Hojicha Explained: Why Japan's Roasted Green Tea Is Becoming the World's Next Big Cafe Trend in 2026

Imagine walking into a small Japanese café on a cool afternoon. The smell of freshly ground coffee fills the air, but there is another aroma in the room, warm and slightly sweet, like toasted nuts and caramel.

The drink is hojicha, a Japanese roasted green tea that is attracting growing attention from café owners, food writers and people who enjoy trying new flavours.

For years, matcha has dominated the international conversation about Japanese tea. Its vivid green colour and distinctive flavour have made it a familiar sight in cafés around the world.

But something interesting is happening in 2026. Another Japanese tea is beginning to attract attention. Instead of being bright green, it is brown. Its name is hojicha (pronounced approximately hoh-JEE-cha).

Industry reporting indicates that global searches for hojicha have increased by around 55% since early 2025, while searches for hojicha latte have increased by more than 170%. These figures do not mean hojicha has already become as popular as matcha. It remains a relatively unknown product for many consumers, but the direction of travel is clear.

The interesting question is not simply whether hojicha is the next matcha. It is why this particular tea is attracting attention now, what makes its flavour different, and whether it has the potential to become a permanent part of international café culture.

To understand the trend, we first need to understand what happens to an ordinary green tea leaf when it is roasted.

Key Takeaways

• Hojicha is Japanese roasted green tea: It is generally made by roasting sencha, bancha or similar tea leaves and stems.
• Its flavour is different from matcha: Expect toasted nuts, caramel, warm wood and sometimes a subtle smoky character rather than strong grassy notes.
• Search interest is rising: Hojicha attracts an estimated 301,000 monthly searches, with reported growth of 128% over two years.
• Cafés are experimenting: Hot and iced lattes, specialty drinks, cakes, ice cream and pastries are expanding its international presence.
• It contains caffeine: A typical serving of brewed hojicha contains approximately 30 mg under the Japanese food-composition reference conditions.
• It may complement rather than replace matcha: The two teas offer different flavours, preparation methods and uses, and cafés can serve both.

1. What Is Hojicha? Discovering Japan's Roasted Green Tea

Hojicha is a Japanese green tea produced by roasting tea leaves at high temperatures.

The name comes from the Japanese words hoji, meaning roasting, and cha, meaning tea. It is commonly written as ほうじ茶.

The important detail is that hojicha is not a completely different tea plant. It comes from Camellia sinensis, the same plant used for sencha, matcha and other Japanese teas.

The difference is what happens after harvesting. Traditional green tea is processed to preserve its green character. Hojicha undergoes an additional roasting step.

The result is a tea with a distinctive reddish-brown appearance and a warm fragrance that can remind people of toasted nuts, caramel and roasted grains.

According to the Japan Hojicha Association, hojicha can be made from sencha, bancha and similar Japanese teas, including stems.

What does hojicha actually taste like?

Describing hojicha as simply roasted green tea does not fully explain its appeal.

Imagine the difference between smelling fresh green leaves and smelling freshly baked bread. Both are natural plant-based aromas, but heating transforms their ingredients and creates an entirely different sensory experience.

Hojicha has a similarly distinctive personality.

Depending on the tea variety, roasting method and intensity, its flavour may include:

• Toasted hazelnuts and almonds.
• Warm caramel and brown sugar.
• Light chocolate-like notes.
• Roasted grains and toasted bread.
• A gentle woody or smoky aroma.
• A mild natural sweetness.

Some varieties are delicate and smooth. Others are darker, stronger and more intensely roasted.

This variation is important because not every hojicha tastes identical.

It is also why two cafés can serve hojicha lattes that look similar but taste noticeably different.

Is hojicha a traditional Japanese drink?

Yes. Although its international popularity is relatively recent, hojicha has been part of everyday Japanese tea culture for generations.

It is generally associated with ordinary tea drinking rather than the highly formalised presentation of the tea ceremony.

It can be served after meals, alongside snacks or simply as an everyday drink at home.

There are also regional variations. One example is Kaga bōcha, a roasted stem tea associated with Kanazawa in Ishikawa Prefecture.

These traditions should not be confused with one another. They illustrate how roasting became part of everyday Japanese tea culture.

What is especially interesting is that a drink once associated with everyday Japanese households is now attracting international attention.

That transformation is not unique to hojicha. Matcha followed a similar journey from a traditional Japanese product to an international café ingredient.

But hojicha has a different advantage: its flavour is already familiar to people who enjoy coffee, chocolate and roasted foods.

2. How Hojicha Is Made: The Science Behind Its Roasted Flavour

The secret behind hojicha is roasting. However, producing good roasted tea is not simply a matter of putting green tea leaves into a hot pan. The process requires control over the raw material, temperature, duration and distribution of heat.

A useful comparison is roasting coffee beans. Green coffee beans and roasted coffee beans come from the same agricultural product, but heating transforms their flavour, aroma and colour.

Step 1: Choosing the tea leaves and stems

Hojicha can begin with several types of Japanese green tea. Common starting materials include:

• Sencha: A widely consumed Japanese green tea made from processed tea leaves. When roasted, it develops a warm, toasted character.
• Bancha: A traditional green tea commonly made using more mature leaves. It is frequently used to produce hojicha.
• Kukicha: A tea made primarily from stems and stalks separated during the processing of other teas. Roasted kukicha is often called bōcha.
• Other tea materials: Depending on the producer, additional varieties and blends can be used.

