According to the Green Tea Global Market Report 2025 by The Business Research Company, the global green tea market just leapt by an astonishing USD 1 billion in growth year-over-year, reaching new heights in 2025 to USD $16.01 billion. The report predicts a trajectory that shows no signs of slowing, with the market expected to reach USD 29.2 billion by 2033, growing at a CAGR of 5.56% from 2025 to 2033.
So, what’s driving this dramatic rise?
It’s more than just health hype. Consumers are shifting from sugary beverages to functional, plant-based hydration. Green tea, rich in catechins, L-theanine, and natural polyphenols, has emerged as the wellness worlds’ quiet champion, touted for antioxidants properties, weight control support, and a connection to longevity. And it not just Western consumers driving demand. Asia’s premium tea segment is booming, with a surge in export interest from wellness brands, boutique retailers are looking for the next-generation beverages.
The New Tea Race is Quality Over Quantity
But here’s the inside story most reports don’t tell.
With global demand surging, the competition for quality green tea is reaching an all-time high. The largest producer of green tea globally is China, followed by Japan, Vietnam, Indonesia, and India are now in a race to position themselves as the world’s top green tea origin in quality, and only a handful will make the cut.
That’s what made this year’s 10th Green Tea Competition in Tongren, Guizhou, China so significant. Tongren is a prefecture-level city in Guizhou Province, China. At the heart of Tongren lies Jiangkou County, home to the World Matcha Super Factory and over 140,000 mu of EU-standard tea gardens. With its pristine mountain water, cool climate, and pollution-free soil, Jiangkou is a driving force in China’s premium matcha output.
As part of China’s Western Belt, Guizhou’s green teas are known for producing bolder, earthier green teas, thanks to its cool mountainous terrain that sets it apart from the more delicate teas of the Eastern and Central Belts. Jiangkou further distinguishes itself through its modern infrastructure and advanced production capabilities:
- Recognized as a National High-Tech Enterprise and Green Factory
- Operates the world’s largest matcha refining facility
- Holds Southwest China’s largest tea cold-storage warehouse
- Maintains 140,000 mu of EU-standard tea gardens
In addition to its tea-growing pedigree, Jiangkou also boasts some of the cleanest and coldest natural water in China, with:
- 450 million m³ total underground reserves
- Over 100 million m³ of Class II+ quality cold water standards
As a result, Jiangkou is now building a USD $690 million health beverage industry based on clean water and tea synergy. This initiative aligns with Guizhou’s broader ambition to position itself as China’s Matcha Capital, a vision underscored by this year’s Green Tea Competition, which marked a strategic push by regional producers and government authorities to establish new international standards of excellence in green tea quality.
“Many of these teas are unlike anything you see on the general market,” said Sharyn Johnston, the Head of Education of World Tea Academy.
Sharyn Johnston, together with seven tea experts from around the world, evaluated teas at this prestigious event. She assessed the teas through the standard evaluation process used in global tea grading:
- Dry Leaf Appearance
- Liquor Color
- Fragrance / Aroma
- Mouthfeel
- Infused Leaf Quality
What stood out? The high standard of Chinese entries. Many of which are not available on the open market. For professionals, this was a reminder that the best teas don’t always make it to shelves. They’re often reserved and auctioned.
As the market heats up, the most successful tea brands and professionals will be those who can evaluate, communicate, and curate exceptional teas, not just sell them.
The world of tea is changing. Quality is being redefined. And those who understand how to taste, assess, and source properly will be the ones leading it.
Whether you’re sipping a rare Chinese green or building your own tea brand, knowledge is your advantage. And the best time to gain it is now.
To meet the growing need for deeper industry knowledge of tea, The World Tea Academy, as part of the broader World Tea portfolio alongside World Tea Expo and World Tea News, offers structured learning pathways designed specifically for tea professionals. Among the available course options, the 6-Course CORE SERIES Bundle serves as a well-rounded education for those wishing to approach tea with expertise and professionalism.
The course details can be viewed by clicking this link.
Plan to Attend or Participate in World Tea Expo, March 23-25, 2026
To learn about other key developments, trends, issues, hot topics and products within the global tea community, plan to attend World Tea Expo, March 23-25, 2026 in Las Vegas, co-located with Bar & Restaurant Expo. Visit WorldTeaExpo.com.
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Ellainy Karaboitis-Christopoulos, Business Development Manager, Questex
Phone: +1-212-895-8493; Email: [email protected]
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