Nana's Green Tea accelerates overseas expansion, opens flagship store in North America

“nana’s green tea”, which is celebrating its 25th anniversary, is accelerating its overseas expansion. This is a matcha cafe chain that originated in Japan and sells drinks and sweets made with matcha and hojicha, rice bowls, and dashi chazuke, and is popular among women.

The first store opened in Jiyugaoka, Tokyo in 2001, and currently has 63 stores in Japan. Overseas, the number of stores has increased to 20, and in addition to Singapore, Taiwan, Hong Kong, and Australia, they are also expanding to North America (as of the end of August 2026). In recent years, the company has been actively increasing the number of overseas stores, and total sales at overseas stores are expected to increase by approximately 71% from the previous year in FY2024 and by approximately 16% in FY2025.

In May 2026, we will open a Pasadena store in Los Angeles as our first directly managed flagship store in North America. On the first day, there were lines waiting for up to two hours, and the signature products, matcha lattes and parfaits, sold well.

According to Indian research firm Strait Research, the global matcha market size is expected to reach $4.53 billion (approximately 710 billion yen) in 2025, and grow to $8.41 billion (approximately 1.33 trillion yen) in 2034. North America led the market with a 37.2% share in 2025. Locally, it is popular as a type of ``superfood.''

We asked Kazuto Kutami, president of Nanaba (Meguro-ku, Tokyo), which operates Nana's Green Tea, about Nana's Green Tea's differentiation strategy and the chances of success in expanding overseas.