The starting material makes a difference. A tea made mainly from stems may taste different from one made mainly from leaves. This is why the words hojicha and roasted tea do not automatically describe one uniform flavour.

Step 2: Roasting transforms the leaves

Once the tea material has been selected, it is exposed to strong heat. Traditional roasting methods include heating the leaves in a pan or using heated sand. Modern producers use controlled roasting equipment to achieve a more even result.

The Japanese tea labelling standard distinguishes ordinary tea finishing from roasting, with roasting involving higher temperatures. Actual roasting conditions vary between producers and products. There is no single temperature and duration that defines all hojicha.

The objective is to develop aroma without simply burning the leaves. Too little roasting may leave the tea with a flavour closer to ordinary green tea. Too much can produce a burnt flavour. A skilled producer aims for balance.

Step 3: The chemistry of the roasted aroma

This is where hojicha becomes particularly interesting from a scientific perspective. Roasting changes the chemical compounds responsible for the tea's aroma.

A 1973 study published in Agricultural and Biological Chemistry investigated the aroma components of roasted green tea. They found that roasting significantly increased the presence of pyrazines while reducing certain aldehydes.

Why does that matter? Pyrazines are a family of chemical compounds associated with roasted and toasted aromas. They are also found in coffee, chocolate and roasted nuts. The presence of these compounds helps explain why hojicha can smell familiar even to someone who has never tried Japanese tea. It is not coffee, but some of the aromatic territory overlaps.

The research provides a scientific explanation for the transformation from a fresh green-tea aroma into a roasted character.

Step 4: Cooling, sorting and packaging

After roasting, the tea needs to cool. Producers then handle the material according to the intended product. It may be sold as loose-leaf tea, ground into powder, or packaged for lattes and cooking.

Freshness matters because tea can absorb surrounding smells and gradually lose some of its delicate aroma. Good packaging therefore protects it from moisture, excessive heat, light and strong odours. For consumers, this means that a carefully packaged hojicha from a specialist producer can deliver a much fresher flavour than a stale product.

Why do some hojicha varieties look darker than others?

The colour depends on several factors:

• The original tea leaves or stems.
• The intensity of roasting.
• The duration of heating.
• The equipment used.
• The producer's preferred flavour profile.

A lighter reddish-brown tea does not automatically indicate poor quality, and a very dark tea is not automatically better. The best hojicha is the one whose roasting produces a balanced flavour without unpleasant burnt notes. This distinction becomes important when choosing powder for a latte. A strong, deep-roasted powder may suit milk drinks, while a lighter roast may suit plain tea.

3. Hojicha vs Matcha: What's the Real Difference?

At first glance, hojicha and matcha might seem like two versions of the same product. Both are Japanese teas. Both come from the same tea plant. Both are available in powdered form, and both are used in lattes and desserts. But their production methods are fundamentally different.

Matcha is made from specially cultivated tea leaves that are processed into tencha and then finely ground. That one difference changes the appearance, flavour and way people use them.

The comparison

Feature	Hojicha	Matcha
Origin	Japan	Japan
Plant	Camellia sinensis	Camellia sinensis
Processing	Roasted	Shade-grown, steamed and ground
Colour	Reddish-brown	Bright green
Flavour	Nutty, toasted, caramel-like	Grassy, vegetal, umami
Common format	Loose leaf and powder	Fine powder
Typical drinks	Tea and lattes	Tea and lattes
Culinary uses	Cakes, ice cream, pastries	Cakes, ice cream, pastries

The Japan Hojicha Association explains that matcha is prepared by consuming the finely ground leaf itself, while brewed hojicha is normally made by steeping the leaves and then removing them.

Why does matcha taste greener?

Matcha retains the distinctive flavour characteristics of its carefully processed tea leaves. The shade-growing stage used for tencha production influences the composition of the leaves, including their amino acids and other compounds.

When the leaves are ground into powder, the entire powdered material is consumed rather than simply steeped. This produces a concentrated and distinctive tea experience.

Hojicha takes the opposite sensory direction. Roasting creates its signature toasted aroma and changes the balance of compounds responsible for its flavour. For someone who finds matcha too grassy or intense, hojicha can be a more approachable introduction to Japanese tea.

Which one is better?

Neither is objectively better. Matcha is particularly suitable for people who enjoy strong vegetal flavours and want a distinctive green-tea experience. Hojicha appeals to people who prefer toasted, mellow and dessert-like flavours.

Think of the difference between dark chocolate and roasted hazelnuts. Both can be delicious, but they appeal in different ways. For cafés, offering both creates a more interesting menu. Matcha can appeal to customers looking for a distinctive green tea, and hojicha can appeal to those who want a mellow, roasted drink. The two products do not need to compete for the same customer.

4. Why Is Hojicha Suddenly Trending Around the World in 2026?

Food trends rarely become international sensations for just one reason. Sometimes a product becomes popular because it looks attractive on social media. Sometimes a celebrity mentions it, or a café chain adds it to a seasonal menu. Hojicha benefits from several of these developments at the same time. Its growing popularity is particularly interesting because it is not entirely dependent on novelty.

