Global Tea Trends 2025: What the World Tea Expo in Las Vegas Reveals About the Future of Tea
World Tea Expo 2025: Global Trends and What They Mean for the Future of Tea
As the global tea industry continues its steady rise, all eyes turn to World Tea Expo 2025, one of the most influential events for tea professionals, taking place from March 24 to 26 at the Las Vegas Convention Center. With tea gaining renewed popularity among health-conscious consumers and Gen Z drinkers, the Expo serves as a vital B2B hub where innovation, tradition, and business opportunities meet.
A Business Only Expo at the Heart of the Tea World
Unlike consumer expos, the World Tea Expo is strictly B2B, attracting stakeholders such as tea producers, buyers, retailers, restaurant groups, hoteliers, universities, and global distributors. Attendees discover the latest in specialty teas, brewing equipment, and packaging solutions while attending expert-led seminars on topics like tea cultivation, retail strategy, and market forecasting.
This year’s Expo is particularly relevant, as the global tea market sees increasing momentum. According to industry reports, the market was valued at $20.2 billion in 2023 and is projected to reach $33.9 billion by 2032, with a CAGR of 5.9%. Driving this surge is consumer interest in wellness beverages, premium tea blends, and convenient ready to drink formats.
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Spotlight on Shizuoka: Japan’s Tea Capital
Taking the spotlight this year is Shizuoka Prefecture, a region that produces over 40% of Japan’s tea and is widely known for its rich tea growing traditions. Volcanic soil from Mt. Fuji, high rainfall, and optimal humidity make Shizuoka an ideal region for cultivating award winning tea leaves.
Ten leading Japanese tea companies will showcase their products, ranging from sencha and gyokuro to premium matcha, and will also promote tea tourism to Shizuoka. The goal? To offer the world a deeper look into Japan’s tea culture and its expanding export potential.
Celebrating Excellence: The 2025 Global Tea Championship
The second day of the Expo features the Global Tea Championship, where teas are judged across categories such as traditional leaf, matcha, and blends. Winners receive the Grand Prize Award, Superior Leaf Award, and Superior Liquor Award ,gaining not only recognition but also massive exposure.
The Grand Champion’s tea will be brewed and served in VIP tea rooms throughout the Expo and receive coverage in World Tea News, a key industry publication.
Gen Z, Matcha, and the Rise of Bubble Tea
One of the fastest-growing segments is bubble tea, driven largely by younger consumers and social media. In 2021, 94% of people aged 20 to 29 in the U.S. reported drinking bubble tea at least once every three months. Meanwhile, the global bubble tea market is expected to grow at 8.1% CAGR from 2024 to 2034.
Another powerhouse is matcha, whose popularity on platforms like TikTok and Instagram has helped build a global market projected to exceed $4.2 billion n value. Recognizing this, the Expo includes a dedicated segment for boba tea, featuring global franchises like Gong Cha and rising boba innovators.
The Tea Market’s Global Outlook
In 2023, the U.S. imported over $500 million worth of tea, with more than half coming from the Indo-Pacific region. E-commerce, ready-to-drink innovations, and consumer wellness trends are reshaping the global tea landscape.
For entrepreneurs, distributors, and buyers, the tea category is proving to be both resilient and scalable, supported by its cultural richness and the flexibility to adapt to new flavors, formats, and consumer trends.
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The World Tea Expo 2025 offers more than just a glimpse into what's trending, it’s a forecast of where the industry is heading. Whether you're in premium loose leaf, functional blends, or the ever-growing bubble tea market, now is the time to innovate, collaborate, and grow.
For companies looking to export, scale, or diversify in the tea space, staying plugged into global trends and forming the right partnerships is key to long term success.