You’re probably here because you’ve seen this trendy new drink called hōjicha pop up on your social media feeds and got curious what the fuzz is all about. So was I a few months ago, when I first heard about this up-and-coming competitor to matcha. Hōjicha for sure piqued my interest and I found myself in a rabbit hole, researching all about this roasted green tea that looks a lot like latte. So what is hōjicha? What does hōjicha taste like? Are there any health benefits? How does it compare to matcha? And why is everyone talking about it? Let’s take a look 👇
What is Hōjicha?
Hōjicha (hojicha or houjicha) is a type of Japanese green tea that has been roasted over high heat, giving the leaves a rich brown color and toasty aroma. Unlike matcha, which is made from shade-grown green tea leaves ground into a fine powder, hōjicha is typically made by roasting Bancha (late-season tea leaves) or kukicha (tea stems) over charcoal. This roasting process was first developed in 1920s Kyoto as a clever way to use leftover tea leaves, creating a new flavor that quickly became popular. Today, hōjicha is beloved in Japan as an everyday low-caffeine tea with a comforting taste.
One reason casual tea drinkers around the world keep seeing hōjicha pop up on social media is that it’s often described as “the new matcha.” This intriguing roasted tea, once considered a simple after-dinner drink in Japan, is now trending in cafes and on TikTok. In fact, the Financial Times recently claimed that hōjicha latte is the “summer’s buzziest order” in 2025 both the UK and US.
How Is Hōjicha Made?
To make hōjicha, producers start with ordinary green tea leaves (often using late harvest). The leaves are heated in a porcelain pot over charcoal or high flame until they roast. This roasting process gives hōjicha a toasty, nutty flavor and removes much of the tea’s bitterness and caffeine. The result is a tea that brews into a warm amber-brown liquor instead of green like matcha.
Hōjicha can be found as loose leaf tea (for brewing like any other tea) or ground into a fine hōjicha powder (for use in lattes and desserts, similar to how matcha powder is used).
Because the roasting occurs at high temperatures, caffeine content in hōjicha is significantly reduced. Most of the caffeine is literally burned off during processing. This makes hōjicha an amazing choice for those who are sensitive to caffeine or want to grab a sneaky tea in the evening without worrying about staying up. (More on caffeine and health benefits later.)
It’s interesting to note that hōjicha was historically a “commoner’s tea” in Japan. Many households drank hōjicha just because it was an affordable and low in caffeine drink to enjoy for the whole family. So while it’s trending worldwide now, hōjicha has a long history as a cozy comfort tea in Japan.
What Does Hōjicha Taste Like?
Hōjicha has a very different flavor from regular green tea or matcha. Because of the roasting, it has no grassy or bitter taste. Instead, it has a subtle, toasty and nutty flavor with some natural sweetness.
Many people say it smells like a campfire, roasted nuts, or even slightly like coffee or cocoa. But to me personally, it tastes very “earthy“. And whenever anyone’s asked me, I’ve made the comparison that if matcha to some tastes very “marine”, then hōjicha has the same vibe but is the “terrestrial” cousin. I’d even describe it as having some subtle notes of caramel, cocoa, or..how do i put it…caramelized dirt.
But, like with matcha, people seem to experience the flavor differently. For example, one of my friends described it as “roasted peanut skins” while another friend of mine thought it “tastes like malty buckwheat”. However, they universally agree that they absolutely love the flavor.
Overall, if you enjoy coffee, toasted barley tea, or genmaicha, there’s a good chance you’ll appreciate hōjicha. In fact, i saw one hojicha brand call it “a mild, nutty flavor profile similar to coffee but without the bitterness”.
Aroma and Aftertaste
While brewing a cup of hōjicha, you’ll surely notice the smoky, woody aroma. To me, it smells a little like campfire or burnt toast (in a good way). Because it’s still technically a green tea, you might catch a whiff of a slight oceanic or seaweed note.
The aftertaste of hojicha is clean and sweet. Good hojicha leaves a light sweet finish or a hint of caramel on your tongue. However, it doesn’t leave you with the “dry mouth feeling” that some green teas do. There’s very little bitterness or puckery feeling. Which makes it super easy to drink (even in large amounts ha) and not require any sweetener (though you can definitely add some).
Hōjicha vs Matcha: Is Hōjicha the “New Matcha”?
Both matcha and hōjicha come from the same plant (Camellia sinensis), but they differ in processing, flavor, and even how you use them. And given all the “move over, matcha” headlines, it’s inevitable to add a little comparison here.