The search numbers reveal growing curiosity

Search behaviour provides one of the clearest indications that people are becoming interested in hojicha. Industry reporting published in August 2026 cited approximately:

• 55% growth in global searches for hojicha since early 2025.
• More than 170% growth in searches for hojicha latte.
• Increasing interest in hojicha as an alternative to matcha.

These are reported search-growth estimates, not verified monthly search volumes or proof that every search leads to a purchase. People are not simply searching for an unfamiliar Japanese word. They are increasingly searching for specific drinks and uses, such as lattes and desserts.

Restaurant menus are changing too

Search interest alone does not establish a sustainable food trend. A flavour can attract millions of searches without becoming a regular menu item. Restaurant menus provide another useful measurement. According to Datassential's 2026 research:

• Hojicha menu penetration in the United States has grown approximately 45% over four years.
• It still appears on fewer than 1% of US restaurant menus.
• Its projected menu growth over the next four years is approximately 14%.
• Around 22% of surveyed consumers know what hojicha is.
• Approximately 11% have tried it.
• Among people who have tried it, 58% say they like or love it.

These figures suggest an interesting opportunity. Hojicha is still unfamiliar to most consumers, but those who try it often enjoy it. That is an important difference between an established product and an emerging one. Matcha already has widespread recognition. Hojicha is still introducing itself.

Matcha created the doorway

One reason hojicha is benefiting from the current food environment is that matcha has already made Japanese tea familiar in cafés. A person who has never heard of hojicha may nevertheless understand what a matcha latte is. They know that Japanese tea can be mixed with milk, served over ice and incorporated into desserts.

Hojicha does not have to explain the entire concept of Japanese tea-based café drinks. It only needs to introduce a roasted variation. There is also a commercial factor. Datassential identifies matcha supply-chain constraints as one factor creating opportunities for alternatives. Hojicha offers an alternative without abandoning the familiar Japanese tea identity.

Consumers are exploring roasted flavours

Another important factor is the growing popularity of flavours associated with comfort and indulgence. Coffee, caramel, chocolate, roasted nuts and toasted grains have something in common: their aromas are associated with warmth and familiarity. Hojicha combines some of these characteristics in a tea-based product.

It can be enjoyed without adding chocolate or caramel because the roasting process itself creates dessert-like notes. For consumers who find traditional green tea too grassy, this is a major advantage. It also creates opportunities for cafés to experiment with flavours without changing the underlying tea.

Social media makes unfamiliar flavours easier to discover

A customer sees a brown iced hojicha latte in a short video. The drink looks attractive. Someone describes its taste as similar to roasted nuts and caramel. Another person shares a recipe or a café recommendation. The customer searches for the name, discovers a café selling it and eventually tries it. This is a relatively simple journey from discovery to purchase.

Hojicha also benefits from the fact that it can be presented in several different ways: traditional hot tea, iced latte, dessert ingredient and baking flavour. The result is a trend that can generate multiple kinds of content rather than relying on one viral post. The important distinction is that social media helps people discover hojicha, but its long-term success will depend on flavour, price and availability.

5. From Kyoto to New York: How Cafés Around the World Are Embracing Hojicha

The international expansion of hojicha is becoming visible in café menus. It is no longer limited to specialist Japanese tea shops. Independent cafés, international beverage chains and bakeries are experimenting with it. The pattern is particularly noticeable across parts of Asia, North America and Europe.

Japan: Where tradition meets modern café culture

Japan remains the natural starting point. Hojicha has long been consumed as a traditional brewed tea, but modern businesses are giving it new forms. Starbucks Japan, for example, has offered its Hojicha & Classic Tea Latte, combining hojicha with black tea and milk. Its official menu describes the drink as a combination of roasted tea aroma, creamy sweetness and the flavour of black tea.

There is also evidence that hojicha is expanding beyond cafés. A Starbucks-branded chilled Hojicha & Tea Latte, distributed by Suntory, was introduced in Japan on September 30, 2025. This matters because ready-to-drink products can introduce an unfamiliar flavour to people who might not visit a specialist tea shop.

North America: The next stage of café experimentation

In the United States, hojicha is appearing on menus alongside matcha and other specialty drinks. Datassential identified several businesses experimenting with it in 2026. The Coffee Bean & Tea Leaf introduced an iced hojicha latte, an iced pumpkin hojicha latte and a hojicha-flavoured drink. TOUS les JOURS also introduced hot and iced hojicha lattes, while Junbi offers a hojicha latte and a hojicha-flavoured beverage.

Some independent cafés are experimenting with Uji hojicha and combinations involving vanilla and kinako, a roasted soybean flour. These examples demonstrate that the flavour is flexible enough to work in both traditional and experimental drinks.

Southeast Asia: A natural home for tea-based innovation

Hojicha is also gaining attention in Southeast Asian food culture. A 2026 report from Tatler Asia describes its growing presence in Hong Kong, Singapore, Taiwan, Thailand and other markets. Examples include hojicha cakes, ice cream, seasonal bubble tea offerings and specialist bakery creations. The report also identifies hojicha-based desserts in Australia, including layered cakes combining roasted tea with chocolate and cream.

