In Japan, over 70% of people drink green tea daily, and 90% of people drink green tea more than once a week. As a result, the vast majority of tea produced in Japan are forms of green tea, with sencha being the most popular.
Within Japanese green tea, the subcultures distinguish themselves by region, terroir, cultivar, and processing methodology. Traditional Japanese tea continues to be produced in major tea growing regions such as Shizuoka, Fukuoka, Uji, and Mie; however, the growth of bottled tea—as well as an aging industry—threatens this breadth and volume of tea production. In particular, the rise of bottled tea has increased demand for high yield, low cost teas, meaning a decline in small, family-owned farms and unique cultivars.