The world’s premier event for tea professionals is steeping in Nevada this year, uniting tea industry leaders, producers, and enthusiasts from across the globe to explore the latest trends, innovations, and business opportunities in the ever-growing tea market.
The annual World Tea Expo takes place at the Las Vegas Convention Center from March 24 to 26 this year. Although not open to the public, this business-to-business (B2B) event brings together tea suppliers, buyers, and professionals interested in the global tea industry to discover the latest tea products and grow their businesses. Participating businesses include retailers, tea shops, bars, restaurants, hotels, and even universities. Beyond showcasing specialty teas for attendees to sample and order, the Expo hosts seminars led by industry experts on topics such as the cultivation of tea, business strategies, and the latest research and developments in the tea market. As the global tea industry anticipates robust growth, particularly driven by consumers drawn to its health benefits, this event serves as a crucial meeting ground for industry growth and collaboration.
Among the many international participants at this year’s Expo, the Japanese prefecture of Shizuoka will take center stage with a ribbon-cutting opening ceremony. Shizuoka is known as the tea capital of Japan, producing over 40% of Japan’s tea. The volcanic ash from nearby Mt. Fuji enriches its soil with minerals and enhances drainage, creating the ideal environment for cultivating high-quality tea leaves. The region’s warm climate, humidity, and high annual precipitation also contribute to the success of Shizuoka’s teas, which have won gold medals in the World Green Tea Contest and the Monde Selection Awards. At the Expo, the Shizuoka team will be accompanied by ten Japanese tea companies eager to share their varieties of Japanese tea to the world. In addition, the group hopes to organize tea tours that offer a chance to explore the prefecture, experience the local tea industry firsthand, and get a taste of the prefecture’s tea culture.
Winners of the 2025 Global Tea Championship will also be announced on day two, where multiple awards will be presented in the tea and matcha categories. Winners of the Grand Prize Award, Superior Leaf Award, and the Superior Liquor Award will have their teas sampled live to thousands of attendees. The Grand Champion’s tea will be featured as a bespoke tea at the Expo’s various tea rooms, and the winning company will be featured in an article on World Tea News, a prominent information outlet for the global tea industry.
Tea has been enjoyed by people around the world for thousands of years, and its popularity only continues to grow. In 2023, the global tea market was valued at $20.2 billion and is projected to have a compound annual growth rate (CAGR) of 5.9% from 2024 to 2032. By the end of 2032, the tea market is projected to amount to $33.9 billion. According to the Census Bureau, the United States imported over $500 million worth of tea in 2023, with more than $260.5 million sourced from the Indo-Pacific region. Researchers believe that the recent surge in interest in the tea industry can be attributed to a variety of factors, including a focus on health and wellness, introduction of both premium and ready-to-drink teas, and the rise of e-commerce platforms.
For many Gen Z tea drinkers, social media has fueled the popularity of viral beverages. Matcha, which has recently surged in popularity on social media, has $4.24 billion value in the global market for matcha-based products. In 2021, 94% of young adults aged 20 to 29 reported buying “boba” tea at least once every three months. The global bubble tea market is expected to have an impressive CAGR of 8.1% from 2024 to 2034. Recognizing boba’s popularity among Gen Z, the World Tea Expo will feature boba tea innovators like Gong Cha, as well as a dedicated segment for boba, “one of the fastest growing segments of the tea sector.”
Consumers flock to tea for its traditional yet innovative qualities, its convenience and complexity, and its functionality and medicinal benefits. As the industry adopts to growing demands of tea drinkers worldwide, the opportunities for growth in the tea market are endless. The World Tea Expo in Las Vegas gathers industry leaders, emerging brands, and tea enthusiasts, highlighting the enduring cultural significance and promising future of tea.
Nanami Nishimoto is a Spring 2025 Young Professional at the East-West Center in Washington. She is a graduate student at Virginia Tech’s School of Public and International Affairs (SPIA) with a B.A. in International Studies, majoring in International Relations and minoring in German.