UPDATED: April 16th 2025
1. Returning to the World of Tea
There’s a particular kind of joy in returning to something familiar — especially when you’ve changed in the time between visits. Returning means more than just stepping into the same space — it means reconnecting with the part of you that first said “yes” to the journey.
That’s exactly how I felt stepping into the World Tea Expo 2025 in Las Vegas.
Last year was my first time attending. You can read about last years World Tea Expo 2024 blog post here. I was all in — three full days of immersion. Saturday, Sunday, and Monday were packed with back-to-back sessions, tastings, workshops, and conversations with farmers, founders, and fellow tea lovers. I came in curious, open, and hungry to soak up everything the global tea world had to offer. And honestly, it was magic.
But it was also… a lot. A sensory and spiritual overload in the best possible way.
So this year, I decided to approach it differently.
Less doing. More being. Fewer checklists, more connection.
I chose not to attend the full weekend. Instead, I showed up with one intention: to move more slowly, more intuitively, and to let the experience come to me — like a perfectly steeped cup, rather than a rushed shot of espresso.
I arrived for the Monday evening networking session at the SAHARA and returned Tuesday morning for a session with Oscar Brekell (@brekell) — who, if you haven’t seen him speak about Japanese tea culture, is a living embodiment of reverence and presence. His words didn’t just educate — they created space for something deeper.
Afterward, I spent the rest of Tuesday exploring the Expo Hall without an agenda, letting intuition guide me through each aisle, each cup, each conversation. Wandering without the weight of obligation allowed me to tune in more deeply — to the people, to the leaves, to the energy.
And you know what?
This time, it felt deeper. Fuller. More human.
There’s something that happens when you stop trying to see it all — when you stop trying to maximize every second, and instead give yourself permission to be in the moment. You actually connect more. You feel more. You notice the quiet, in-between details that often go overlooked.
The way a farmer holds their hands when they describe their harvest.
The way hot water swirls into a pot and releases the aroma of spring-picked leaves.
The silent exchange of a smile between two strangers sharing a cup of gyokuro.
These are not side moments. These are the moments.
This is what I came for.
And while my time was shorter this year, I left feeling more aligned than ever — not just with tea, but with the why behind everything I do. The essence of tea had steeped into the essence of me.
2. A Different Pace: Showing Up With Intention
There’s a kind of unspoken pressure at events like this — to hustle. To attend every session, to meet every brand, to chase every opportunity. And I get it. Especially if you’re new to the industry or growing a brand, it can feel like you have to do it all to be taken seriously.
But this year, I decided to trust that I didn’t need to chase anything. I just needed to be fully present for whatever crossed my path. No FOMO. No stress. Just full-bodied presence.
And from that space… magic unfolded.
Right from the opening, there was a moment of stillness that struck me. Japanese singer @wakereiko opened the expo with a beautiful, heartfelt performance — her voice filling the space with such grounded elegance, it set the tone for something more intentional. Less trade show, more ritual. Less hustle, more heart. I stood there for a few minutes in stillness, listening — not just to the song, but to what was moving through me. A reminder: this is sacred work we’re all part of.
Still, as I wandered through the expo, I noticed something I hadn’t fully seen before.
There’s a very distinct old energy still lingering in how the event is organized — in the booths, the branding, the flow. It feels like it’s still being run the way it was 15 years ago, which makes sense… but also doesn’t. And I say that with love.
Because tea itself is not old. It’s alive. It evolves. It breathes through generations. And the way people connect with tea today — through mindfulness, through health, through story, through ritual — deserves to be reflected in how we gather to celebrate it.
It made me think: Where are the next-generation tea creatives? The storytellers? The bridge-builders? The people weaving together tradition and transformation?
We need more youthful energy in this space — not just in age, but in perspective. The kind of energy that’s playful, present, experimental. That’s rooted and curious. That respects tradition, but also wants to reimagine what it could look like in the modern world.
That thought stirred something in me. Instead of just observing it… I decided to lean into it.
So I became a kind of bridge myself. Like a bee cross-pollinating between cultures, I found myself bringing teas from one booth to another — sharing Taiwanese oolong from @shenxiantea with Japanese exhibitors who had never tried that style before. And vice versa. I acted as a gentle catalyst. Not for content. Not for credit. Just for connection.