This regional expansion makes sense. Many Asian markets already have established cultures of tea-based beverages, milk tea, specialty desserts and café snacks. Introducing a roasted Japanese tea is therefore not an entirely unfamiliar idea.

Europe and the wider international market

European cafés are also beginning to recognise hojicha's potential. Industry reporting identifies adoption by businesses in the United Kingdom and other markets, including specialist tea shops and independent cafés. For European consumers, hojicha has a particular advantage: its flavour sits between familiar categories, such as coffee, chocolate and tea. It can appeal to people who enjoy coffee but want something different. It can also attract tea drinkers looking for a new flavour.

However, availability remains uneven. A drink appearing on a chain's seasonal menu in one country does not mean it is widely available everywhere. The next stage will depend on distribution, customer awareness and the ability of cafés to source consistent quality tea.

6. The Hojicha Latte: Why Everyone Wants to Try It

If there is one product most likely to introduce hojicha to a new international audience, it is the latte. The idea is straightforward. Take roasted Japanese tea, prepare a concentrated base, add milk and, if desired, a little sweetener. The result is a drink that looks similar to a coffee latte but has a completely different flavour profile.

Its popularity makes sense for several reasons. First, milk softens the roasted tea's stronger flavours. Second, the natural toasted notes work well with a creamy texture.

Why does hojicha work so well with milk?

Milk contains proteins and fats that influence how we experience flavours. When combined with a strongly brewed roasted tea, it creates a rounder, creamier sensation. The result can resemble a combination of roasted nuts, caramel and mild chocolate. The tea remains identifiable, but the drink becomes smoother and more dessert-like. This is particularly useful for people who find plain green tea too sharp or bitter.

Hot hojicha latte

A hot hojicha latte is ideal for cooler weather and customers who enjoy warm, comforting drinks. Its aroma becomes noticeable as the hot milk mixes with the tea. Some cafés add a small amount of brown sugar or vanilla, while others keep the drink relatively simple. The best versions avoid using so much sweetener that the roasted tea disappears.

Iced hojicha latte

The iced version is equally interesting. A concentrated hojicha base is combined with cold milk and ice. Some cafés pour the ingredients in layers, creating an attractive visual effect. The visual effect is attractive, but the flavour is the main reason to try it. The cold version can be particularly refreshing because the roasted tea provides depth without requiring strong bitterness.

What about plant-based milk?

Hojicha is compatible with several plant-based alternatives.

• Oat milk: Its natural sweetness complements roasted flavours.
• Soy milk: Provides a fuller texture and works well with traditional tea flavours.
• Almond milk: Adds a nutty dimension, although its flavour can compete with delicate teas.
• Coconut milk: Creates a richer, more tropical drink.
• Regular dairy milk: Offers a familiar creamy texture.

The best choice depends on the particular tea and the desired balance. A strongly roasted hojicha can usually stand up to richer milk. A delicate variety may benefit from a lighter milk.

Is a hojicha latte supposed to taste sweet?

Not necessarily. Hojicha itself is not a sugary drink. Its roasted aroma can create the impression of sweetness, particularly when it has caramel-like notes. However, commercial café versions frequently include sugar, syrups, cream or flavoured ingredients. Customers should distinguish between the flavour of the tea and the sweetness of the finished beverage. A well-made hojicha latte should still taste recognisably like roasted tea.

7. Hojicha in Desserts, Ice Cream, Chocolate and Modern Cuisine

The most interesting development may be what happens when hojicha leaves the drinks menu. Its roasted flavour makes it suitable for applications that traditionally use coffee, cocoa, caramel and toasted nuts. In other words, hojicha is not just another tea to drink. It is becoming a potential ingredient for desserts and modern cuisine.

Hojicha ice cream

Ice cream is one of the most natural applications. The roasted tea can be incorporated into a dairy or plant-based ice cream mixture, producing a flavour that is warm and toasted rather than grassy. Unlike brightly coloured matcha ice cream, hojicha ice cream has a muted brown appearance. Its appeal comes from flavour rather than colour.

Hojicha cheesecake

Cheesecake offers another interesting possibility. Cream cheese has a rich texture and mild tanginess. Hojicha powder can add a roasted flavour that balances the richness. It can be incorporated into the filling, used in a biscuit base or sprinkled lightly over the finished cake. A hojicha cheesecake can also be paired with chocolate, vanilla or sesame.

Hojicha tiramisu

Traditional tiramisu uses coffee-soaked biscuits, mascarpone cream and cocoa. A hojicha version replaces the coffee element with a concentrated roasted tea infusion. The result is a dessert with a gentler roasted character. This is an especially interesting example because hojicha can occupy a similar culinary role to coffee. It also gives cafés a way to offer something familiar with an unusual flavour.

Cakes, cookies and pastries

Hojicha powder can be incorporated into:

• Butter cookies.
• Sponge cakes.
• Brownies.
• Madeleines.
• Cream-filled pastries.
• Swiss rolls.
• Shortbread.
• Custards and puddings.

The amount used matters. Too much powder can make a delicate cake taste dry or excessively roasted. Too little can disappear into the other ingredients. Professional bakers generally need to test the concentration according to the product.

