Matcha samples and products on exhibit at the provincial tea industry meeting in Hangzhou's Yuhang district on Oct 26. [Photo/Tide News]

Zhejiang province is stepping up efforts to transform its matcha industry from the world's largest production base into a global center for premium matcha, with new policy measures and quality standards announced at a provincial tea industry meeting on Oct 26 in Hangzhou's Yuhang district.

The province's Bureau of Agriculture and Rural Affairs and Department of Economy and Information Technology jointly issued 10 measures to support the development of high-quality matcha. The Zhejiang Tea Society also released a group standard establishing four quality grades: premium, special grade, first grade, and second grade.

Yuhang, which promotes itself as the birthplace of the world's matcha culture, is attracting established and emerging brands. A local company has developed an AI-powered matcha machine that recreates the traditional Song Dynasty (960-1127) tea-whisking method, cutting preparation time from eight minutes to two.

Zhejiang processed 8,851 metric tons of matcha in 2025, up 50.3 percent year-on-year, generating an annual output value of 1.1 billion yuan ($164.95 million). China produces about 70 percent of the world's matcha, and Zhejiang accounts for roughly 60 percent of China's total.

The new measures aim to strengthen production, processing, marketing, and industrial integration, focusing on premium and organic matcha, technological innovation, and brand development.

By 2030, Zhejiang aims to expand matcha cultivation to 30,000 hectares, operate more than 300 production lines, and achieve a total industry value exceeding 10 billion yuan.