Matcha has become ubiquitous nowadays. It can be found in traditional tea ceremonies, bread and pastries, matcha drinks in coffee shops, and even daily skincare products. With an extensive range of applications and constant innovation, overseas consumers are gradually incorporating matcha into their daily lives. By participating in TUTTOFOOD 2026, YZB introduces premium matcha to the West, serving as a wonderful cultural bridge connecting the East and the West.
In recent years, global market demand for Japanese matcha powder has skyrocketed alongside rapid consumption growth. Imbalanced supply and demand have driven prices steadily higher, sparking a worldwide boom for this "green gold".
The global matcha frenzy shows no signs of slowing down, and the uptrend in both price and consumption is unlikely to reverse in the short term. This vibrant green powder carries profound Eastern cultural heritage and reflects shifting global consumption trends. Matcha’s popularity has climbed steadily over the past decade, with explosive growth seen especially in the last two to three years.
Against this backdrop, YZB will unveil its new-concept matcha drinks at TUTTOFOOD Milano 2026. Crafted for easy enjoyment anytime, our beverages preserve the authentic, refreshing, and sweet aftertaste of Shizuoka matcha.
To cater to diverse taste preferences, we have developed three creative flavors — lemon, peach, and strawberry — alongside the classic original matcha. Breaking the monotony of traditional matcha drinks, our lineup offers options for every palate. Each sip delivers a perfect fusion of rich fruit aroma and elegant tea notes, fulfilling multi-layered taste expectations.
We sincerely welcome you to visit our booth for in-person communication, and explore potential partnership opportunities together.