Chocolate and caramel combinations

Hojicha and chocolate are a particularly promising pairing. Dark chocolate can complement its roasted flavour, while white chocolate offers a sweeter contrast. Caramel, brown sugar and toasted nuts are also natural partners. A chocolatier could use hojicha in ganache, pralines, chocolate bars or truffles. A café could use it in a signature drink combining hojicha, dark chocolate and milk. These are not entirely new flavour principles. They apply the same logic used in coffee desserts and chocolate baking.

Can hojicha be used in savoury cooking?

Yes, although this is a more experimental direction. The tea can be used as an aromatic ingredient in certain savoury applications. For example:

• Hojicha-infused cream sauces.
• Roasted-tea salt for finishing dishes.
• Tea-infused broths.
• Marinades with soy sauce and ginger.
• Savoury biscuits or crackers.

The goal is not to make everything taste like tea. Instead, the roasted notes can add another layer of flavour, much as coffee or toasted spices can be used. The key is restraint. Hojicha should support the other ingredients rather than overpower them.

8. The Caffeine Question: Is Hojicha Really a Low-Caffeine Tea?

One of the most frequently repeated claims about hojicha is that it contains very little caffeine. This is an important part of its marketing appeal. Consumers increasingly look for drinks that offer flavour without the intensity they associate with coffee. But the science requires a closer look.

Hojicha contains caffeine. It is not naturally caffeine-free. More importantly, roasting does not necessarily remove as much caffeine as many popular descriptions suggest.

How much caffeine is actually in hojicha?

Japan's Standard Tables of Food Composition provide a useful reference. According to figures compiled by the Japan Hojicha Association from Japanese food-composition data:

• 20 mg of caffeine per 100 ml.
• Approximately 30 mg in a 150 ml cup.
• Around 48 mg in a standard bowl of matcha prepared using 1.5 g of powder and 70 ml of water.

These are reference figures under specified preparation conditions, not universal measurements for every cup. The comparison is particularly useful because it shows that an ordinary serving of brewed hojicha can contain less caffeine than a bowl of matcha, but it still contains caffeine.

Does roasting remove caffeine?

This is where things become more complicated. A research trial conducted by the Kochi Prefectural Agricultural Research Center examined the effect of roasting on caffeine levels in tea. The findings showed that light roasting left caffeine levels almost unchanged, while dark roasting reduced them only modestly. That is a relatively modest reduction.

It challenges the popular explanation that hojicha is naturally low in caffeine simply because the leaves are roasted. The starting material also matters. Tea stems, mature leaves and different varieties can have different caffeine levels. The amount of tea used, water temperature and brewing time influence the final drink as well.

Why is matcha different?

There is another important distinction. When someone drinks traditionally prepared matcha, they consume the powdered tea leaf itself. With brewed hojicha, the leaves are normally removed after steeping. The two drinks therefore involve different preparation methods and different ways of consuming the tea.

This helps explain why comparing caffeine per cup can produce a different result from comparing caffeine per gram of tea. It is also worth remembering that hojicha powder used in a latte may produce a different caffeine amount from brewed loose-leaf tea.

Is hojicha suitable for evening drinking?

It may be a reasonable alternative for people who want a drink with less caffeine than their usual coffee or matcha. Individual sensitivity varies. Someone who reacts strongly to caffeine may still notice its effects after drinking hojicha. People who are pregnant, breastfeeding or managing caffeine-sensitive health conditions should consult a healthcare professional before changing their caffeine intake.

The important lesson is simple: hojicha can be a lower-caffeine choice in certain comparisons, but it is not caffeine-free.

Does hojicha have health benefits?

Hojicha is a tea, not a medicine. It contains naturally occurring tea compounds, although roasting changes the chemical composition of the tea and reduces some catechins. Research into roasted green tea has examined aroma compounds, catechins and other chemical characteristics. However, this does not establish that drinking hojicha produces specific medical benefits.

It would therefore be misleading to claim that hojicha cures digestive problems, guarantees better sleep, or provides a specific health outcome. Its strongest everyday appeal is its flavour, versatility and the possibility of enjoying a tea-based drink with less caffeine than coffee. That is already a meaningful reason to appreciate it.

9. Authentic Japanese Hojicha vs Cheap Imitations: What Should You Buy?

As an unfamiliar food becomes fashionable, the market usually fills with products of varying quality. Some are carefully produced teas. Others are sweetened instant powders, flavoured beverage mixes or products that use only a small amount of hojicha for flavour. This does not automatically make the cheaper products bad. They simply serve a different purpose. However, anyone interested in experiencing authentic hojicha should understand what to look for.

Check the ingredients

A genuine hojicha tea product should identify roasted tea as its principal ingredient. For loose-leaf tea, look for roasted Japanese green tea leaves or stems. For pure hojicha powder, check that the product is actually made from ground roasted tea. An instant hojicha latte mix may contain additional ingredients such as:

• Sugar.
• Milk powder.
• Creamer.
• Flavourings.
• Sweeteners.
• Stabilising ingredients.

These products can be convenient, but they should not be confused with pure roasted tea powder.

Look at the origin

Japan has several recognised tea-producing areas. Depending on the product, you may encounter teas associated with:

• Kyoto and Uji: Particularly recognised for their Japanese tea traditions and a variety of premium teas.
• Shizuoka: A major Japanese tea-producing region with a wide range of tea varieties and processing traditions.
• Ishikawa and Kanazawa: Associated with regional roasted stem teas, including Kaga bōcha.

