When to Buy Matcha?

A simple guide to Japan’s matcha season and the timing of “shincha” (first-flush tea)

For: JJ Market
Reading time: ~6–8 minutes
Great for: tea lovers, café buyers, and anyone planning seasonal promotions

TL;DR

  • Shincha means the first flush of the year—leaf teas (sencha, gyokuro, etc.) harvested mainly late April–June depending on region.

  • Matcha is ground from tencha (shade-grown leaves). Premium, first-flush tencha is usually picked in May, then often rested/aged over summer and ground later. Many top ceremonial matchas are released in early autumn (“kuradashi”) when their umami peaks.

  • If you love fresh leaf character, buy shincha in May–June. If you love silky, deep umami matcha, watch for autumn releases—though excellent ceremonial matcha is enjoyable year-round when stored well.

Matcha vs. Shincha—what’s the difference?

  • Shincha (新茶) = literally “new tea”: the first harvest of the year. It typically refers to leaf teas (especially sencha), prized for vivid aroma and brisk, sweet-green flavors.

  • Matcha (抹茶) = a stone-ground powder made from tencha, which is produced by shading tea bushes for ~20–30 days, then steaming, drying, and de-stalking the leaves before grinding. The shading boosts L-theanine and chlorophyll, creating matcha’s signature sweetness, umami, and intense color.

In short: All matcha begins as tencha; shincha describes the timing of the first flush. Some brands market “shincha matcha,” but traditionally, top matcha benefits from a short rest before grinding for maximum roundness and depth.

The Japanese tea year at a glance

Key seasonal marker: Hachijūhachiya (八十八夜)

  • The “88th Night” falls around May 1–2 each year (88 days after Risshun, the start of spring). It’s considered a lucky day for picking, and many regions begin first-flush harvests around this time.

Shincha (leaf teas) timing by region (typical window)

  • Kagoshima & Southern Kyushu: late April – early May

  • Shizuoka: early – mid May

  • Uji (Kyoto), Nara, Mie: mid – late May

  • Sayama (Saitama), Northern regions: late May – June

Weather, elevation, and cultivar shift dates earlier or later each year, but this is a reliable guide.

Matcha (tencha → matcha) timeline

  1. Shading: mid–late April (about 20–30 days under tana or kabuse canopies).

  2. Harvest of first flush tencha: mainly May.

  3. Resting/aging: many producers rest new-crop tencha through the humid summer to allow flavors to knit and harsh edges to mellow.

  4. Grinding & release: late summer to autumn; some of the most sought-after ceremonial matcha drops in September–November (kuradashi, “first opening” of the storehouses).

Should you wait for “new-crop matcha”?

It depends on the style you enjoy:

  • Right after harvest (early summer): some mills begin grinding fresh-crop tencha. Expect bright aromatics and a slightly more vivid, grassy edge.

  • Autumn kuradashi: rested tencha often yields matcha that’s rounder, deeper in umami, and silkier—ideal for koicha (thick tea) and refined usucha.

Good news: Premium ceremonial matcha remains outstanding year-round if it’s freshly milled, airtight-packed, and kept cold. Buy from trusted merchants who maintain a cold chain and rotate stock (hi! 👋).

Month-by-month buying guide

  • January–February: Cozy latte season. Peak lots from autumn still shine if stored cold.

  • March–April: Pre-order shincha sencha and keep an eye on first-flush tencha plans.

  • May–June: Shincha leaf lands. Tencha is being picked; truly great ceremonial matcha may not be at its best yet if rushed to grind.

  • July–August: Iced matcha bliss. Early new-crop matcha appears; look for smoothness + lively aroma.

  • September–November (kuradashi): Flagship ceremonial matcha often releases now—lush umami, velvety body.

  • December: Gifting season—fresh batches, limited editions, and tasting sets are perfect presents.

What makes first-flush matcha special?

  • Ichibancha (一番茶) = first harvest. The bushes have stored nutrients over winter, giving higher amino acids (hello, L-theanine) and sweeter umami.

  • Cultivars matter: names like Samidori, Asahi, Uji-hikari, Okumidori, Saemidori each balance color, umami, and aroma differently.

  • Shading quality & duration: longer, careful shading typically means sweeter, deeper matcha.

  • Milling: Traditional granite stone mills keep temperatures low to protect aroma and mouthfeel.

How to choose—quick checklist

  1. Use case:

    • Ceremonial (straight whisking): choose first-flush, shade-grown, single-origin options with vivid green and chocolate-like creaminess.

    • Culinary (lattes, baking): a balanced culinary grade (often later harvests or different leaf grades) gives body and color without overspending.

  2. Color: look for luminous, saturated green; dull olive can indicate age or lower leaf grade.

  3. Texture: silky, talc-fine powder sifts easily; gritty matcha won’t foam well.

  4. Freshness & packing: nitrogen-flushed, light-proof, cold-stored packs preserve aroma.

  5. Origin & maker: Uji, Nishio, Yame, Kagoshima, Shizuoka—all produce excellent matcha, but craft and storage are decisive.

Brew like a pro (quick ratios)

Usucha (薄茶) – light, frothy matcha

  • 2 g (about 1 heaping teaspoon)

  • 60–70 ml water at 70–80 °C

  • Sift, then whisk in a zig-zag (M-motion) ~15–20 seconds until glossy foam forms.

Koicha (濃茶) – thick, luxurious matcha

  • 3–4 g (1.5–2 tsp)

  • 30–40 ml water at 70–80 °C

  • Fold slowly (no big bubbles). Choose top ceremonial lots.

Iced matcha (no bitterness!)

  • 2 g matcha + 60 ml cool filtered water → whisk smooth

  • Add ice + 90–120 ml water (or milk) to taste.

Storage & shelf life (crucial!)

  • Unopened: keep refrigerated (or frozen for long storage). Let the pouch warm to room temperature before opening to avoid condensation.

  • Opened: expel air, seal tightly, and use within 4–8 weeks for peak flavor.

  • Light, oxygen, heat, and humidity are matcha’s enemies—protect against all four.

FAQs

Is “shincha matcha” a real thing?
Some producers release freshly milled first-flush matcha soon after harvest and label it as such. It can be wonderfully aromatic. Traditionally, however, many top houses prefer kuradashi (autumn releases) because brief aging smooths the profile.

Why does matcha sometimes taste different year to year?
Tea is an agricultural product. Weather, shading, harvest timing, and cultivar all influence the cup—part of the joy of following seasons.

When is the best time to buy?

  • Shincha leaf teas: May–June.

  • Top ceremonial matcha: early autumn is a sweet spot—but with proper storage and frequent milling, great matcha is delicious all year.

Shop seasonal picks at JJ Market

  • Ceremonial Matcha (First-Flush) – velvety, umami-rich lots ideal for usucha and koicha.

  • Culinary Matcha – bold, vibrant for lattes and baking.

  • Shincha Sencha & Gyokuro – limited first-flush releases in spring.

  • Tasting Sets & Gifts – compare regions, cultivars, and roast styles.

Looking for guidance? Tell us how you plan to drink your tea (straight, latte, iced, dessert), and we’ll recommend a perfect match.

Back to blog
author