# How do I choose matcha powder in Japan? Uji matcha, usucha vs. koicha, and which to buy for lattes and baking?

> Choose by use: for whisking your own tea, buy matcha labeled for usucha (thin tea) from a long-established shop, about 864–2,000 yen for 20g; koicha (thick tea) grades cost more, about 3,000–5,400 yen for 20g, and most people don't need them. For lattes and desserts, an entry-level or culinary grade is enough, such as about 3,200 yen for 100g. Unopened shelf life is mostly 4–8 months and matcha oxidizes and changes color quickly once opened, so buy small 20–40g tins; prices are tax-inclusive from each shop's official website as of October 2026.

- Page: https://bestjapanbuy.com/en/q/matcha-buying-guide/
- Updated: 2026-10-23

## Choose by use first

| Use | What to buy | Reference price (tax incl., as of October 2026) |
| --- | --- | --- |
| Whisking tea for yourself | Usucha matcha | Ippodo Hatsu-mukashi 20g 864 yen; Itohkyuemon Uji Midori 20g 1,944 yen |
| Tea ceremony practice, gifts for tea lovers | Koicha matcha | Ippodo Unmon-no-mukashi 20g 5,400 yen; Kanbayashi Shunsho Sobo-mukashi 20g 3,024 yen |
| Matcha lattes | Entry-level usucha, or sweetened latte powder | Gion Tsujiri Matcha Latte 180g 1,458 yen |
| Baking, desserts | Culinary/value grade (料理用/お徳用) | Itohkyuemon Otokuyo Matcha 100g 3,218 yen |
| Everyday brewed tea | Hojicha, sencha, or gyokuro leaves | Hojicha 60–100g about 864–1,620 yen |

## What are usucha and koicha?

These are two ways of preparing tea in the tea ceremony, not two kinds of tea. According to Ippodo, usucha uses about 2g per serving and koicha about 4g, so 20g makes roughly 10 servings of usucha or 5 of koicha. Koicha calls for high-grade matcha with little bitterness and plenty of sweetness, and it costs much more. Itohkyuemon ranks its matcha from "usucha for beginners" up to the top "koicha" grade, ranging from 1,944 yen to 10,800 yen for 20g.

Traditional shops often use "○○の白" (shiro) for usucha and "○○の昔" (mukashi) for koicha, but this is only a naming custom. Ippodo's "Hatsu-mukashi," for example, is for usucha, so check the intended use on the product page.

## Uji and origin

"Uji matcha" usually means tea from the southern part of Kyoto Prefecture. Some of the product pages we list from Itohkyuemon, Fukujuen, and Gion Tsujiri state Uji or Kyoto origin, while Ippodo and Kanbayashi Shunsho pages say only "domestic" or give no specific origin, so this site marks them "not stated." Origin is just a reference; within the same shop, moving up in price generally gets you a sweeter, less astringent taste.

## Storage and shelf life

- Unopened shelf life: Itohkyuemon matcha about 120 days, Ippodo about 180 days, Fukujuen about 240 days (per each official website).
- Once opened, matcha oxidizes on contact with air, turning yellowish and losing aroma, and it easily absorbs moisture and odors. Buying small tins you can finish in about a month is the better deal.
- Store sealed in a cool, dark place. If you keep it in the fridge, let the tin come to room temperature before opening to avoid condensation.

## When buying

Demand for matcha has been high in recent years. Matcha from traditional shops such as Gion Tsujiri often shows as sold out on their official websites, and Ippodo has also announced changes to sizes and prices. If you want a specific product, check stock on the official website before you leave. You can also try the main shops in Kyoto or the basement food floors of Tokyo department stores. Matcha powder is ordinary food; check your own country's customs rules before taking it home (for mainland China's rules, see [Can I take Japanese food into mainland China?](/en/q/japan-food-china-customs/)).

## Sources

- [Ippodo Tea official site (雲門の昔)](https://www.ippodo-tea.co.jp/products/matcha5010131)
- [Itohkyuemon official site: matcha list](https://www.itohkyuemon.co.jp/c/category/ujicha/matcha)
- [Gion Tsujiri official online shop (建久の白)](https://shop.giontsujiri.co.jp/products/21222)
- [Fukujuen official online shop (石臼挽き抹茶 白)](https://www.fukujuen.com/shop/g/g0513835/)

> Data from BestJapanBuy (bestjapanbuy.com). Please credit and link to the page when using it. Prices are for reference only; check in store.
> Translated with AI; the Chinese version is authoritative.