{"id":220,"date":"2026-05-17T14:05:49","date_gmt":"2026-05-17T14:05:49","guid":{"rendered":"https:\/\/th.oriensconsulting.com\/?p=220"},"modified":"2026-05-22T06:02:14","modified_gmt":"2026-05-22T06:02:14","slug":"guitea-the-chinese-matcha-giant-riding-the-global-tea-wave","status":"publish","type":"post","link":"https:\/\/th.oriensconsulting.com\/index.php\/2026\/05\/17\/guitea-the-chinese-matcha-giant-riding-the-global-tea-wave\/","title":{"rendered":"GuiTea: The Chinese Matcha Giant Riding the Global Tea Wave"},"content":{"rendered":"\n

At ICBS Kuala Lumpur, GuiTea emerged as a major player in the booming global matcha market. Founded in China\u2019s Guizhou province, the company is now the world\u2019s second-largest matcha producer, manufacturing 4,000 metric tons annually. By combining scale, certifications, and competitive pricing, GuiTea is positioning itself as a key supplier for caf\u00e9s, beverage brands, and hospitality operators worldwide amid the growing global \u201cmatcha fever.\u201d<\/em><\/p>\n\n\n\n

At the International Caf\u00e9 & Beverage Show (ICBS) in Kuala Lumpur, one company stood out as a powerful example of how rapidly the global matcha market is evolving. GuiTea, one of the world\u2019s largest matcha producers, is quietly becoming a major force behind the international matcha boom \u2014 and proving that premium matcha is no longer exclusively Japanese.<\/p>\n\n\n\n

During the exhibition, T Hospitality met Jor Tiong, Sales Manager of GuiTea, who shared the remarkable story behind the Chinese tea giant and its growing international ambitions.<\/p>\n\n\n\n

Founded in China\u2019s Guizhou province, GuiTea has been producing matcha since the 1970s and today positions itself as the second-largest matcha producer in the world, following Japan\u2019s iconic Aiya. While Japanese matcha continues to dominate the premium ceremonial segment, GuiTea has developed a different strategy: scale, consistency, certification, and competitive pricing for global beverage and food manufacturers.<\/p>\n\n\n\n

The company\u2019s strength lies in its complete vertical integration. GuiTea controls the entire process \u2014 from tea cultivation and harvesting to processing, packaging, commercialization, and export.  GuiTea Group currently manages approximately 9,300 hectares of ecological tea gardens that fully comply with strict EU standards. In addition, the company has developed around 5,333 hectares dedicated exclusively to matcha cultivation, all operated under EU-compliant agricultural practices from the beginning.<\/p>\n\n\n\n

According to the company, tea plants are cultivated under carefully controlled conditions and tested against more than 500 EU pesticide residue indicators. Modern, science-based farming methods are used throughout production to ensure quality, traceability, and consistency.<\/p>\n\n\n\n

The company also emphasizes its commitment to clean and sustainable agriculture. Across all GuiTea plantations, the use of chemical pesticides, herbicides, and artificial growth stimulants is strictly prohibited.<\/p>\n\n\n\n

This level of operational control allows the company to maintain consistency at industrial scale while responding quickly to international demand.<\/p>\n\n\n\n

According to the company, GuiTea produces approximately 4,000 metric tons of matcha annually, an extraordinary figure that reflects the explosive growth of the category worldwide.<\/p>\n\n\n\n

The company has been exporting globally for years and holds major international certifications, including USDA Organic certification for the United States market. Today, its products reach beverage brands, caf\u00e9 chains, food manufacturers, and hospitality operators across multiple continents.<\/p>\n\n\n\n

What is particularly interesting is GuiTea\u2019s positioning within the increasingly competitive matcha market. Rather than directly competing with Japanese ceremonial matcha producers, the company openly acknowledges the cultural and artisanal differences between Chinese and Japanese production traditions.<\/p>\n\n\n\n

\u201cJapanese matcha production is more family-focused and their process is different,\u201d explained Tiong during the exhibition. \u201cWe do not want to compare ourselves directly.\u201d<\/p>\n\n\n\n

Instead, GuiTea positions itself as a high-quality yet price-accessible alternative, particularly attractive for manufacturers producing matcha blends, desserts, ready-to-drink beverages, ice creams, bakery items, and caf\u00e9 beverages.<\/p>\n\n\n\n

This strategy comes at a perfect moment for the market.<\/p>\n\n\n\n

Over the past three years, matcha has evolved from a niche wellness product into a global beverage phenomenon. The \u201cmatcha fever,\u201d as many exhibitors at ICBS described it, has dramatically accelerated global demand \u2014 and companies like GuiTea are among the biggest beneficiaries.<\/p>\n\n\n\n

Beyond caf\u00e9s, hospitality groups are now experimenting with matcha cocktails, matcha pastries, wellness menus, luxury afternoon teas, and functional beverage concepts. Matcha\u2019s versatility, combined with its strong visual identity and perceived health benefits, has made it one of the most commercially dynamic ingredients in the beverage sector today.<\/p>\n\n\n\n

GuiTea\u2019s international platform, showcased through its global website and export strategy, reflects this transformation. The company is no longer simply selling tea; it is positioning itself as a scalable partner for modern beverage innovation.<\/p>\n\n\n\n

The matcha market may still carry a strong artisanal image \u2014 but behind the scenes, global scale is already reshaping the value chain.<\/p>\n","protected":false},"excerpt":{"rendered":"

At ICBS Kuala Lumpur, GuiTea emerged as a major player in the booming global matcha market. Founded in China\u2019s Guizhou province, the company is now the world\u2019s second-largest matcha producer, manufacturing 4,000 metric tons annually. By combining scale, certifications, and competitive pricing, GuiTea is positioning itself as a key supplier for caf\u00e9s, beverage brands, and […]<\/p>\n","protected":false},"author":1,"featured_media":249,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[16],"tags":[17],"class_list":["post-220","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-supplies","tag-featured"],"acf":[],"jetpack_featured_media_url":"https:\/\/th.oriensconsulting.com\/wp-content\/uploads\/2026\/05\/gui_tea1.webp","_links":{"self":[{"href":"https:\/\/th.oriensconsulting.com\/index.php\/wp-json\/wp\/v2\/posts\/220","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/th.oriensconsulting.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/th.oriensconsulting.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/th.oriensconsulting.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/th.oriensconsulting.com\/index.php\/wp-json\/wp\/v2\/comments?post=220"}],"version-history":[{"count":1,"href":"https:\/\/th.oriensconsulting.com\/index.php\/wp-json\/wp\/v2\/posts\/220\/revisions"}],"predecessor-version":[{"id":221,"href":"https:\/\/th.oriensconsulting.com\/index.php\/wp-json\/wp\/v2\/posts\/220\/revisions\/221"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/th.oriensconsulting.com\/index.php\/wp-json\/wp\/v2\/media\/249"}],"wp:attachment":[{"href":"https:\/\/th.oriensconsulting.com\/index.php\/wp-json\/wp\/v2\/media?parent=220"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/th.oriensconsulting.com\/index.php\/wp-json\/wp\/v2\/categories?post=220"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/th.oriensconsulting.com\/index.php\/wp-json\/wp\/v2\/tags?post=220"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}