A product identifying its growing region and producer gives consumers more information than a package that only says Japanese tea. However, Japanese origin alone does not guarantee superior quality. The starting material, freshness, roasting and storage also matter.

Understand the difference between powder and loose leaf

These two formats serve different purposes.

Product	Best use
Loose-leaf hojicha	Traditional hot and iced tea
Hojicha powder	Lattes, baking and desserts
Instant hojicha mix	Convenient sweet drinks
Hojicha syrup	Café beverages and flavouring

If you want to make a latte similar to those served in specialist cafés, pure hojicha powder is generally the best choice. If you want to understand the tea itself, start with loose leaves.

Does darker hojicha mean better quality?

No. A darker colour may indicate a stronger roast, but it does not automatically indicate a more premium product. Some producers deliberately create lighter roasts to preserve a more delicate flavour. Others prefer a deep roast that produces a stronger toasted aroma. The right choice depends on personal taste. A good hojicha should have a pleasant roasted aroma without an unpleasant burnt aftertaste.

How should you store it?

Hojicha should be stored in an airtight container in a cool, dry place away from sunlight and strong odours. Avoid leaving the packet open near spices, coffee or other strongly scented ingredients. Once opened, follow the producer's storage instructions and avoid buying more than you can reasonably use within a few months. This is particularly important for powdered products, which have a relatively large exposed surface area and can lose aroma more quickly.

10. Can Hojicha Become the Next Matcha?

This is probably the biggest commercial question surrounding the trend. Matcha has become much more than a drink. It is now an ingredient, a visual identity and a product category. Its distinctive colour makes it instantly recognisable. It appears in beverages, desserts and packaged foods. Can hojicha achieve something similar? Possibly, but there are important differences.

Hojicha has the advantage of an established market

Matcha has already introduced millions of consumers to Japanese tea. People understand the basic idea of a Japanese tea latte. They know what tea powder is and have probably tried matcha in some form. Hojicha can benefit from this existing awareness. A customer who enjoys matcha but wants something different may be interested in trying a roasted version. This reduces the amount of education required by cafés and manufacturers.

Its flavour is commercially flexible

Hojicha has a major advantage in product development. Its roasted flavour works with ingredients already familiar to international consumers. Consider the possibilities:

• Hojicha and vanilla.
• Hojicha and dark chocolate.
• Hojicha and caramel.
• Hojicha and brown sugar.
• Hojicha and almond.
• Hojicha and coconut.
• Hojicha and banana.

These combinations make it easier to introduce the tea through familiar desserts and drinks. A customer who does not normally order Japanese tea might still try a hojicha chocolate cake.

Its colour is both an advantage and a limitation

Matcha's bright green colour is a powerful marketing asset. It makes drinks immediately recognisable in photographs and videos. Hojicha does not have the same visual advantage. Its brown colour can look elegant and attractive, but it does not communicate the same visual novelty. On the other hand, brown is already associated with coffee, chocolate, caramel and baked desserts. That familiarity may make hojicha less intimidating to some consumers.

The market is still small

Datassential's research puts hojicha on fewer than 1% of US restaurant menus, compared with a much larger share for matcha. Matcha's position reflects years of expansion, investment and consumer education. Hojicha is still at an earlier stage. This difference is important. A 45% increase from a small starting point does not mean a product is already mainstream. Hojicha has demonstrated momentum, but it still needs broader distribution, reliable supply and repeat purchases.

The most realistic future: the two teas coexist

The strongest possibility is not that hojicha replaces matcha. It is that both become established products with different roles. Matcha offers a bright, grassy, concentrated tea experience. Hojicha offers a warm, roasted and more mellow flavour. A café could serve both, just as a coffee shop offers espresso and cold brew without expecting one to replace the other. That may ultimately be the most sustainable commercial future for hojicha.

11. How to Make a Perfect Hojicha Latte at Home

You do not need professional café equipment to enjoy hojicha. A small amount of good-quality powder, hot water and milk is enough to make a satisfying drink. The secret is getting the concentration right.

One common mistake is using too much milk with too little tea. The drink then becomes little more than warm milk with a faint tea flavour. Another mistake is adding too much sugar, which can hide the tea's natural character. The following recipe uses a café-style preparation based on published hojicha latte proportions from the Japan Hojicha Association.

Ingredients for one cup

• 2.5 g pure hojicha powder.
• 20 ml hot water.
• 150 ml milk of your choice.
• 1 teaspoon sugar or another sweetener (optional).
• A small amount of additional hojicha powder for decoration (optional).

Step 1: Prepare the tea concentrate

Place the hojicha powder into a small bowl. Add approximately 20 ml of hot water. Whisk until the powder is fully incorporated and the mixture becomes smooth. A traditional bamboo whisk works well, but a small electric milk frother can also do the job. Avoid leaving dry lumps in the mixture.

Step 2: Add your sweetener

If you enjoy a sweeter latte, add a small amount of sugar or honey. Brown sugar is particularly suitable because it complements the toasted flavour. However, try the drink with very little sweetener first. You may discover that the tea already has enough flavour without needing much additional sweetness.

