Matcha is Booming Worldwide — Nodate Treasury Brings a Picnic-Style Tea Ceremony to Everyday Life

Matcha is booming worldwide. Nodate Treasury (Ota-ku, Tokyo; CEO: Souu Dobashi), a project that reinterprets the history and traditions of the tea ceremony and introduces a picnic-style tea ceremony that can be easily enjoyed in daily life both in Japan and overseas, held a workshop at the popular Tortoise General Store in Los Angeles in May, The original LA-exclusive Matcha Picnic Box (tea box), which can be used for preparing tea if all you have is hot water, is now available for sale online worldwide.

A scene from the workshop

Tokyo, Japan — August 2025 — Matcha is booming worldwide. In 2024, Japanese green tea exports reached a record ¥30 billion, more than 2.5 times higher than a decade ago. The majority of exports are matcha, driven by growing demand in the U.S. and Europe.

While matcha lattes and sweets are now global wellness staples, the traditional tea ceremony is losing participants in Japan. A recent government survey found that 70% of Japanese people have never experienced it, with many citing lack of time or accessible entry points. Without new ways to engage, the cultural roots of matcha may fade.

*1Ministry of Agriculture, Forestry and Fisheries, "Current Status and Issues Related to the Tea Industry and Tea Culture.

https://www.maff.go.jp/j/seisan/tokusan/cha/attach/pdf/230929-4.pdf

*2Agency for Cultural Affairs, FY2020, Survey and Research Project on Lifestyle and Culture (Tea Ceremony)

https://www.bunka.go.jp/tokei_hakusho_shuppan/tokeichosa/seikatsubunka_chosa/pdf/93014801_06.pdf

Reinterpreting Tradition for Modern Life

Nodate Treasury (Ota-ku, Tokyo; CEO: Souu Dobashi) reimagines the tea ceremony as a picnic-style experience that can be enjoyed anywhere—by a river, in a city apartment, or while traveling.

The project is built around a simple idea: with just hot water and a tea box filled with carefully chosen utensils, anyone can create a meaningful tea moment. This format preserves the spirit of harmony, respect, purity, and tranquility while adapting to today’s lifestyles.

The approach connects to the origins of tea culture: when tea master Sen no Rikyū prepared tea outdoors for warlord Toyotomi Hideyoshi, using pine leaves for fire and the sea as his backdrop. That spirit of “being here and now” resonates strongly in today’s mindfulness movement.

Los Angeles Pop-Up Success

In May 2025, Nodate Treasury hosted a week-long pop-up at Tortoise General Store in Los Angeles, a cultural hub for Japanese design and craftsmanship. The event featured lectures on tea history and hands-on workshops, all of which drew enthusiastic participation.

Following the event, Tortoise General Store launched an LA-exclusive “Matcha Picnic Box”, now available through its online store. Each box includes tea utensils collected over a decade from antique markets and contemporary artists in Japan and abroad, along with a bilingual letter printed on Japanese paper and tied with red thread.

Samurai Rest Tea Box

Voices from the Community

One participant shared:

“I used to drink matcha only for health reasons. Now, I feel it helps me care for myself on a deeper level. The items inside felt like treasures collected just for me, transcending countries and time.”

Keiko, owner of Tortoise General Store, commented:

“Opening the tea box felt like discovering a dollhouse, pulling out hidden treasures one after another. I want people in Los Angeles to experience that same thrill.”

Looking Ahead

Nodate Treasury is seeking partners worldwide to co-host events and workshops that foster cultural exchange and connection through tea. By making the tea ceremony more approachable, the project aims to ensure that matcha is not only a passing trend but a lasting cultural bridge.

Purchase the LA-exclusive Matcha Picnic Box here:

https://shop.tortoisegeneralstore.com/collections/vintage

About Nodate Treasury

Founded by Muneo Dobashi in Tokyo, Nodate Treasury is a cultural project that reinterprets the Japanese tea ceremony for modern life. Through picnic-style tea ceremonies, handcrafted tea boxes, and international collaborations, the project seeks to spread the spirit of harmony, respect, purity, and tranquility across borders.