Vietnam is one of the world’s major green tea exporters, ranking among the top five globally in export volume. However, much of its tea is still exported as raw or minimally processed material, limiting its economic value. Developing high-quality matcha powder from local tea leaves offers an opportunity to increase export revenue, strengthen Vietnam’s tea industry, and reach international consumers.
The potential of matcha powder from Vietnam green tea leaves lies not only in the country’s abundant tea resources but also in the growing global demand for premium tea products.
The current situation of Vietnam’s green tea exports
Vietnam has established a strong position in the global tea market thanks to its favorable climate, extensive growing areas, and long-standing tea cultivation experience. According to Vietnam News (2024), the country exported more than 108,000 tons of tea during the first nine months of 2024, generating approximately USD 189 million.
The current status of Vietnamese green tea and matcha in the global market
Despite these impressive figures, most Vietnamese tea exports remain in raw or semi-processed forms. This limits the added value earned by domestic producers, while international buyers often generate higher profits through further processing, packaging, and branding.
Depending heavily on raw tea exports also exposes Vietnamese businesses to international price fluctuations and increasing competition. Meanwhile, limited investment in advanced processing means the country has not fully utilized opportunities to develop premium products.
As global consumers increasingly seek convenient, high-quality, and value-added agricultural products, Vietnam needs to move beyond volume-based exports and focus more on processing and product innovation.
Matcha powder: A new opportunity for Vietnam’s tea industry
One promising direction is producing Vietnam matcha powder from carefully selected green tea leaves. This approach could help address the limitations of raw tea exports while creating products with greater commercial value.
Matcha production involves several carefully controlled stages, including tea variety selection, cultivation, harvesting, steaming, drying, and fine grinding. In traditional production, tea plants may be shaded before harvesting to influence the leaves’ color and flavor. The finished powder requires appropriate processing technology to maintain its characteristic appearance, aroma, and quality.
Matcha is also valued for its natural compounds, including catechins, EGCG, and L-theanine. These components contribute to its popularity among consumers interested in green tea and plant-based beverages.
Beyond traditional tea preparation, matcha powder has a wide range of applications in modern food and beverage production, including:
- Matcha lattes, smoothies, and ready-to-drink beverages.
- Cakes, cookies, chocolates, and other confectionery products.
- Ice cream, desserts, and bakery ingredients.
- Food products and selected cosmetic formulations.
This versatility allows Vietnamese matcha powder producers to reach different customer groups, from individual consumers to international food manufacturers.
The export potential of Matcha powder from Vietnam green tea leaves
The global interest in matcha creates opportunities for Vietnam to participate more actively in the premium tea market. According to Fact.MR (2024), the global matcha market is projected to approach USD 7 billion by 2033, with an annual growth rate of nearly 10%.
The potential of matcha powder from Vietnam green tea leaves
These market trends highlight the potential of matcha powder from Vietnam green tea leaves as a value-added export product.
Several benefits could come from developing this industry:
- Higher export value: Processing green tea into matcha can generate greater economic value than exporting raw leaves alone.
- Broader market applications: Matcha serves multiple industries, particularly beverages, bakery products, confectionery, and food manufacturing.
- More employment opportunities: Developing processing facilities can create jobs in cultivation, manufacturing, quality control, packaging, and distribution.
- Stronger Vietnamese tea branding: High-quality matcha exports can help introduce Vietnamese tea resources to international buyers and improve the country’s reputation as a supplier of processed tea products.
However, these opportunities require careful planning. Vietnam must compete with established matcha-producing countries, particularly Japan, which has a long history of matcha cultivation, processing, and branding.
We invite you to learn more: Matcha powder production process
Challenges in developing Vietnamese Matcha production
Although the potential of matcha powder from Vietnam green tea leaves is considerable, producing competitive matcha requires more than an abundant supply of raw tea.
First, the quality of fresh tea leaves is essential. Producers need suitable tea varieties, controlled cultivation practices, and reliable harvesting methods. Depending on the target market, raw materials may also need to meet strict requirements for pesticide residues, food safety, and traceability.
Second, processing technology plays an important role. Steaming, drying, grinding, and packaging must be carefully managed to preserve the product’s quality. Modern equipment and skilled workers are necessary to maintain consistency between production batches.
Another challenge is international competition. Vietnamese businesses need effective branding, product development, and marketing strategies to distinguish their matcha from established alternatives.
To address these issues, investment in research, technology transfer, workforce training, and quality management is essential. Cooperation between tea growers, processors, exporters, and government organizations can also support the long-term development of the industry.
Get more information: How to start a tea wholesale business
Nang Mai – Exporting Matcha powder and Vietnamese green tea
Nang Mai is a Vietnamese tea wholesale and export company focusing on connecting local tea products with international markets. Its product orientation includes matcha powder and Vietnamese green tea, serving the needs of overseas importers, distributors, and businesses in the food and beverage industry.
Exporter of Vietnamese green tea and matcha powder
For international buyers seeking Vietnamese tea supplies, Nang Mai can discuss product specifications based on intended applications, order quantities, and destination markets. This approach helps partners identify suitable tea products for their business requirements.
As demand for processed tea products continues to develop, the potential of matcha powder from Vietnam green tea leaves represents an important opportunity to increase the value of Vietnamese agricultural exports.
Moving from raw tea exports toward higher-value products will require investment, technical improvements, and consistent quality standards. With suitable development strategies and stronger international trade connections, Vietnam can gradually strengthen its position in the global matcha and green tea market.