Step 3: Heat the milk

Warm approximately 150 ml of milk. For a hot latte, aim for a comfortably hot temperature rather than boiling it. A temperature around 55–65°C is a useful starting point for a creamy milk texture. If you have a milk frother, create a light foam. You do not need an enormous amount of foam. The goal is a smooth, creamy texture that allows the tea flavour to come through.

Step 4: Combine everything

Pour the tea concentrate into your favourite cup. Slowly add the warmed milk. Stir gently if necessary, or pour carefully to create a layered appearance. Finish with a small dusting of hojicha powder. Your homemade hojicha latte is ready.

How to make an iced hojicha latte

For the iced version, prepare the same tea concentrate. Then:

1. Fill a glass with ice.
2. Add approximately 150 ml of cold milk.
3. Pour the hojicha concentrate over the milk.
4. Stir or leave the layers visible.
5. Add a small amount of sweetener if desired.

The result is a refreshing drink with the roasted character of hojicha.

Alternative: Make it using loose-leaf tea

You can also prepare a latte without powder. One published Japanese bōcha latte recipe uses 18 g of roasted stem tea with 320 ml of boiling water. This creates a more tea-forward drink, with a much smaller proportion of milk than many powder-based recipes. For a first attempt, follow the producer's brewing instructions and adjust the strength according to taste.

Five mistakes to avoid

1. Using too little tea
The roasted flavour can disappear when diluted with too much milk.

2. Using too much sugar
A hojicha latte should not taste like ordinary caramel milk.

3. Using boiling milk
Excessive heating can negatively affect the texture and flavour of your drink.

4. Buying the wrong powder
An instant sweetened mix may not produce the same result as pure hojicha powder.

5. Ignoring the quality of the tea
Good preparation cannot completely compensate for stale or poorly roasted ingredients.

12. The Future of Japanese Tea in Global Food Culture

Hojicha's growing popularity is part of a wider change in international food culture. Consumers are increasingly interested in ingredients that offer something different from familiar supermarket products. Japanese tea is particularly well positioned because it has a long history, established production traditions and a variety of flavours that can be adapted to modern food businesses. But hojicha is only one part of that story.

Beyond matcha: discovering other Japanese teas

International consumers are becoming more familiar with different Japanese tea categories. Some examples include:

• Sencha: A widely consumed Japanese green tea with a fresh, characteristic green-tea flavour.
• Gyokuro: A carefully cultivated shade-grown tea known for its rich umami character.
• Genmaicha: Green tea blended with roasted rice.
• Kukicha: Tea made primarily from stems and stalks.
• Hojicha: Roasted green tea with its distinctive toasted aroma.

These products offer different experiences. The Japanese Ministry of Agriculture, Forestry and Fisheries recognises hojicha as one of the varieties of Japanese tea. This diversity gives cafés and food manufacturers opportunities to develop products beyond the familiar matcha latte.

Will hojicha become a permanent café menu item?

There are reasons to think it could. Its flavour works in both hot and cold beverages. It can be prepared using powder or loose leaves. Importantly, it can appeal to customers who want an alternative to coffee without necessarily wanting a strong green-tea flavour. However, permanent adoption will depend on several practical issues.

• Supply consistency: Cafés need reliable access to quality roasted tea.
• Consumer education: Many customers still do not know what hojicha is.
• Price: Premium Japanese tea can be expensive, especially when imported.
• Preparation: Businesses need to train staff to prepare the drink consistently.
• Repeat purchases: A product cannot survive on social media attention alone.

These are ordinary commercial challenges, but they will determine whether hojicha becomes a lasting menu item or a passing trend.

What about sustainability?

The traditional practice of using different tea leaves and stems creates opportunities to make use of material that might otherwise be discarded. However, it would be inaccurate to describe every hojicha product as sustainable simply because it uses stems. Its environmental impact depends on agricultural practices, processing energy, packaging, transport and other factors. Roasting also requires energy, and premium imported tea can involve considerable transportation. As international demand increases, transparency about growing regions and production practices will become more important.

Could hojicha become popular in Morocco?

There is an interesting opportunity here. Morocco already has a strong everyday tea culture, particularly around green tea prepared with mint. That means consumers are not unfamiliar with tea as an important part of daily social life. Hojicha would nevertheless offer something different. Rather than replacing traditional Moroccan mint tea, it could introduce another category: a roasted tea with a warm, toasted flavour.

Specialty cafés in Marrakech, Casablanca and other cities could experiment with small seasonal menus. For example:

• Hot hojicha latte with milk.
• Iced hojicha latte.
• Hojicha with vanilla.
• Hojicha chocolate dessert.
• Hojicha cheesecake.

These would be new café experiences rather than alternatives to traditional Moroccan tea. Whether local consumers embrace them would depend on pricing, availability and the quality of the products. For businesses, testing one or two drinks before investing in a large product range would be a sensible approach.

The bigger opportunity is flavour discovery

Perhaps the most important development is not hojicha itself, but what it represents. For a long time, international interest in Japanese tea was concentrated around a relatively small number of products, mainly matcha and sencha. Now consumers are beginning to explore more of the category. That creates opportunities for tea producers, specialist cafés, bakeries and food manufacturers. Hojicha may be the current flavour attracting attention, but other Japanese teas could follow a similar path. The future of the category may therefore be broader than one fashionable latte.

