“Again? Now rice, and tea too?”
It started with rice.
In late 2023 and into 2024, Japanese social media quietly picked up on the fact that rice was getting more expensive. Still, most people shrugged it off. “Just inflation,” some said. “Blame the weather,” said others.
Then came tea.
In 2025, reports surfaced that autumn-harvested bancha (a type of green tea) from Shizuoka had sold at four times the previous year’s price. The tea was normal in quality. The harvest was steady. And yet, the price had exploded.
Why are Japan’s “national staples” — rice and tea — both quietly surging in price?
And more importantly: why isn’t there more public concern?
What Happened in Shizuoka?
Let’s start with the facts:
- Place: Shizuoka Tea Market, September 2025
- Item: Autumn/Winter bancha
- Price: 4x the previous year
- Reason (officially): High demand, foreign interest, market trends
But here’s what’s strange:
The tea wasn’t unusually high in quality. The harvest was normal.
And yet, the price soared — to the point where wholesalers refused to buy.
This isn’t just about one auction. It mirrors something eerily familiar:
Japan’s rice price hikes in 2024.
How People Are Reacting
People’s reactions to the tea price spike fall into three general patterns.
Frustration and Confusion
“Tea is for everyone — why is it becoming a luxury?”
Many consumers expressed disbelief or quiet anger. Green tea is deeply rooted in daily life — from office tea breaks to ceremonial rituals. A sudden price hike feels wrong.
Digging Deeper
“Are producers switching to matcha exports?”
“Is someone cornering the market?”
Others began questioning the structure of the market. Was it global demand? Corporate strategy? Or something else?
Adapting Quickly
“We’d better buy in bulk now.”
“Let’s switch to Kagoshima tea.”
Some treated the shift as inevitable, adjusting their buying behavior or looking for alternatives.
Why This Feels Deeper Than Just Prices
To understand why this situation hits a nerve, we need to explore what rice and tea represent in Japan.
They’re not just food. They’re national touchstones — embedded in culture, rituals, and identity.
| Item | Daily Role | Emotional Significance |
|---|---|---|
| Rice | Core staple at nearly every meal | “The soul of the Japanese people” |
| Tea | Symbol of hospitality and calm | “A drink of tradition and purity” |
Because of this, their pricing has long been taken for granted. People simply assumed that the government, markets, or “someone” would make sure these staples remained accessible.
Now, that assumption is fading.
Why It Feels Like Someone’s Behind It
Many in Japan have started to sense a pattern — even if they can’t quite prove it.
Here’s why it feels orchestrated:
Vague, Repetitive Explanations
Terms like “growing demand,” “climate pressure,” and “matcha boom” appear everywhere. But they lack clarity or specific data. It’s hard to know who, exactly, benefits.
Quiet Market Consolidation
Big manufacturers are reportedly buying up high-grade leaves in bulk, outpacing small wholesalers and regional shops. This mirrors rice market behavior from 2024.
Softened Narratives
Media and PR materials use language like:
- “Global appreciation for Japanese tradition”
- “Record-breaking matcha exports”
- “Positive growth for regional producers”
These phrases normalize the price shift — but skip over who’s losing access in the process.
Why the Public Doesn’t Push Back
Japan’s social norms play a big role in why people don’t resist.
1. Talking about price feels impolite
There’s a cultural hesitation to “complain” about items like rice and tea. These are viewed as sacred, symbolic, or emotionally important. Putting a price tag on them feels… disrespectful.
2. Change comes gradually
The price increases don’t happen overnight. They rise slowly, quietly — often without much media coverage. People just absorb the cost and move on.
3. Packaging and branding stay the same
Even if the tea inside is cheaper or the rice bag is smaller, the label still says “Shizuoka” or “Uonuma.” This creates a false sense of stability.
What Consumers Can Do
While this is a large, slow-moving structural issue, there are still actions individuals can take.
Explore Alternative Regions
- Kagoshima, Mie, Gifu, and other regions produce excellent green tea.
- These areas may not be affected yet by the high-price ripple.
Use the Furusato Nozei System (Hometown Tax)
This Japanese tax program allows people to “donate” to rural areas and receive local goods like rice and tea in return. It supports producers directly and softens price impact.
Read Between the Lines
Be cautious of phrases like:
- “Reflecting global demand”
- “Elevating Japanese heritage”
- “A sign of premium quality”
These often signal price hikes wrapped in feel-good language.
What Could Be Next?
If rice and tea are already shifting, we may see similar dynamics hit:
- Miso
- Kombu (dried kelp)
- Dashi stock
- Pickles and fermented foods
These are staples with strong emotional weight, cultural significance, and low visibility in pricing discussions — ideal conditions for quiet inflation.
Final Thought
When essential parts of everyday life become quietly expensive, people often stay silent — especially in Japan.
But if rice and tea can shift from “national basics” to “premium luxuries,”
it’s worth asking:
What else is changing while no one’s watching?
🔗 References
- Shizuoka Tea Prices Soar to 4x Previous Year (Shizuoka Shimbun)
- Ito En to Raise Matcha and Green Tea Prices Due to Cost Surge (Reuters Japan)
- Japan’s Heat-Stressed Matcha Production Faces Global Demand Spike (Reuters)
- Small Tea Producers Struggle Amid Rising Costs (Shizuoka Life)
- Supply Chain Pressure in Japan’s Tea Export Boom (MyNavi Agriculture)
