Health Yomogi boom grows as matcha prices soar

Demand for products made with yomogi (よもぎ), or Japanese mugwort, has been rising in Japan as soaring matcha prices and growing interest in health-focused foods prompt manufacturers and cafés to seek alternative ingredients. Once mostly associated with traditional sweets and herbal remedies, yomogi is now appearing in drinks, desserts, skincare products and wellness treatments.

Yomogi (よもぎ), or Japanese mugwort, has long been associated with traditional foods such as yomogi mochi and folk remedies for insect bites or minor wounds. Recently, though, the herb has been appearing in an increasing range of products, from oat milk drinks and waffles to skincare and bath additives, as interest in health-conscious, caffeine-free ingredients continues to rise.

One Tokyo café specialising in yomogi-based drinks and desserts says foreign visitors now make up about 60% of its customers. The shop uses yomogi powder produced together with a herbal garden in Kumamoto. Customers describe the flavour as herbal, naturally sweet, and easy to drink.

The recent boom is also being linked to soaring matcha prices. Food suppliers say manufacturers are increasingly looking at yomogi as a cheaper alternative because it produces a deep green colour and retains it well. An Osaka company dealing in yomogi products says enquiries have surged since last autumn, with shipment volumes expected to hit record levels.

Most yomogi sold in Japan still comes from China, despite the plant growing wild across the country. Domestic production has struggled because of ageing farming communities and labour shortages. In response, some agricultural cooperatives have started cultivating yomogi on unused farmland. One cooperative in Niigata says shipments have more than doubled in recent years, while prices have also climbed.

The herb's growing popularity is spreading beyond food. Cosmetics companies have launched yomogi skincare products and bath additives, while the Korean wellness treatment known as "yomogi steaming" has been gaining popularity among younger consumers in Japan, partly alongside the wider rise of Korean beauty trends and "femcare" products.

Mugwort, the "Queen of Herbs," Could Become the "Next Matcha"? Shipments Reach Record Highs — From "Almost-All-Grass" Taiyaki to Donuts, Mugwort Products Are Expanding Rapidly

Matcha has been facing shortages due to its worldwide popularity. Amid this trend, another traditional Japanese ingredient is attracting attention: mugwort (yomogi).

Why Is Mugwort, the "Queen of Herbs," Becoming Popular?

According to newscaster Junna Yamagata, mugwort is a perennial plant in the daisy family that grows throughout Japan, from Hokkaido to Okinawa . Because of its wide range of traditional uses and perceived health benefits, it is often referred to as the "Queen of Herbs."

Mugwort can be enjoyed in foods such as yomogi mochi and kusamochi (mugwort rice cakes), consumed as a beverage, or even used in traditional mugwort steaming treatments to help warm the body.

Mugwort Gains Attention as an Alternative to Matcha

As mugwort is currently in season, a growing number of mugwort-flavored products are appearing on the market:

7-Eleven: Mugwort-scented Kusamochi
FamilyMart: Mugwort Steamed Bread (availability varies by store)
Floresta Donut Shop: Mugwort Donuts (sold from around March to May while supplies last)

Mugwort-flavored donuts have become especially popular thanks to their novelty, nostalgic appeal, and uniquely chewy texture.

As global demand for matcha continues to rise, mugwort is increasingly being viewed as a possible alternative. According to Uenochu, a company that sells mugwort powder and related products, its mugwort shipments reached an all-time high in 2025.

Company advisor Akifushi Ueno commented:

"We can feel the signs of a growing boom, and it's exciting."

According to representatives from Floresta, mugwort donuts traditionally attracted mostly older customers, but recently they have noticed a growing number of younger buyers as well.

Reporters visiting stores also observed many younger consumers enjoying mugwort-based drinks.

Newscaster Mai Demizu commented:

"I love yomogi mochi. I always keep various kinds of brown-rice rice cakes at home, and yomogi mochi is one of them. But I didn't know there were so many other ways to enjoy mugwort. I'd love to try them. Its distinctive bitterness is surprisingly addictive."

"Almost All Grass" Mugwort Taiyaki Appears

Some products now put mugwort front and center.

At Tomoe-an, a taiyaki shop in Tokyo's Suginami Ward, a seasonal item called "Mugwort Shiratama Taiyaki" is currently available.

The shop offers limited-edition taiyaki flavors each month, and mugwort is reportedly their most popular flavor.

The taiyaki is packed with mugwort from top to bottom. The filling contains mugwort mixed with shiratama rice dumplings as well as sweet red bean paste. Staff jokingly describe it as:

"Basically all grass."

To ensure the mugwort flavor stands up to the rich taste of red bean paste, the shop uses freshly sprouted mugwort with a strong aroma and flavor. Instead of turning it into powder, they finely chop the leaves and mix them directly into the shiratama. Fresh mugwort is also incorporated into the bean paste itself.

Mugwort Beer Also Enters the Market

Mugwort is even making its way into craft beer.

A beer called "Tokujo – Fragrant Mugwort" has been introduced, offering aromas reminiscent of traditional mugwort rice cakes, along with mugwort's natural sweetness and a pleasantly lingering bitterness.

At SVB Tokyo in Shibuya, the beer is served as part of selected courses. When paired with a meat dish featuring cherry blossom jam, it reportedly creates a flavor profile similar to sakura mochi, a traditional Japanese cherry blossom rice cake.

With record shipment volumes and growing interest from younger consumers, mugwort may be emerging as one of Japan's next major food trends—and perhaps even the next matcha.

How to Tell Mugwort from Deadly Aconite (Monkshood)

Every year in Japan, poisoning accidents occur when people mistake young aconite plants for mugwort. Aconite (monkshood) is one of the most poisonous plants in Japan, and even a small amount can be fatal.

Key Differences
Feature Mugwort Aconite (Monkshood)
Leaf underside Covered with white, silvery hairs Usually green, with few or no white hairs
Smell Strong herbal aroma Little or no distinctive smell
Leaf shape Finely divided, feathery appearance Deeply lobed, hand-shaped leaves
Texture Soft and fuzzy underneath Smoother surface
Flowers Small yellowish-brown flowers Purple or blue hood-shaped flowers
The Most Reliable Clue
Crush a leaf gently and smell it.
Mugwort has a strong, distinctive fragrance.
Aconite has little or no scent.
However, smell alone is not enough for a safe identification.

Why Mistakes Happen
In early spring, young aconite shoots can resemble edible wild plants such as:
Mugwort
Anemone species
Other edible mountain vegetables
At the seedling stage, even experienced foragers can occasionally make mistakes.
Safety Advice
Do not collect plants whose leaf undersides are not clearly white and fuzzy.
Do not eat plants that lack the characteristic mugwort aroma.
Avoid harvesting plants if there is any doubt about their identity.
Never rely on a single characteristic for identification.
Because aconite poisoning can cause severe heart rhythm disturbances, paralysis, and death, the safest rule is:
If you are not 100% certain that the plant is mugwort, do not eat it.