HARIO Brews a New Strategy with US-Exclusive Ceremonial Matcha

EL SEGUNDO, Calif. & TOKYO – March 25, 2026 – HARIO Co., Ltd., the Japanese company globally renowned for its iconic V60 coffee dripper and precision heatproof glass, has stepped into a new arena. The Tokyo-based manufacturer today announced the launch of HARIO Organic Ceremonial Matcha, its first-ever consumable product, created exclusively for the United States market. This strategic move marks a significant evolution for the century-old brand, extending its identity from a premier equipment maker to a purveyor of the very products its tools are designed to prepare.

The new offering is a high-quality, ceremonial-grade organic powdered green tea, holding the coveted United States Department of Agriculture (USDA) Organic certification. Available starting today on HARIO's global website, the product signals a deliberate and calculated entry into the competitive yet lucrative American beverage scene.

A Strategic Leap from Glass to Green

For decades, HARIO has been a household name among coffee and tea connoisseurs, synonymous with quality craftsmanship and innovative design. Founded in 1921, the company built its empire on heatproof glass, diversifying from laboratory equipment to a wide range of kitchenware. Its V60 dripper, in particular, achieved legendary status, becoming a staple in specialty coffee shops and homes worldwide. This launch, however, represents the company's most ambitious diversification to date: a leap from durable goods into the fast-moving world of consumables.

This pivot is not just about adding a new item to the catalog; it's a fundamental brand extension. By offering its own matcha, HARIO aims to provide a complete, end-to-end “Made-in-Japan” experience for its customers. Consumers who already trust HARIO for their teapots and whisks can now pair them with a tea that carries the same brand promise of quality and authenticity.

“With demand for high‑quality, organic Japanese Matcha growing in the U.S., HARIO aspired to introduce a product that reflects our dedication to quality and precision while meeting the expectations of our U.S. customers,” explained Nobuyasu Shibata, CEO of HARIO USA, Inc., in a statement. “We created HARIO Matcha so customers can enjoy our Matcha tools alongside a truly high‑quality, Made‑in‑Japan Matcha.”

The strategy aims to capture a larger share of the value chain, transforming the company from solely an enabler of the brewing process to a central participant in the entire ritual. This move leverages decades of accumulated brand equity, betting that the trust consumers place in HARIO's glass and ceramic will extend to the green powder inside the tin.

Tapping into the American Matcha Boom

HARIO’s timing is impeccable. The U.S. market for matcha is not just growing; it’s exploding. Driven by a surge in health consciousness and a consumer shift away from sugary drinks, the demand for functional beverages like matcha is at an all-time high. Market analyses project the global matcha market to grow significantly, with North America forecasted to have one of the highest regional growth rates. Projections see the market, valued at over $4 billion in 2023, expanding with a compound annual growth rate of nearly 8% through the end of the decade.

American consumers are increasingly sophisticated, seeking products that are not only healthy but also authentic, transparently sourced, and certified organic. The USDA Organic seal on HARIO's matcha is a critical differentiator in a crowded market, serving as a trusted indicator of purity and adherence to strict agricultural standards. HARIO is entering a field with established players like Ippodo and Marukyu Koyamaen, but it aims to carve out its niche by combining its powerful brand recognition with a competitive price point. At $35.00 for a 30-gram tin, HARIO’s offering is positioned to appeal to discerning consumers who want premium, ceremonial-grade quality without the prohibitive cost associated with some ultra-luxury brands.

The Craftsmanship of Ceremonial Grade

Beyond market strategy, the integrity of the product itself hinges on its quality and origin. HARIO has partnered with the Sugimoto Tea Company, a long-established and highly respected tea producer, to create its signature blend. This collaboration ensures the matcha is not merely branded by HARIO but crafted with generations of Japanese expertise.

The tea leaves are sourced from two of Japan’s most esteemed tea-growing regions: Shizuoka and Kagoshima. Shizuoka, Japan's largest tea producer, is famed for its centuries of innovation and ideal growing conditions near Mount Fuji. Kagoshima, the second-largest producer, leverages its fertile volcanic soil and warm climate to cultivate award-winning teas. This dual-region sourcing allows the tea master at Sugimoto to create a consistent and complex flavor profile.

The blend itself is a meticulous combination of well-known Japanese green tea varietals, including Asanoka, Yutakamidori, Yabukita, and Saemidori. Each is chosen for a specific characteristic—balanced flavor, smooth character, or naturally vibrant color. Harvested primarily in the spring to capture peak freshness and nutrient density, the leaves are processed to create a fine powder with a luminous green hue. The resulting product is what the U.S. market has come to define as “ceremonial grade”: a matcha with a rich, rounded umami flavor that is naturally sweet with minimal bitterness, making it ideal for traditional preparation.

This dedication to craft is further validated by the reputation of Sugimoto Tea Company, which holds international food safety certifications (FSSC22000) and was one of the first to bring certified organic matcha to the United States. Their expertise provides the foundational authenticity for HARIO's new venture.

A Complete Matcha Experience

The ultimate goal of HARIO's new product is to deliver a superior and accessible matcha experience. The flavor profile is described as smooth and mellow, designed to be enjoyed in its purest form as usucha—the thin, frothy style of tea common in Japanese tea ceremonies. However, the company also acknowledges modern tastes, noting its suitability for popular preparations like matcha lattes.

By launching its own organic ceremonial matcha, HARIO has effectively closed the loop. The brand that perfected the tools for brewing is now providing the essential ingredient, offering a holistic and trusted solution for tea lovers. For the American consumer, this means a new, reliable path to enjoying an authentic Japanese tea ritual, guided by a name they have trusted for years. This launch is more than just a new product; it is the culmination of a brand's journey, inviting customers to not only use a HARIO product but to taste the quality it represents.