There was no agenda behind it. Just genuine joy in watching people’s faces light up when something new hit their palate. The joy of two cultures discovering something shared through the simple act of pouring.
Those were the best moments of the expo for me.
Simple, spontaneous, full of life. They reminded me of the very heartbeat of tea culture — relational, not transactional.
3. The Bee Effect: Cross-Pollinating Cultures & Conversations 🐝
If there was a theme to how I moved through the Expo this year, it was this: bridging. Bridging tradition and transformation. East and West. Old world and new vision.
I didn’t go in with a plan, but I quickly found myself playing the role of a connector — like a bee buzzing between blossoms, sharing pollen. Except in my case, it was tea leaves, stories, introductions, ideas, and even silent bows of respect that were being exchanged.
At one point, I had a sample of high-mountain Taiwanese oolong from @shenxiantea in my hand. I’d just finished a lovely chat with their team — calm, warm, inviting energy. Across the aisle, I noticed a Japanese exhibitor who was showcasing a stunning range of sencha and gyokuro. Curious, I wandered over — and somehow, I ended up offering them a taste of the oolong.
Their eyes lit up.
They leaned in.
They tasted… and smiled. Something shifted in the energy.
The conversation flowed from there. Notes were exchanged. Curiosity awakened. And that’s when I realized: this is what I’m here for.
Not just to sip and observe, but to spark connection. To be a gentle bridge — humble, sincere, love-led.
Throughout the day, I repeated this pattern — not intentionally, but because it just felt natural. I shared some Japanese matcha with another Taiwanese booth. I brought up stories I’d heard in one conversation to help another exhibitor feel seen. I offered help. I received stories. I bowed. I laughed. I listened. It wasn’t business. It wasn’t networking. It was just me, being me — following the thread of love, curiosity, and cultural reverence.
It reminded me of why I got into tea in the first place.
Not for the caffeine. Not for the trends.
But for the connection. The bridge. The invitation to presence and mutual respect.
Tea is culture. Tea is language. Tea is medicine. Tea is memory. Tea is a way of seeing the world. And when shared with intention, it becomes a kind of sacred ritual — one that transcends borders, booths, and even time.
In that Expo Hall, amidst the noise and motion, tea brought me home as it always does.
4. Helping Hands & Real Conversations
As the day came to a gentle close, many attendees began wrapping up, the crowd thinning into pockets of calm. It would’ve been easy to leave — to say I’d done enough, seen enough, sipped enough.
But that’s not how this story wanted to end.
As I walked by the booth of Osada Seicha Co. (@osadateajapan), I noticed their team quietly beginning the teardown process. Tired but smiling, they were packing boxes, collecting trays, folding their beautiful display with care. I paused for a moment, made eye contact, and without overthinking it, offered my help.
They were surprised — maybe even slightly confused. But they welcomed me in.
And so, there I was: sweeping the floor of a global tea expo booth with one of Japan’s respected tea companies. We packed crates, exchanged bows, and shared stories between tasks. What started as a small act of kindness quickly became one of the most real and memorable moments of the entire event.
No camera. No spotlight. Just hands working together. Smiles exchanged. Human beings connecting through shared effort and mutual respect.
That moment reminded me that in tea culture — and in life — ceremony doesn’t always require incense and tatami mats. Sometimes, ceremony is found in the mundane. In the clean-up. In the listening. In the humility of simply being useful.
It’s easy to chase impact through visibility. But what if the real impact comes from presence?
In that moment, I wasn’t a visitor or a guest. I was a participant. A servant to the spirit of tea. And it filled me with more meaning than any seminar could have.
Other amazing Japanese Producers were:
Kawane Matcha – Kazuteru Ohashi
Homme Asakichi Shoten – Tetsuya Homme
Cha Cha Japanese Tea – Yuta Karube
5. Seeds for the Future: One With Tea – Japan
This year’s expo wasn’t just a look back. It was a launching point.
In May, I’ll be embarking on a three-week journey across Japan to film a documentary I’ve been dreaming about for years:
👉 One With Tea – Japan (https://onewithtea.com/documentary)
This film is a love letter — to tea, to culture, to presence, to the quiet moments that shape us. We’ll visit family-run farms, meet master producers, and dive into the deeper layers of what it means to live in rhythm with the tea plant.