Processing
Matcha uses young, shade-grown green tea leaves that are steamed and ground into a fine, vibrant green powder. Hōjicha typically uses later-season sun-grown leaves (or stems) that are roasted over high heat. It can be sold loose (most common) or ground into a brown powder. The roasting process is the key difference. Matcha is never roasted, which is why it stays green, while hōjicha’s roast turns it brown and removes bitterness
Flavor
Matcha has a strong umami, grassy flavor with some bitterness (especially if high grade), and a creamy mouthfeel when whisked.
Hōjicha has toasty, nutty, earthy flavors with natural sweetness and no bitterness. Where matcha is green and vegetal, hōjicha is mellow brown and aromatic. Some people who find matcha “grassy” or intense, actually find hōjicha more approachable.
Caffeine
This is a big one! Matcha is relatively high in caffeine because you consume the entire leaf powder. A serving (1 tsp) of matcha can have around 70mg caffeine (similar to coffee). Hōjicha, however, is very low in caffeine. The roasting reduces its caffeine to roughly 7–15mg per cup. This means hōjicha can be enjoyed later in the day or by those with caffeine sensitivity, whereas matcha (and coffee) are more of a morning or midday drink.
Both teas do contain L-theanine, an amino acid that promotes calm alertness, but matcha usually has more of it due to the high-quality leaves used.
Antioxidants and Nutrition
Because matcha involves consuming the whole leaf, it’s extremely high in antioxidants like catechins. In fact it’s one of the most antioxidant-rich “foods”. Hōjicha, by comparison, has fewer catechins because some are lost in roasting and because you typically steep and discard the leaves (if drinking loose leaf). That said, hojicha still retains a lot of green tea’s beneficial compounds, it has polyphenols, gallic acid, flavonoids, and so on. Hojicha offers many of matcha’s health benefits, but in a milder form, though strictly speaking matcha edges it out in antioxidant level.
If you’re drinking hojicha powder (for example, in a latte), you will consume the ground leaves, so you’ll get more nutrients than from steeped loose leaves (similar to how eating whole spinach gives more fiber than spinach tea, for example).
Uses
Matcha’s fine powder and aesthetic green color have made it popular in lattes, smoothies, and all kinds of desserts (from matcha lattes to cakes and ice cream). Hōjicha is now following suit. I’ve found more and more hōjicha lattes on cafe menus.
Hōjicha powder can be used in baking (hōjicha cookies?) and even in savory recipes. In Japan, hojicha ice cream and hojicha chocolate are pretty popular. Essentially, anything you can do with matcha, you can try with hōjicha. Just expect a tan or brown color and a toasty earthy flavor instead of bright green and seaweedy.
In summary, hōjicha isn’t here to replace matcha, but it complements it. Many people who fell in love with matcha’s health perks but not its taste are thrilled to discover hojicha as a smoother alternative. Both can exist amicably in your pantry. Matcha for when you want an energy boost and hojicha for a calming, cozy treat.
Health Benefits of Hōjicha
Part of hōjicha’s appeal is that it offers health benefits similar to green tea, but without the jitters or bitterness. Keep in mind that research specifically on “hōjicha” is limited, but since it’s made from green tea leaves, we can look at general green tea benefits:
- Low Caffeine, Gentle on the System: Hōjicha’s biggest benefit for many is that it’s extremely low in caffeine. A typical cup of brewed hojicha has around 7mg of caffeine (versus 40mg in brewed green tea, 70mg in matcha, or 95mg in coffee). It’s a great option for those who are caffeine-sensitive, pregnant, or looking to cut back.
- High in Antioxidants: Roasting does reduce some antioxidants (particularly catechins) compared to unroasted green tea. However, hojicha still retains plenty of beneficial compounds. It contains polyphenols, gallic acid, flavonoids, chlorophyll, vitamins C and B, etc, all of which have antioxidant and anti-inflammatory properties. These antioxidants help fight free radicals in the body, potentially supporting overall health and reducing inflammation. While matcha or regular green tea might have more catechins, hojicha still gives you a dose of tea goodness.
- Promotes Relaxation: Like other green teas, hojicha contains L-theanine, an amino acid that can have calming effects on the brain. L-theanine is known for promoting relaxation and improving focus without drowsiness. In fact, many people attribute the “calm but alert” feeling of tea (versus the jittery energy of coffee) to L-theanine. Hojicha has less L-theanine than shade-grown matcha or gyokuro, but it’s still present. There’s also a cultural aspect. Japanese tea culture emphasizes slowing down and being mindful, which can engage the parasympathetic nervous system to reduce stress.
