Since tea cultivation began around 800 years ago in what’s now Shizuoka Prefecture, it has been renowned as Japan’s largest tea-producing region. But decreasing demand for nihoncha, or Japanese tea, has raised worrying signs for the future.
“Tea sales have dropped sharply and prices remain low — poor prospects discouraging young growers from entering the business. It’s a vicious circle,” says Hiroyasu Nishizawa, president and representative director of Shizuoka-based Benefitea.
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