Is Hojicha the Next Matcha? The Japanese Tea Making Its Mark on UK Menus

Is hojicha the next matcha The Japanese – In the heart of London, a new trend is unfolding in the world of tea. While matcha has long dominated specialty cafes, another Japanese beverage—hojicha—is quietly gaining ground. Ana Costa, a 21-year-old visitor, recently found herself intrigued by hojicha during a casual stop at a local café. Unlike matcha, which she usually opts for, hojicha presented a different experience. Made from green tea leaves that are roasted at high temperatures, hojicha offers a warm, nutty flavor and a smoother, less bitter profile. Its low caffeine content and earthy aroma have made it an appealing alternative for those seeking something beyond the traditional matcha latte.

From Niche to Mainstream

At chef Shuko Oda’s Koya restaurant, hojicha has been a staple for years, served in its purest form. “We’ve always brewed it as a dark, straightforward tea,” Oda explains. “It’s meant to be a versatile drink, suitable for any time of day, without the need for added sweetness or milk.” However, she notes that hojicha is now appearing in unexpected ways—particularly in milk-based lattes and desserts. This shift has led to a broader interest in the tea, with some cafes even offering hojicha ice cream. Oda acknowledges the trend but believes the core essence of hojicha remains unchanged.

“Hojicha feels like where matcha was two or three years ago,” says Rashique Siddique, director of How Matcha. “It’s moving from niche to mainstream quite quickly.”

The popularity of hojicha has been on the rise, especially in the UK. Jenki, a matcha-focused chain, reported a 55% increase in iced hojicha latte sales across its six London cafes from January to April 2024 compared to the same period the previous year. Meanwhile, How Matcha, a local brand, claims that hojicha latte sales have “grown significantly” in recent months. Siddique adds that the ratio of hojicha to matcha lattes sold has shifted, with the former now accounting for one or two cups for every five matcha orders.

Unexpected Twists in the Menu

The emergence of hojicha has also inspired creative menu items. This summer, Grind, an east London coffee roaster, made headlines by introducing a black sesame hojicha latte. Howey Gill, the head of coffee at Grind, cites a growing awareness of Japanese food and drink culture as the reason for the addition. “We’ve seen more demand for hojicha in recent months,” he says. “It’s a brown, robust tea with a unique character that complements other ingredients well.” Despite its appeal, Gill admits that hojicha’s muted color may not command the same attention as the vibrant green hue of matcha.

For Ana, the choice of hojicha was a departure from her usual routine. Her iced latte, made with oat milk and vanilla syrup, may not be as visually striking as matcha, but she appreciates the flavor. “It’s not about the Instagrammable aspect,” she says. “I like how it tastes, even if it doesn’t look like the usual specialty drink.” This sentiment reflects a broader consumer attitude: some are drawn to hojicha for its milder profile, while others are still captivated by matcha’s signature look and taste.

Changing Perceptions and Preferences

Not everyone is convinced by hojicha’s rise, though. For some, the beverage’s flavor is an acquired taste. Liv Dyer, a 31-year-old regular, prefers traditional options like coffee, English breakfast tea, or green tea. She describes hojicha as “tasting like a muddy puddle,” a comment that highlights the divide in consumer opinions. “I’ve tried to like it,” Dyer says. “But it’s just not for me.” Her perspective underscores the challenge of introducing a new tea to a market already saturated with trendy options.

“The drinks become less about the quality and taste of the matcha,” Ana says. “And more about highlighting unique flavor combinations.”

Isabel MacNeaney, a barista at a Japanese café in London, shares this concern. She notes that many customers initially gravitate toward hojicha because it’s a fresh alternative to matcha, but some grow hesitant when they learn the tea is served without syrups or sweeteners. “Some people truly do like matcha,” Isabel explains. “But for a lot of others, it’s all about the trend and the ability to customize the drink.” This trend has led to a dilution of hojicha’s traditional attributes, with some coffee shops blending it with flavors that may overshadow its natural profile.

Broader Trends in the Tea Market

While hojicha and matcha continue to capture attention, other tea varieties are also seeing growth. Nielsen IQ data reveals that sales of green tea, kombucha, and cold carbonated teas have risen sharply over the past year. This suggests a shift in consumer interest, with people exploring a wider range of options beyond the matcha craze. Twinings, a well-known UK tea brand, recently expanded into the sparkling fruit tea market with canned versions of its popular blends. Kombucha, too, has become more accessible, appearing in supermarket meal deals and casual retail outlets.

At Bird & Blend, a specialty tea shop, the lineup has evolved to reflect these changing tastes. Black tea, which now includes flavors like chocolate digestive and violet cream, is displayed alongside rooibos, chai, and matcha. Mike Turner, the founder, says matcha sales are “sustaining pretty well” but predicts the initial hype may ease as the novelty wears off. “There’s a lot of excitement around it, but it’s important to remember that tea is about more than just trends,” he adds.

The Future of Hojicha and Matcha

Despite its growing presence, hojicha still faces competition from matcha’s enduring appeal. Ana, who enjoys both teas, admits that matcha’s bold flavor and striking color make it a favorite. “I like the taste of matcha,” she says, “but I think a lot of UK coffee shops have warped it to be more trendy.” This phenomenon has led to a debate about authenticity in tea culture. While some customers embrace the innovation, others argue that the addition of syrups and sweeteners can mask the tea’s true character.

Yet, the rise of hojicha signals a new chapter in the tea industry. As more cafes and brands experiment with its versatility, the beverage is no longer confined to its traditional role. With its adaptability and milder flavor, hojicha may be the next big trend, much like matcha was a few years ago. Whether it will achieve the same level of popularity remains to be seen, but its increasing presence on menus suggests that it’s here to stay. As the UK tea market continues to diversify, consumers may find themselves drawn to the unique qualities of hojicha, just as they once embraced matcha’s distinctiveness.