Sparked by the global popularity of Japanese anime, manga, and historical dramas set in the Sengoku period, interest in Washoku (Japanese cuisine) and traditional Japanese culture has been increasing. More international visitors are not only visiting major cities but are also seeking unique local foods and experiences available only in specific regions. This has led to the growing popularity of gastronomy tourism among visitors to Japan.

Since Washoku was registered as a UNESCO Intangible Cultural Heritage, it has attracted worldwide attention. In recent years, matcha, which embodies Japan’s distinctive aesthetic sense of wabi-sabi or beauty in imperfection, has become a global phenomenon. Matcha has transcended its role as a simple beverage to become a cultural icon of Japan. Its vivid green color, which looks striking on social media, has made matcha lattes and sweets especially popular among younger generations of people.