Could hojicha become as popular as matcha? The Japanese tea gaining menu presence
Could hojicha become a mainstream favourite like matcha? This Japanese tea, known for its distinctive nutty flavour and low caffeine content, is increasingly appearing on menus across the UK. From lattes to ice cream, hojicha is gaining attention as a versatile alternative to the more widely known matcha.
Hojicha’s growing presence in UK cafes
Hojicha is a green tea that is dry-roasted at high temperatures, giving it a brown colour and a less bitter taste compared to traditional green tea. It has been a staple in Japanese cuisine, typically served without milk or sweeteners. Chef Shuko Oda of London’s Koya restaurant notes that hojicha is traditionally a clear, brown tea enjoyed any time of day.
Recently, hojicha has been appearing more frequently in milky lattes and desserts. Oda introduced hojicha ice cream to her restaurant’s menu earlier this year. At Jenki, a matcha-focused chain in London, iced hojicha latte sales increased by 55% in early 2024 compared to the previous year. Rashique Siddique, director of How Matcha, reports significant growth in hojicha latte sales, now accounting for about one or two cups sold for every five matcha lattes.
East London coffee roasters Grind added a black sesame hojicha drink to their menu this summer, reflecting growing interest in Japanese tea trends. Head of coffee Howey Gill acknowledges that while hojicha’s brown colour is less visually striking than matcha’s bright green, the flavour is attracting attention.
Comparing hojicha and matcha popularity
Matcha remains very popular in the UK, with bright green drinks commonly seen in town centres and even available at major chains like Greggs. Sales of powdered matcha have grown more than fourfold in the past year, reaching nearly £9 million in supermarket and convenience store sales.
However, some consumers find matcha’s flavour challenging. Barista Isabel MacNeaney explains that many customers prefer matcha with syrups or sweeteners to mask its bitterness, while others simply do not enjoy the taste. Ana Costa, a 21-year-old customer, appreciates hojicha’s flavour and finds it less “Instagrammable” than matcha but more enjoyable without excessive syrups.
Tea specialist Mike Turner of Bird & Blend notes that while matcha sales remain strong, the hype may diminish as the novelty fades. Meanwhile, other teas such as chai, kombucha, and sparkling fruity teas are also growing in popularity, reflecting a broader diversification of tea preferences.
Tea trends and the future of hojicha
Alongside hojicha and matcha, other tea varieties are gaining interest. Chai, especially the spiced Indian karak chai, is becoming more popular, with some cafes selling hundreds of thousands of cups monthly. Additionally, drinks made with ube and South American mate tea are emerging as potential new trends.
While no one expects hojicha to explode in popularity to the same extent as matcha, its increasing presence on menus and in consumer choices suggests it is moving from niche to mainstream. The rise of the sober-curious movement and interest in functional beverages are contributing to a dynamic and evolving tea market.
As Mike Turner puts it, “It’s an exciting time for tea.”