When the mist from a world natural heritage site intertwines with the aroma of matcha, a grand event shaping the future of the tea industry unfolds in Tongren, Guizhou.
On May 8, the Sixth Tea Industry Conference (China・Jiangkou・Fanjingshan) commenced in Jiangkou County under the theme "Preserving Tradition While Innovating: Matcha as a Catalyst for Industrial Transformation." The conference was declared open by Ma Peihua, Vice Chairman of the 12th National Committee of the Chinese People's Political Consultative Conference. Nearly 400 attendees, including representatives from Australia, Italy, Denmark, and domestic tea industry leaders, researchers, and media, engaged in discussions on matcha trends, new tea beverages, and brand development while releasing pivotal reports.
Matcha Industry Takes Center Stage: Diversified Strategies for Growth
Li Zuoxun, Secretary of the Tongren Municipal Party Committee, emphasized in his welcome speech that Tongren is vigorously advancing matcha innovation and industrial upgrades. Initiatives include establishing pharmaceutical-grade sterile production lines, achieving full utilization of 2,000-mesh matcha, and expanding applications in food, health products, and cosmetics. These efforts aim to inject new vitality into rural revitalization.
Liu Zhonghua, Academician of the Chinese Academy of Engineering and President of Hunan Normal University, advocated via video for "breaking industrial bottlenecks through technology and enhancing brand value through culture."
Sri Lankan Ambassador to China H.E. Majintha Jayesinghe highlighted century-old Sino-Sri Lankan tea collaborations, calling for strengthened cultural and trade exchanges.
Mu Degui, former Director of the Guizhou Provincial People's Congress and Chairman of the Guizhou Tea Association, noted Guizhou’s progress in building the world’s largest matcha refining facility, exporting EU-standard matcha to over 40 countries. A cooperative model integrating 61 enterprises and 140,000 acres of EU-standard tea gardens has enabled global sales.
Zhai Huqu, Honorary President of the China Association for the Promotion of International Agricultural Cooperation, revealed that while China’s 2024 tea output rose to 3.74 million tons (+5.5%), export value fell to $1.419 billion (-18.39%). He identified matcha’s high value and health benefits as key to industrial transformation but warned against homogenization, urging localized strategies.
Expert Insights: Innovation and Market Potential
- Yin Junfeng (Researcher, Chinese Academy of Agricultural Sciences): Stressed innovation to unlock matcha’s appeal to younger consumers.
- Meng Zude (Chairman, Guizhou Tongren Guicha Tea Co.): Shared matcha’s evolution as a European "superfood."
- International Perspectives: Italian Tea Association President Marco Bertona suggested geographic indication protections for Chinese matcha, while European Specialty Tea Association Vice Chair Alexis Kaye highlighted matcha’s status as a youth wellness symbol.
👉 Explore the future of tea innovation here
Key Reports Released: Data-Driven Strategies
The conference unveiled critical analyses:
- 2024 China Tea Import/Export Report: Detailed global trade dynamics, showing 374,100 tons exported (86.57% green tea) and rising imports (+38.34%).
- 2025 Regional Tea Brand Influence Index: Ranked 88 public brands, with Anxi Tieguanyin leading at 946.8 points.
- 2025 Fanjing Matcha Digital Influence Report: Tracked online engagement metrics.
Brand-Building Initiative Launched
The "Innovative Tea Branding Models" project, commissioned by the Ministry of Agriculture, aims to address China’s tea industry challenges ("large but not strong") by developing actionable methodologies.
FAQs
Q: Why is matcha pivotal for China’s tea industry?
A: Its high附加值 and health appeal position it as a growth driver amid export declines.
Q: How does Guizhou’s matcha stand out globally?
A: EU-standard production and scalable cooperative models ensure quality and market reach.
Q: What’s next for tea diversification?
A: Cross-sector applications (e.g., cosmetics, functional foods) and youth-centric products.
Conclusion
Hosted by multiple industry bodies, the conference spotlighted matcha’s potential, provided strategic insights, and fostered collaborations to elevate Chinese tea’s global competitiveness.
Note: All hyperlinks except the designated anchor texts have been removed per guidelines.