We're highlighting exhibitors as we get closer to the 2026 World Tea Expo, returning to the Las Vegas Convention Center March 23-25.
This week, we spoke with Tea Capital Shizuoka, a collaboration of local tea producers and a regional bank working together to share the unique appeal of Shizuoka tea with audiences around the world. With its rich natural environments and a long history of skilled tea merchants, Shizuoka produces a wide range of tea styles and varieties.
Why are you exhibiting at World Tea Expo?
At the Expo, we are excited to present diverse expressions of Shizuoka tea. We warmly invite visitors to stop by our booth and discover their own favorite Shizuoka tea.
What do you hope to gain from the Expo?
We hope to convey the rich diversity of Shizuoka tea. Mountain‑grown teas are known for their clarity and gentle aroma, while fukamushi (deep‑steamed) teas from flatland areas offer richness and depth. Shizuoka is also home to producers of matcha, now enjoyed worldwide.
In addition, we aim to hear directly from international buyers, understand emerging trends, and apply those insights to future research, cultivation, and product development to better meet global demand.
What products/services will you be showing at the Expo?
We offer a wide range of teas, including matcha, sencha, hojicha, genmaicha, flavored teas, sparkling tea, black tea, post‑fermented tea, oolong tea, etc.
We can also flexibly accommodate buyers’ requests. Visit our booths to see the products in person and find the items that best suit your needs.
What challenges do you see members of the tea industry facing in 2026, and how can your product/service help them overcome these obstacles?
One challenge is the growing imbalance between the supply and demand of high‑quality matcha, driven by increasing worldwide interest. To address this issue, farmers in Shizuoka are replanting their fields with cultivars suited to matcha production—varieties that offer vibrant green color and strong resistance to disease.
At the processing level, Shizuoka tea processors are investing in multiple milling technologies, including traditional stone mills as well as modern bead mills and cyclone mills, to meet both the increased volume and the diverse quality requirements of overseas markets.
Another important challenge is the rising need for origin transparency and reliable production backgrounds. In this regard, we take pride in Shizuoka’s long‑standing culture of collaboration between tea merchants and farmers, which provides a trustworthy foundation for transparent tea production. Many producers in Shizuoka welcome your visit and are ready to share their commitment to responsible and high‑quality tea making.
What trends are you seeing in the tea industry?
Now that matcha has expanded worldwide, attention is beginning to shift toward other styles of Japanese green tea. This includes not only traditional Japanese sencha‑style teas, but also new formats such as sparkling tea, tea‑based sodas, and even Japanese sake infused with green tea.
As interest in Japanese cuisine continues to grow, consumers are increasingly seeking teas that pair well with Japanese dishes. Instead of using only matcha for beverages and sweets, they are turning to loose‑leaf teas such as sencha, hojicha, and genmaicha, which are less sweet and have a gentle, light flavor that does not overpower the taste of the food.
We are also seeing new momentum around hojicha, or roasted green tea. While people in Japan typically enjoy hojicha as a loose‑leaf tea, it is now being used in a powdered format similar to matcha. As a result, consumers can enjoy hojicha more easily, without requiring any special equipment.
To book your sponsorship or exhibit space at World Tea Expo, or to inquire about advertising and sponsorship opportunities at World Tea News, contact:
Ellainy Karaboitis-Christopoulos, Business Development Manager, Questex
Phone: +1-212-895-8493; Email: [email protected]
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