Frequently Asked Questions About Hojicha

1. What exactly is hojicha?

Hojicha is a Japanese green tea made by roasting tea leaves or stems at high temperatures. The roasting changes its colour, aroma and flavour, giving it a warm, toasted character that is very different from ordinary green tea.

2. How do you pronounce hojicha?

It is pronounced approximately hoh-JEE-cha. Its Japanese name is ほうじ茶.

3. Is hojicha the same as matcha?

No. Both originate from the same tea plant, but their production methods are different. Matcha is made from shade-grown leaves that are steamed, dried and ground into a fine powder. Hojicha is made by roasting tea leaves or stems.

4. Does hojicha contain caffeine?

Yes. It contains caffeine, although a standard serving of brewed hojicha generally contains less than a bowl of matcha prepared in the traditional way. A 150 ml cup of brewed hojicha contains approximately 30 mg of caffeine under Japanese food-composition reference conditions.

5. Is hojicha healthier than coffee?

There is no universal answer. Hojicha and coffee have different chemical compositions, caffeine levels and preparation methods. Hojicha is a tea, not a medicine, and it should not be presented as a health treatment.

6. Can I drink hojicha every day?

Many people enjoy hojicha as an everyday beverage. However, it still contains caffeine, so the amount you drink should be considered, especially if you are sensitive to caffeine or drink several cups a day.

7. Does hojicha taste like coffee?

Not exactly. Its roasted aroma can remind people of coffee, nuts and caramel, but its flavour remains that of a tea. It is generally milder and less bitter than coffee.

8. What is the difference between hojicha powder and loose-leaf hojicha?

Loose-leaf hojicha is normally steeped in hot water, after which the leaves are removed. Powdered hojicha is ground roasted tea that can be whisked with water, mixed with milk for lattes, or used in baking and desserts.

9. Can hojicha be used in baking?

Yes. Hojicha powder can be used in cakes, cookies, cheesecakes, ice cream, chocolate and other desserts. The amount needs to be tested for each recipe, because too much can make a cake taste dry or excessively roasted.

10. Is hojicha suitable for people who dislike matcha?

It may be. Its flavour is less grassy and generally more toasted, nutty and mellow. People who dislike matcha's grassy or intense flavour often find hojicha more approachable.

11. Can hojicha be served cold?

Absolutely. It can be brewed and chilled, mixed with milk, served over ice or incorporated into cold desserts and drinks.

12. Is hojicha the next matcha?

It has the potential to become a significant international café ingredient, but it is too early to say whether it will match matcha's scale. The most realistic future is that both teas coexist, with matcha offering a bright, grassy experience and hojicha offering a warm, roasted one.

Conclusion: A Different Kind of Japanese Tea Revolution

Hojicha is an interesting reminder that food trends do not always begin with something completely new. Sometimes, an existing product simply finds a new audience.

For generations, roasted green tea has been part of everyday Japanese tea culture. Its appeal was never about novelty or bright colour. It offered something simpler: a warm aroma, a mellow flavour and a versatile way to enjoy tea.

In 2026, those qualities are finding a new audience. The rise in global searches, growing café adoption and experimentation with desserts suggest that hojicha has moved beyond specialist tea shops.

Its roasted character makes it suitable for lattes, ice cream, cakes, chocolate and countless other applications. But it is important to keep expectations realistic. Hojicha is not yet as widely recognised as matcha, and its caffeine content is sometimes exaggerated in popular descriptions.

Perhaps the best way to understand its potential is not to ask whether it will replace matcha. Instead, consider what happens when international consumers discover that Japanese tea has more than one flavour. Matcha brings the freshness of green tea. Hojicha brings the warmth of roasting. Both have a place at the café counter. And for a drink that has spent generations quietly occupying Japanese teacups, hojicha's new international attention feels like a well-deserved moment in the spotlight.

Sources and Further Reading

The following sources provide background on hojicha's production, scientific properties, caffeine content, café trends and recipes.

1. Japan Hojicha Association — Frequently Asked Questions: Definition, production, differences between hojicha and matcha, and preparation.
2. Japan Hojicha Association — Published Caffeine Values: Japanese food-composition data and measured caffeine values for hojicha and matcha.
3. Datassential — Why This Roasted Japanese Tea Is a Trend to Watch: Consumer interest, menu penetration and projected growth.
4. BeverageDaily — What Is Hojicha and Can It Overtake Matcha's Popularity?: August 28, 2026. Search interest and café trends.
5. Tatler Asia — Is Hojicha the New Matcha?: International café, bakery and dessert developments.
6. Japan Hojicha Association — Hojicha Latte at Home: Published café and home recipes, ingredient ratios and preparation.
7. Japan Society for Bioscience, Biotechnology, and Agrochemistry — Aroma of Roasted Green Tea (Hojicha): 1973 study of aroma compounds, including pyrazines.
8. Japan Ministry of Agriculture, Forestry and Fisheries — Uji Tea: Japanese tea varieties, production and regional traditions.
9. Starbucks Japan — Hojicha & Classic Tea Latte: Official product information.
10. Suntory / Starbucks Chilled Cup — Hojicha & Tea Latte: Official Japanese product information.

THE JORNAL | Food, Drinks & Culture | November 6, 2026