ITO EN vs Naoki:Which is more popular?
In September 2026, Naoki had more branded searches than ITO EN among matcha brands worldwide. Naoki had about 14,800 branded searches, while ITO EN had 8,100. Naoki made up 7.1% of all matcha brand searches we track, and ITO EN accounted for 3.9%. When we asked ChatGPT and Google AI Overviews about matcha brands, Naoki appeared in three of the four answers and ITO EN in none.
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Top matcha brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Naoki was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. ITO EN did not appear in any of the four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Ippodo4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Naoki3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Jade Leaf3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Marukyu Koyamaen2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Encha2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Matchaful0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Rocky’s Matcha0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
ITO EN0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Aiya0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Mizuba0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about matcha brands
4 answers
Asked ChatGPT
“Which matcha brand should I buy?”
Asked ChatGPT
“What are the best matcha brands?”
Asked ChatGPT
“What's the best matcha brand for making lattes at home?”
Searched Google, AI Overview
“matcha powder”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“best matcha powder”
Brands are shown in the order each answer named them. The survey took place in the United States on October 22, 2026.
Is ITO EN or Naoki more popular in search?
This chart shows how often people search Google for ITO EN and Naoki by name. Each line represents a brand's share of searches for all 12 matcha brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Naoki, ITO EN. The figures are in the table below the chart.
View monthly share of searches table
| Month | Marukyu Koyamaen | Matchaful | Rocky’s Matcha | Ippodo | Naoki | Jade Leaf | ITO EN | Aiya | Mizuba | DoMatcha | Pique | Encha |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 22.9% | 22.9% | 10.3% | 22.9% | 4.6% | 5.6% | 3.8% | 2.5% | 2% | 0.33% | 1.4% | 0.72% |
| Nov 2025 | 20.2% | 20.2% | 13.5% | 24.6% | 4.9% | 4.9% | 4% | 2.7% | 2.2% | 0.36% | 1.5% | 0.98% |
| Dec 2025 | 23.6% | 15.8% | 12.9% | 23.6% | 5.8% | 7.1% | 3.9% | 2.6% | 2.1% | 0.42% | 1.4% | 0.91% |
| Jan 2026 | 18.2% | 14.8% | 14.8% | 27.1% | 6.6% | 6.6% | 3.6% | 3% | 2.4% | 0.45% | 1.6% | 0.72% |
| Feb 2026 | 18.2% | 18.2% | 14.9% | 22.3% | 6.7% | 6.7% | 3.6% | 3.6% | 2.4% | 0.88% | 1.6% | 0.88% |
| Mar 2026 | 20.2% | 20.2% | 13.5% | 20.2% | 7.4% | 6.1% | 3.3% | 3.3% | 2.2% | 1.5% | 1.2% | 0.78% |
| Apr 2026 | 20.8% | 17% | 17% | 17% | 9.3% | 6.2% | 3.4% | 3.4% | 2.3% | 1.5% | 1.2% | 0.8% |
| May 2026 | 18.5% | 22.6% | 15.2% | 15.2% | 6.8% | 10.1% | 3% | 3% | 2% | 1.3% | 1.1% | 1.1% |
| Jun 2026 | 21.4% | 17.5% | 17.5% | 14.3% | 6.4% | 9.6% | 3.5% | 3.5% | 2.3% | 1.3% | 1.3% | 1.6% |
| Jul 2026 | 20.8% | 20.8% | 17% | 13.9% | 7.6% | 7.6% | 3.4% | 3.4% | 2.3% | 1.2% | 1.2% | 0.8% |
| Aug 2026 | 21.1% | 21.1% | 17.3% | 14.1% | 7.7% | 6.3% | 3.5% | 3.5% | 2.3% | 1% | 1.2% | 0.81% |
| Sep 2026 | 23.7% | 23.7% | 15.8% | 13% | 7.1% | 4.7% | 3.9% | 2.6% | 2.1% | 1.4% | 1.4% | 0.76% |
How has the ITO EN and Naoki comparison changed over the last 12 months?
3 findings
- Naoki was ahead of ITO EN in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, ITO EN’s share of searches among matcha brands worldwide moved from 3.8% to 3.9%, and its estimated monthly branded searches moved from 9.9K to 8.1K.
- Across the 12 months ending September 2026, Naoki’s share of searches among matcha brands worldwide moved from 4.6% to 7.1%, and its estimated monthly branded searches moved from 12.1K to 14.8K.
How did search popularity change for matcha brands worldwide in September 2026?
2 changes
In September 2026, Naoki lost share of searches among matcha brands worldwide, from 7.7% to 7.1%.
In September 2026, ITO EN rose from 8th to 7th among matcha brands worldwide.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using ITO EN’s and Naoki’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
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