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Copyright © 2025 Foodies Only
Copyright © 2025 Foodies Only
5 min
22/01/2026
Hojicha, a roasted green tea from Japan, is gaining popularity as a low-caffeine alternative to matcha. It has a unique combination of smoky and nutty flavours that can be used in both latte and dessert applications. In addition to being more palatable than matcha due to its mild flavour and energy profile, hojicha's more earthy properties provide additional ways to incorporate it into different recipes.
With every uptick in the popularity of a beverage comes the creation of an anti-movement. While the shift from niche ritual to mainstream use of matcha has occurred over the last several years, a general level of discomfort surrounding the bitterness, high caffeine content, and high price point of matcha has also increased among consumers. This discomfort has opened the door for consumers to start looking for alternatives, specifically hojicha, which has a toasty aroma and a softer flavour compared to matcha, and contains significantly less caffeine than matcha. This article explores whether hojicha will become the next trend in the tea market, particularly in café, dessert, and dairy drink segments, as well as what sensory experience of hojicha aligns with visitors' evolving preferences as consumers.
To make hojicha, green tea leaves (generally bancha or sencha) are roasted at a very high temperature. While roasting, the chemical profile of green tea is altered along with the flavour profile of green tea. Rather than being processed in a traditional manner, such as being stone-ground, hojicha is roasted, which results in a clear, reddish-brown colour. The addition of caramel, toast, and smoky flavours provides a very different experience from the grassiness of matcha. The roasting process also eliminates a significant amount of the bitterness found in green tea, thereby making hojicha a more approachable beverage for those consumers who may find matcha too strong for their palates.
The biggest advantage of hojicha is its naturally low caffeine level. Since roasting hojicha decreases the amount of caffeine in it, it is much gentler than matcha and regular green tea. Because of this, hojicha can be consumed in the evenings by those who prefer low-caffeine input, and by those who are focused on wellness. Beverage trends are shifting towards balance and calm energy rather than high-energy stimulation. Hojicha fits well into a beverage routine that values calmness over intensity.
In terms of flavour, hojicha is more closely associated with roasted coffee, toasted grains, and caramelised sugars as opposed to traditional green tea. This roasted/smoky depth is what allows it to be easily paired with milk, cream, and sugar—3 basic ingredients of café drinks and desserts. Another difference between hojicha and matcha is that while hojicha can be developed without a lot of work (due to its forgiving nature), it is easier to layer into desserts and drinks, making it appealing to both baristas and pastry cooks.
Hojicha lattes are already available on the menu of many speciality cafés as a new alternative to the caffeine-heavy matcha and chai lattes. The reason for their growing popularity is that they evoke comfort rather than exclusive novelty—all warm, nutty, and familiar with none of the boring overtones associated with matcha and chai lattes. Oat milk, dairy, and nut milks blend extremely well with the roasted/"grassy" hojicha flavour sensor. Cafés are seeking to diversify their menu offerings without causing their patrons to feel overwhelmed by the sheer number of beverage choices on the menu—hojicha provides a point of differentiation without adding any risk, particularly for afternoon and evening beverage experiences.
Hojicha's increasing popularity extends far beyond beverages; hojicha desserts, including cheesecakes, tiramisu cookies, and ice cream, have seen a surge in popularity. Hojicha's sweetness and smokiness complement sugar and fat without being overpowering. Where matcha may become bitter or lose its potency when exposed to heat during baking, hojicha retains a consistent roasting profile. Consequently, this makes hojicha valuable for use in professional kitchens, creating desserts primarily based around tea.
Hojicha's popularity can also be attributed to its association with softer flavours and mindfulness. Consumers tend to gravitate away from the maximums associated with health fads and hyper-functional beverages; instead, they are beginning to gravitate towards products that provide them with an element of emotional support. Hojicha's Japanese cultural background, along with its warm mouthfeel and multi-usage capability provide it with an optimal platform for widespread acceptance around the world — especially with people who are familiar with matcha and would prefer a milder alternative.
