This Japanese green tea taking social media by storm, possessing health benefits (and a delicious taste) you won’t want to overlook.
The flat white walked so matcha could run — but now, wellness circles are turning their attention to a rising new type of tea: hojicha.
This centuries-old Japanese staple is suddenly everywhere, from TikTok FYPs to Starbucks menus in Tokyo.
“Hojicha feels like the natural next step,” says Dawid Stelmach, manager of Rin Matcha Bar. “People are curious about new flavours and looking for healthier alternatives to coffee, and hojicha delivers on both.
“It pairs beautifully with autumn fruits like figs and dates, caramel and spices, so I think you’ll be seeing it a lot more on cafe menus this season.”
Read more: Matcha addict-approved London spots to get your caffeine fix
What is hojicha?
Hojicha is a roasted Japanese green tea made from older tea leaves and stems, traditionally brewed loose-leaf but now often found in powder form for lattes and desserts.
Registered dietitian nutritionist Dr Kezia Joy, medical advisor at Welzo, explains:
“Matcha is derived from finely milled green tea leaves from shade-grown plants, making it bold and grassy. Hojicha is roasted and brewed as loose-leaf tea, creating a deep brown colour and a mellow flavour. The roasting process reduces the caffeine content, so hojicha may be a gentler option for those sensitive to caffeine.”
While matcha is vibrant, grassy and energising, hojicha is closer to the aroma of roasted nuts than freshly cut grass.
How do you pronounce hojicha?
Hojicha is pronounced “hoe-jee-chuh”.
The “ho” as in “home”, “jee” as in “jeans” and the “cha” is pronounced like the “cha” in “matcha”.
What does hojicha taste like?
If you’ve ever found green tea or matcha grassy and bitter, hojicha might be your match.
Claudia Boyer, co-founder of matcha brand Jenki, describes hojicha as “smoky and rich”, while Dr Keiza says: “Roasting changes the typical grassy flavour of green tea into a warm, nutty and slightly caramelised flavour. Roasting also eliminates bitterness, making hojicha calmer and softer on the palate than most teas.”
What are the health benefits of hojicha?
Like its cousin matcha, hojicha is antioxidant-rich, though slightly lower in concentration due to roasting. It still helps defend against oxidative stress and promote long-term health.
Key benefits include:
- Low caffeine: often compared to decaf coffee in caffeine levels.
- Relaxation without drowsiness: thanks to L-theanine, an amino acid known for calming effects.
- Gentle on digestion: lower acidity and reduced bitterness make it stomach-friendly.
“Hojicha is really the best of both worlds,” says Dawid. “Calming yet balancing.”
Read more: TikTok claims matcha can help with PCOS — experts respond to latest health trend
How can you drink hojicha?
The beauty of hojicha is its versatility. It can often be found served in these forms:
- Brewed hot with roasted leaves
- Hojicha lattes with oat or almond milk
- Sweet twists: Hojicha hot chocolate, hojicha ice cream, even hojicha-infused cakes and cookies
- Iced hojicha in summer, or a toasty latte before bed in winter
Dr Keiza recommends hojicha in the evening: “About a cup of hojicha has less caffeine than coffee, black tea or even matcha. The toasty scent and warm taste help you feel relaxed, making it the perfect drink to sip on while winding down before bedtime.”
Best cafes in London to try hojicha
Rin Matcha Bar: Richmond
Newly opened in summer 2025, this small but sweet cafe is found just off Richmond’s bustling high street.
Rin offers warming hojicha lattes, as well as a wide array of matcha drinks and matcha-infused treats.
Katsute100: Covent Garden, Brick Lane, Broadway Market, Angel
For an authentic, traditional vibe that transports you immediately from London to Japan, look no further than Katsute 100.
Expect hojicha lattes, hojicha flat whites and hojicha hot chocolates.
Jenki: Borough Market, Covent Garden, Spitalfields, Selfridges
Claudia says: “We’ve seen a big rise in the interest in hojicha as people seem to be loving the more complex and deep flavours of Japan.”
Riding the wave of this rising interest, Jenki will be expanding their hojicha offerings with an autumn special: Spiced Peach + Brown Sugar Cold Foam Hojicha.
It will be available in all Jenki bars from 9 October 2025.
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Where to buy hojicha in the UK
Keen to make your own hojicha latte or hot chocolate at home?
Ocha & Co. sell 100g bags of organic hojicha for just £18.95 a pack on Amazon. When using the recommended 2g serving, that equates to just 38p per drink.
Wellbeing marketplace healf stocks hojicha from Nami, sourced from Shizuoka in Japan. You can buy a 30g tub for £20.99.
Tesco also sells 20 sachets of hojicha tea bags for £3.79.
If matcha is your morning boost, think of hojicha as its softer, cosier evening counterpart — smoky, soothing and endlessly versatile.
Feature image: Jenki
