Is Hojicha Becoming the Next Big Japanese Tea Trend?

Matcha has become one of the defining ingredients of the global food and beverage scene, appearing everywhere from lattes and pastries to ice cream and cocktails. Now, another Japanese tea is beginning to attract attention: hojicha.

Unlike matcha, which is made from powdered green tea leaves, hojicha is a roasted Japanese green tea. The roasting process gives it a distinctive brown colour and a deeper flavour, often described as nutty, toasted and slightly smoky. It also generally contains less caffeine than matcha, adding to its appeal among consumers looking for gentler alternatives.

Its growing presence is particularly noticeable in cafés and dessert menus, where hojicha is being used in lattes, soft-serve, cakes, cookies and other contemporary creations. Restaurants and beverage brands are also experimenting with it as a flavour rather than treating it simply as a traditional tea.

For the gastronomy industry, the appeal may lie in hojicha's ability to offer something familiar but less saturated. Matcha's global popularity has created an increasingly crowded market, while hojicha still feels relatively distinctive to many consumers outside Japan.

Whether it becomes the “next matcha” remains uncertain. But its expansion demonstrates a broader shift in global gastronomy: consumers are increasingly interested in regional ingredients that can be transformed into modern food and beverage experiences.