Japan registers 'Japanese tea' for nationwide brand protection

Japan's decision to register 'Japanese tea' under its geographical indication system reflects a strategic response to the global rise in demand for Japanese tea products, particularly matcha. The agriculture ministry cited the need to combat intellectual property infringement by imitation goods as the driving motivation. By granting protection to tea from anywhere in Japan rather than tying it to specific regions—a precedent set only by Japanese sake—the government aims to establish a unified brand identity that can protect the broader category from misuse abroad.

The ¥72.1 billion in green tea exports during 2025 demonstrates the commercial stakes behind this protection effort. Agriculture Minister Norikazu Suzuki's statement that the GI registration 'will give an additional push to the strong exports' underscores the ministry's view that formal intellectual property protection can reinforce Japan's competitive position in global tea markets. The simultaneous registration of two regional products—Hamanako unagi and Kaga renkon—brings the total portfolio of protected agricultural goods to 170, signaling a broader push to build Japan's agricultural brand across multiple categories.