The Rise Of Hojicha In The UK

Hojicha tea.

Authentic Japanese hojicha (image from Hojicha Co.).

We've all seen the way that matcha has taken over the UK over recent years, but now it seems like there's a new kind of tea on the rise. Hojicha is a Japanese green tea that's roasted at 150°C in a porcelain pot over charcoal, making it unique from other teas which are usually steamed. This process prevents oxidation, resulting in a rich, sweet and nutty taste.

There are a few key differences between hojicha and matcha, most noticeably the colour. This newcomer is swapping a bright green look for a light golden colour, and the aroma is different too - it's less grassy and more earthy smelling.

Another key contrast, and a reason why people may be turning to hojicha more, is that it's lower in caffeine. It's got around 0.13 g of caffeine for every 100g, compared to matcha's 3.2g.

But is it likely that this hot new drink will overtake matcha in popularity? While it's early days, and matcha is still very much loved by the British population, there are some signs that it may be replaced. There has been a shortage of matcha over the last year due to high demand, with many suppliers having to put their prices up as a result. This has made it difficult for cafes and coffee shops to keep up, and for that reason, hojicha could be the answer to all our prayers.

Some businesses have noticed a shift in consumer habits as well. An example of this is Café Mama & Sons in North London, who have recently released a new hojicha series celebrating pan-Asian flavours. Their owner Omar told DesignMyNight: “We’ve seen a steady increase in interest over the last couple of months. At first people were just curious, but now they understand what hojicha is, we’re seeing customers bypass matcha and coffee altogether. Once they try it, they tend to come back for it.”

It's a likely candidate for going viral too, as if there's one thing we love in the UK, it's a new Japanese treat. From mochi to katsu curries and strawberry sandos, it seems like there's a new Japanese-inspired trend every month. And with searches for "hojicha powder" steadily increasing, we may be on the verge of a new Instagram-worthy drink.

It seems like there's a lot to love about hojicha, and customers are certainly opting for it more often these days. But recreating the virality of aesthetic matcha drinks will be a challenge, and only time will tell if this is the UK's new Japanese craze for 2026.