Boseong Matcha Kicks Off the "Second Renaissance of Boseong Tea"

Boseong Accelerates Toward a "Second Renaissance" as Global Matcha Craze Drives New Growth
Modernization and Innovation Boost Productivity in Korea’s Leading Tea-Producing Region
Rising Domestic and International Demand Results in Unprecedented Tea Shortages

As the global matcha craze continues to spread, particularly within the premium food and wellness markets, Korea's tea industry is encountering new opportunities for growth. Against this backdrop, Boseong, known as Korea’s green tea capital, is making a full-fledged leap toward the "Second Renaissance of Boseong Tea."

Boseong County, which accounts for 34% of the nation’s tea production, is the largest tea-producing region in Korea. This year, it is investing a record 8 billion won to modernize tea cultivation environments.

A view of Boseong matcha products sold at the Botjae "Greendahyang" cafe in Boseong County. Provided by Boseong County

The county is enhancing its competitiveness by advancing and standardizing the entire production process, including the establishment of smart cultivation management systems, development of flatland tea plantations, expansion of mechanized harvesting, and the addition of HACCP-based processing facilities. Furthermore, it has expanded the area certified for international organic standards (Europe and the United States) to 80 hectares, establishing a system that meets high-quality and eco-friendly standards.

Despite the challenges of an aging population and labor shortages faced by Korea’s agricultural sector, Boseong County’s technological innovations have led to increased productivity. The yield per unit area rose from 100.3 kg in 2014 to 127.8 kg in 2024, marking an increase of about 27% and securing a sustainable production base.

Driven by rising global demand for matcha, the export volume of Boseong tea has been increasing in recent years, and the overall trend remains upward despite market fluctuations. Notably, the international credibility of Boseong tea was reaffirmed when it was officially served as a dessert at the banquet for the "2025 APEC Korea-China Summit" held in Gyeongju on November 1.

Domestic demand for Boseong tea products is also rising rapidly. Boseong County has strengthened its domestic market base and established a stable distribution network by expanding non-face-to-face sales through online platforms (such as Boseong Mall and Korea Post Shopping), participating in national expos, and operating direct transaction markets.

As this expansion of distribution channels coincides with increased demand for matcha, the domestic market is experiencing a surge in sales not only of matcha but of green tea products overall, to the extent that supply can no longer keep up with demand.

According to the Boseong Green Tea Processing and Distribution Center, over the past five years, an average of about 130 tons of tea leaves have been purchased annually, with approximately 80% sold and the remainder kept as inventory. However, this year, all 246 tons purchased were sold immediately or contracted for sale, and all leftover inventory from the previous year was also sold out. Industry insiders are even describing the situation as a "tea shortage crisis."

Seo Sanggyun, head of the Boseong Tea Producers Cooperative, stated, "This year, tea sales were so strong that there was no inventory left in the cooperative’s warehouse. Demand for tea, including matcha, is increasing much faster than expected, and the market is so heated that shortages are occurring in various places."

This content was produced with the assistance of AI translation services.