monk Eisai brought back the "point tea method." These practices evolved into Japanese tea ceremonies, profoundly influencing Japanese tea culture. Japan retained the Song Dynasty's point tea method, developing it into a systematic ritual, while China shifted to brewing tea during the Ming and Qing dynasties, causing powdered tea to fade from mainstream use.

In the 1980s, Chinese matcha began its revival. Jingshan matcha played a pivotal role, with enterprises promoting the return of steamed green tea processing techniques and modern matcha technology. Recently, Jingshan was awarded the title of "The Origin of Chinese Matcha" by the China International Tea Culture Research Institute, marking its rapid development. The Yuhang District government supports the matcha industry, establishing a Jingshan Tea Development Leading Group and implementing the "Five-Year Action Plan for Jingshan Tea."

To address the complex production process, Jingshan Tea Company collaborated with Wanshida (Hangzhou) Coffee Machine Company to develop an intelligent matcha machine, significantly reducing production time and making matcha more accessible to younger generations.

Today, matcha derivatives like matcha ice cream, pastries, and osmanthus matcha are widely popular, meeting modern demands for health and flavor while allowing people to experience traditional tea culture in a fast-paced world. Through cultural inheritance, technological innovation, and brand strategy, Jingshan matcha has promoted products like Jingshan Zen tea and Jingshan matcha globally.

"All Matcha Comes from Jingshan" reflects its historical significance and future potential. Jingshan matcha, with its unique position and innovative initiatives, leads China's matcha industry, injecting new vitality into the inheritance and innovation of traditional tea culture.

Bakery China 2025 will continue to share more industry professional content with you, so please stay tuned!

Bakery China, organized by China Association of Bakery and Confectionery Industry (CABCI) and Bakery China Exhibitions Co., Ltd. was launched since 1997. Bakery China is the Asia Pacific‘s leading event serving the entire value chain for the bakery and confectionery market. The event presents all range of ingredient, equipment, packaging and services, and enables global leading professionals and buyer delegates to meet and share the latest innovations and thinking on manufacturing & distribution, R&D, applications and related services for bakery industry.

The 27th Bakery China would be held on May 19-22, 2025 at National Exhibition and Convention Center (NECC), Shanghai, covering 330,000 sqm show space. Over 2,200 exhibitors and 400,000 visits are expected.

（source：baijiahao）