The Matcha Brown Tea Craze in Japan Is Here – A Roundup of Popular Convenience Store Items

Text & Photos by /MATCHA

A matcha brown tea (bancha roasted tea) craze has recently swept through Japan, with many convenience stores launching a variety of matcha brown tea products. From chocolates and ice creams to lattes, you can find matcha brown tea everywhere these days. This Matcha reporter has rounded up 5 delicious sweet treats available at convenience stores that let you enjoy the rich taste of brown tea. Don’t miss out on this popular trend!

“Matcha brown tea” refers to green tea leaves that are roasted to remove bitterness and astringency, resulting in a refreshing brew that’s easy on the stomach. Japan is currently experiencing a major matcha brown tea craze, with many convenience stores offering related products. From chocolates and ice creams to lattes, matcha brown tea is everywhere. This time, Matcha has put together a list of 5 brown tea desserts you can easily pick up at convenience stores. Don’t miss this hot new trend!

ITO EN “Matcha Brown Tea Latte”

When it comes to matcha brown tea, the first brand that comes to mind is undoubtedly the classic ITO EN. Their “Matcha Brown Tea Latte” (ほうじ茶ラテ), a product launched in collaboration with Japan’s 7-Eleven, has captivated many with its eye-catching packaging and has become a hot topic on Twitter. The perfect balance of tea and milk flavors, without being overly sweet, makes it an incredibly smooth and enjoyable drink.

Where to buy: Japan 7-Eleven convenience stores
Price: 134 yen (tax included)

Häagen-Dazs “Matcha Brown Tea Flavor”

Häagen-Dazs has also jumped on the matcha brown tea bandwagon with their new “Matcha Brown Tea Latte” (ほうじ茶ラテ) flavor ice cream. Made using two different types of matcha brown tea — one with a richer creamy taste and the other with a stronger tea flavor — the deep milkiness lingers on your palate, offering endless layers of flavor. The beautiful spiral pattern of the two flavors adds a touch of elegance and sophistication to Häagen-Dazs ice cream.

Where to buy: Various convenience stores
Price: 287 yen (tax included)

Matcha Brown Tea Chestnut Japanese-style Sundae

Just the look of Japan 7-Eleven’s “Matcha Brown Tea Chestnut Japanese-style Sundae” (栗とほうじ茶の和ぱふぇ) is enough to make your mouth water. It features whipped cream made from chestnuts — a fall favorite — paired with matcha brown tea pudding and kuromitsu agar. Topped with chewy white mochi balls and dorayaki pancakes, each layer offers a unique texture that keeps you coming back for more. For those who prefer less sweetness, try enjoying it with unsweetened tea.

Where to buy: Japan 7-Eleven convenience stores
Price: 298 yen (tax included)

LAWSON Matcha Brown Tea Latte

LAWSON convenience stores launched their new “Matcha Brown Tea Latte” in November 2017, blending Gyokuroen tea leaves with rich milk for a thick yet not overly heavy taste. The aroma of tea wafts from the cup, and once you take a sip, the distinctive flavor of matcha brown tea lingers on your tongue — a true testament to its quality ingredients.

Where to buy: Japan LAWSON convenience stores
Price: 210 yen (tax included)

Bonus: Tokyo’s Specialty Matcha Brown Tea Shop “Sanpinteki Midori”

Shop owner Masahiro Kasahara became deeply fascinated with matcha brown tea after studying it. In addition to drinking it, he began developing a range of refined matcha brown tea desserts. “Sanpinteki Midori” is his second shop, opened because the main restaurant was often fully booked. He wanted more people to be able to enjoy the wonderful world of matcha brown tea. Here, you can savor rich matcha brown tea ice cream, puddings, lattes, and other desserts where matcha brown tea takes center stage.

Conclusion

Beyond black tea and matcha, matcha brown tea is steadily rising in popularity in Japan. Have you felt the charm of matcha brown tea yet? Come and experience it for yourself — we guarantee you’ll be hooked after just one try!

Author: MATCHA
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