This project was seeded long ago — but at this Expo, it began to bloom. I met producers I’ll now visit in person. I had conversations that helped refine the soul of the story we want to tell. I felt the support and enthusiasm from people who truly get it.
This documentary isn’t just about Japan. It’s about you. About all of us.
It asks a simple but powerful question: What does it mean to become one with tea?
And we’re going to find the answer — one steep at a time.
6. The Matcha Craze of 2025: Booming Demand, Limited Supply
One topic that kept bubbling up at this year’s Expo — both on stage and in side conversations — was the matcha surge. Matcha isn’t just a trend anymore. In 2025, it’s a full-blown global movement.
Everywhere you looked: matcha lattes, matcha facial masks, matcha workshops, matcha-infused everything. From café chains to boutique wellness brands, everyone wants a slice of the bright green gold. But here’s what many people don’t realize — we’re now facing a matcha shortage, and it’s beginning to create tension across the supply chain.
Ceremonial matcha is incredibly labor-intensive to produce. The best matcha comes from shade-grown leaves, stone-ground in small batches, sourced from a very select number of regions in Japan. And unlike mass agricultural crops, you can’t just crank up production without compromising the integrity of the product.
According to recent industry data, the global matcha market is projected to grow from $3.3B in 2022 to $6.3B by 2027. That kind of demand is thrilling — but also dangerous. Because with popularity comes dilution. And we’re already seeing it: powders labeled as “matcha” that have little resemblance to the real thing.
What’s needed now isn’t just more matcha. It’s more education. More reverence. More commitment to honoring the farmers and producers who’ve kept this tradition alive for centuries.
That’s why it was refreshing to see @japanesegreenteaco win multiple awards at the Global Tea Championship this year. They’re not chasing hype — they’re preserving heritage. Their ceremonial matcha stood out not just because of its flavor, but because of its integrity.
And as I prepare to film in Japan this spring, I’ll be diving deeper into this conversation — meeting with growers who are living the tension between honoring tradition and meeting growing demand. It’s a complex story, and one that deserves more voices, more honesty, and more love.
7. Where Tea Is Headed: 2025 Industry Trends & Data
Beyond the matcha buzz, the broader tea industry is evolving in ways that feel both exciting and overdue. Here are some of the biggest trends and insights I picked up from the floor, panels, and conversations:
🧘 Tea as Ritual, Not Just Beverage
The modern consumer isn’t just looking for a drink — they’re looking for a moment. Tea is becoming a vessel for mindfulness, wellness, and self-connection. Gen Z and Millennials are leading this shift, with a rising interest in tea ceremonies, journaling practices, and slow-living aesthetics that center around tea.
🌱 Single-Origin and Transparency
Consumers care more than ever about where their tea comes from. Labels like “hand-picked,” “organic,” and “family farmed” now carry weight. People want a story with their sip — and brands that can offer traceability and authenticity are gaining serious traction.
📦 Rise of DTC & Digital-First Tea Brands
In the post-pandemic landscape, more tea companies are going direct-to-consumer — and it’s working. Personal storytelling, subscription models, and social-first education are reshaping how people discover and fall in love with tea.
🧪 Functional and Wellness Blends
Adaptogenic blends, sleep teas, digestive support, and brain-boosting infusions are exploding. Tea is no longer just about taste — it’s about how it makes you feel. Herbalists and traditional medicine practices are entering the spotlight again.
📱 Social Media-Driven Discovery
Tea is thriving on platforms like Instagram, TikTok, and YouTube. From matcha whisking videos to meditative steeping tutorials, content creators like @ana.likes.tea and @teawithneldon are introducing a new generation to tea in deeply personal, creative ways.
All of these trends point to one thing: the tea industry is waking up. But the challenge ahead is ensuring this awakening remains aligned with truth, care, and culture — not just clicks and conversions.
8. World Tea Expo 2025 Schedule Summary
If you’re someone who’s curious about attending the World Tea Expo in the future — whether you’re a tea professional, a brand, or just a curious sipper like me — here’s a breakdown of this year’s schedule. It’s a great way to plan your visit, especially if you’re deciding whether to come for a full three days or opt for a shorter, more intentional experience.
