Niihara Seicha Wins Record-High Bid of 47,100 JPY/kg at Tencha Auction, Achieving Triple Crown in Kagoshima Tea Market

Niihara Seicha Co., Ltd. (Headquarters: Nan-ei, Kagoshima City, Kagoshima Prefecture) successfully bid for tencha, the raw material for matcha, at a record price of 47,100 JPY per kg at the Kagoshima Tea Market auction held on May 14, 2026. The Kagoshima Tea Market is known for having the highest transaction volume in Japan, and interest in tencha trading has been rising due to the global demand for matcha. Niihara Seicha achieved the No. 1 transaction value in the general auction in April 2026, when high-quality tea leaves are gathered, and also recorded the No. 1 transaction value at the 2026 new tea opening auction. Combined with this record-high bid, the company has achieved a 'triple crown' in tea trading. While global demand for matcha is increasing, the Japanese tea industry faces challenges such as an aging population of producers, rising material costs, and increasing raw material prices. Under these circumstances, the company believes that by purchasing high-quality tea leaves at fair prices based on the philosophy of 'creating an environment where producers can focus on tea making,' they can contribute to the future of Kagoshima tea. They also believe that such efforts will support sustainable tea production across the industry and lead to the enhancement of the Kagoshima tea brand and, by extension, the value of Japanese tea as a whole. The company will continue to promote the charm and value of Kagoshima tea both domestically and internationally. The tencha purchased will be commercialized and sold at 'Susumuya Chaten,' operated by the affiliated company Susumu Shoten Co., Ltd., starting around winter.