The Shizuoka Prefectural Government has stepped up efforts to reclaim the region¡¯s status as Japan¡¯s leading green tea grower, after losing the top producer spot to Kagoshima Prefecture.
Riding the wave of the global boom in matcha-powdered green tea, Shizuoka is shifting its production focus from sencha, the most commonly consumed type of green tea in Japan, to tencha, the crude tea leaves used as the base for matcha. At the same time, the prefecture is working to expand organic tea cultivation.
Long supported by the strength of its brand, Shizuoka now faces a number of challenges as it moves to rebuild its position in the tea market.
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