Rediscovering Sencha: Japan’s Everyday Tea, Overshadowed by Matcha but Not Forgotten

In recent years, matcha has surged to prominence, capturing the global spotlight as both a health craze and a cultural symbol. Its brilliant green hue, smooth, frothy surface, and unique flavour profile have drawn fans across the world. Coupled with matcha’s incredible health benefits and connection to Japan’s revered tea ceremony, it’s no wonder that its allure transcends generations and borders. The powdered tea has embedded itself into everything from lattes and desserts to skincare and wellness trends, often positioned as a luxurious, antioxidant-packed elixir. But while matcha’s fame continues to rise, another tea remains quietly steeped in the fabric of Japanese daily life—Sencha, the nation’s everyday tea.

Sencha, the nation's everyday tea

Sencha may not be as widely celebrated outside Japan, but its roots run deep. Unlike matcha, which was historically associated with Zen monks and aristocrats, Sencha emerged as Japan’s tea for the people. Following its development in the 18th century, Sencha became a household staple, prized for its clean flavour, mild sweetness, and accessibility. By the Edo period, it had woven itself into everyday life, offering a warming ritual that matched Japan’s daily rhythms. 

A warming ritual that matched Japan's daily rhythms

It is therefore no surprise that In 2019, Sencha represented 53% of the raw tea production in Japan. This figure may seem low, but it needs to be put into perspective; 53% is the portion of all production, of all harvests combined, including low-grade bancha meant for hojicha and bottled products. If we only consider the spring harvests (first harvest, [jpn.] ichibancha) used for high-grade tea, Sencha represents a larger portion, around 75%, of the production. 

Source: one

Sencha and matcha are both rich in antioxidants, yet their health benefits differ. While both teas stem from the same Camellia Sinensis plant, their production processes lead to distinct nutritional profiles. Matcha is shade-grown, which increases chlorophyll and theanine content, often linked to stress reduction and enhanced focus. Sencha, on the other hand, is sun-grown, resulting in a lighter, brighter flavour and high levels of catechins, potent antioxidants known to support heart health and immune function. Unlike matcha, which is consumed whole as a powder, Sencha is infused, which offers a milder boost of caffeine and a subtler flavour, appealing to those looking for a more refreshing and balanced tea experience.

The simplicity of Sencha's preparation has always been central to its appeal

The simplicity of Sencha’s preparation has always been central to its appeal. Typically, Sencha is prepared by steeping the leaves in hot water for around 30 seconds to a minute, depending on the leaf quality and desired strength. This quick infusion time makes it easy to prepare, ideal for busy mornings or quiet evenings. Traditional preparation involves using water at about 70-80°C, just cool enough to retain the tea’s sweet and grassy notes. Unlike matcha, Sencha doesn’t require special tools or precise whisking techniques, just a teapot and a few moments to enjoy its clear, emerald infusion.

Despite tea's deep cultural roots in Japan, per capita consumption has steadily declined. From a stable rate of around 800 grams per person annually until 2008, tea consumption dropped to just over 600 grams in recent years. This trend is concerning, especially given Japan's shrinking population.

In response, Japan has focused on increasing tea exports, showing promising growth from a mere 1,000 tons in 2005 to around 5,000 tons by 2018. However, stagnation in 2019 raises questions about the sustainability of this progress.

Sources: one & two

Ironically, the accessibility that once made Sencha so popular may now be contributing to its decline. Due to its ubiquity, Sencha is often undervalued, treated more as a basic refreshment than a premium experience. Many restaurants offer it freely, often alongside tap water, with no prominent place on the menu—unlike foreign drinks like coffee, which are often highlighted.

Another factor is the rise of bottled tea, which prioritises convenience over taste and quality. This trend appeals particularly to urbanised, on-the-go lifestyles where quick, portable options are preferred over traditional brewing methods. Additionally, coffee culture, with its focus on customization and variety, has captivated younger generations who see it as a more versatile and trendy choice.

In contrast, Matcha has seen a resurgence, particularly outside of Japan, as it aligns well with trends developed by the coffee culture. Like coffee, Matcha can be crafted into a variety of drinks, from lattes to smoothies, offering the customization and creativity that modern consumers enjoy. Matcha furthermore carries a reputation for health benefits, including antioxidants and calming effects, which have made it increasingly popular among wellness-focused audiences. However, this same momentum has yet to be fully realised for infused loose-leaf teas like Sencha. Although Sencha offers its own unique health advantages and depth of flavour, the market has not yet developed ways to showcase its versatility or to position it as an alternative within the wider tea and coffee culture.

One of the primary goals of Sencha House is to contribute to the rise in appreciation and development of the Matcha world while driving innovation for loose-leaf teas like Sencha, enabling them to meet contemporary demands and become trusted companions in everyday life. To accomplish this, Sencha House plans to launch initiatives that make preparation tools more accessible, expand educational efforts around Japanese green tea through tasting events and classes, and cultivate a deeper cultural appreciation for Sencha. Through collaborations with restaurants, chefs, sommeliers, and bartenders, Sencha House aims to explore and develop innovative ways of serving and enjoying Sencha—such as blended tea cocktails, cold-brew options, unique infusions, and more—that can inspire a broader audience and elevate the appeal of Japanese teas. By reimagining how Sencha is experienced across diverse settings, Sencha House hopes to reinvigorate its place in modern life and introduce it to a new generation of tea enthusiasts.