🗓 Monday, March 24
| Time | Event |
|---|---|
| 8:00am–6:00pm | Registration Open |
| 9:00am–5:00pm | Education Programs & Masterclasses |
| 5:30pm–7:00pm | Networking Reception @ SAHARA (live music by @wakereiko) |
The first day is ideal for anyone wanting deep dives into specific tea topics. The masterclasses are more intimate and designed for learning — but they do require pre-registration and a separate ticket.
🗓 Tuesday, March 25
| Time | Event |
|---|---|
| 8:00am–6:00pm | Registration Open |
| 9:00am–10:00am | Masterclass with @brekell (Japanese Tea & Cultural Philosophy) |
| 10:00am–5:00pm | Expo Hall Open (Tastings, Exhibitor Booths, Networking) |
| 2:00pm–3:30pm | Global Tea Championship Awards Ceremony |
Tuesday is by far the most dynamic and bustling day. The energy was electric. If you want to experience the full vibrancy of the Expo Hall, this is the day.
🗓 Wednesday, March 26
| Time | Event |
|---|---|
| 8:00am–2:00pm | Registration Open |
| 9:00am–11:00am | Final Expo Walkthrough & Booth Visits |
| 12:00pm–2:00pm | Closing Conversations & Farewells |
Wednesday has a more relaxed vibe. Perfect for circling back to booths you loved, making final connections, or winding down after a sensory-rich experience.
9. Global Tea Championship Highlights
One of the major Expo highlights each year is the Global Tea Championship — a celebration of excellence across origins, styles, and categories. Here are a few standouts from the 2025 awards:
🏆 @japanesegreenteaco swept nearly every matcha category — winning Best Ceremonial Matcha, Best Cup Character, Best Ground Leaf Profile, and the overall Grand Prize. Their dedication to quality and tradition is next-level.
🏆 @wakoenglobal took home two major green tea awards for their Ryokucha Densetsu Kiwami and Kakuhori Fukamushi Sencha — showing that Japanese steamed teas are holding their place with pride.
🏆 @wildorchardteas won for Korea Origin Tea — their “Early Spring / After Rain” was deeply poetic in both name and taste.
Other notable presences that added richness to the Expo:
- @camellia.sinensis – Kevin and his legacy brand, always an honor to connect
- @austeamasters – Sharyn from Australia Tea masters – I always call her the tea angel (she’s so kind)
- @sugimoto_tea_company (Noli & Gavin from Sugimoto Tea – outstanding guys)
- @marumatsuseichajo (Outstanding Matcha)
- @orientalteacn – Juan with her fabulous charm of Chinese teas
- @teaformeplease – Nicole Wilson’s Famous Teablog (she been doing it for 17 years)
- @ana.likes.tea – 🇲🇽🇺🇸 | 马安娜 | Tea Sommelier✨
- @chicagoteafestival
- @teawithneldon – Tea Blogger/Educator
- @aptea_therapy + their Tiktok @aptea_therapy – Home Brew Tea Therapy (Daily vids)
- @oftea – Premium Chinese Tea – Founded & Women-owned
These are some of the people and brands who show up not just with product, but with presence — and that makes all the difference which I got to connect with on the expo on a deeper level. I recommend you have a look at the exhibitor list and maybe take a deep dive into it.
10. Closing Reflections & Call to Action
Walking out of the convention center that final day, I didn’t feel drained or overwhelmed — I felt grateful. Not because it was perfect, but because it was real.
This year’s Expo reminded me of something I often forget in the rush of projects and posts: tea doesn’t move fast — and neither should we.
Yes, there’s work to be done. The industry needs fresh vision. The events need more youth. And there’s still a gap between the old structures and the new spirit rising within tea culture.
But that’s not a problem — it’s an invitation. An invitation to step in, to contribute, to evolve the way we share and celebrate tea.
That’s what One With Tea is really about. It’s not just a documentary project. It’s a movement. A remembering. A reimagining.
If you’ve felt even a flicker of resonance while reading this… I’d love to invite you to stay connected. You can follow the journey and sign up for updates here: 👉 https://onewithtea.com/documentary
We’ll be filming in Japan this May. Sharing behind-the-scenes content. Releasing the full documentary later this year. And continuing to create stories that connect soul and soil, commerce and ceremony.
Thank you for being part of this moment. Thank you to everyone I met, laughed with, sipped with, and learned from at the Expo.
You filled my cup. I’ll keep pouring it forward.
With love and leaves,
Christian
@christianmauerer
@onewithtea