- Possible Digestive Aid: Traditionally, hōjicha is served after meals in Japan. It’s thought to help cleanse the palate and aid digestion. While there isn’t hard scientific data on this, some believe the roasting process creates compounds that soothe the stomach. The low tannin content means it’s easy on the stomach lining (strong green tea or coffee can upset some people’s digestion). At the very least, sipping warm tea after a meal can stimulate digestion simply by hydrating and warming your digestive tract. If you’ve ever felt too full or bloated after eating sushi or a heavy meal, a cup of hojicha might feel comforting. It’s not a cure-all, but many people swear by it as a gentle digestive.
- Immune Support and Other Perks: Green tea antioxidants, in general, have been researched for supporting the immune system and even having anti-inflammatory, anti-cancer, or heart-health benefits. Hojicha’s antioxidants (like EGCG and gallic acid) may contribute to these effects. For example, studies on green tea suggest it can modulate immune function and reduce inflammation. While we can’t say hojicha is a superfood cure, drinking it in place of sugary drinks or as part of a healthy lifestyle is certainly a positive. It’s hydrating, virtually calorie-free (unless you add sweetener/milk), and offers some vitamins and minerals from the tea leaves.
Of course, standard disclaimer: while hojicha is healthy, it’s not a medicine. Enjoy it as a better-for-you beverage choice, but don’t expect it to perform miracles!
Why Is Hōjicha Trending on TikTok and Social Media?
If you feel like hōjicha is suddenly everywhere, you’re not imagining it. Over the past couple of years, hojicha has exploded in popularity outside Japan, particularly in North America. There are a few key reasons for this trend.
1. The “Next Matcha” Hype: Ever since matcha lattes became a staple in every hip café, people have been hunting for the next big thing in tea. Hojicha checks a lot of boxes. It’s authentic and culturally rich, yet new to most people outside of Japan. It has a unique flavor and it can be used in photogenic lattes and desserts. Of course, media outlets and influencers have seized on this narrative of “Is hojicha the new matcha?”. This kind of framing immediately piques interest, especially in those who like to stay ahead of trends. By early 2025, trend watchers were declaring hojicha lattes the drink of the summer and that buzz trickled down to social platforms.
2. TikTok and Instagram Virality: On TikTok, creators started posting hōjicha latte recipes, taste tests, and Starbucks copycats. The hashtag #hojicha (and the more community-driven #hojichatok) blew up and by mid-2025 #HojichaTok had over 300 million views. TikTok’s algorithm loves novel ingredients, especially those with a cultural story, and hojicha fit the bill.
3. Health and Wellness Angle: The timing was perfect, as more and more consumers are looking for coffee alternatives that are healthier and anxiety-free. Matcha paved the way by promising “calm energy”, now hojicha offers an even calmer option (essentially caffeine-free for many) that still feels like a treat (basically, matcha walked so that hojicha could run). The idea of a “cozy, antioxidant-rich latte you can drink at night” does sound very attractive. It aligns with trends like adaptogenic lattes, evening rituals, and stress relief. So, naturally, wellness influencers and nutrition blogs hopped on the trend to highlight hojicha’s benefits.
4. Versatility and Flavor: Hojicha’s flavor is unique. That nutty, roasted taste sets it apart from the usual vanilla or matcha offerings. It also pairs wonderfully with milk and sweets, which means lots of creative possibilities. On social media you’ll find recipes like hōjicha donuts, hojicha tiramisu, hojicha bubble tea, and more. The flavor is unique but satisfying, so it’s catching on in the dessert and cafe scene, with more and more tea/coffee shops in the U.S. and Europe offering hojicha milk tea. All this creativity feeds back into social media. People see a new hojicha dessert, snap a pic, and the trend grows.
5. Cultural Crossover: The fact that hojicha is Japanese adds to its “cool factor”. Just as sushi, ramen, and matcha became mainstream, hojicha is benefiting from the love of Japanese cuisine and culture. We’re seeing more Japanese tea shops and brands marketing hojicha internationally. Companies like Starbucks Japan launched Hojicha Frappuccinos years ago, and now U.S. cafes are picking up on the idea.
There’s also a bit of FOMO at play. If you’re into tea or coffee, you don’t want to miss out on trying the “authentic Japanese roasted tea” everyone is talking about.
How to Make Hōjicha
One great thing about hojicha is that it’s easy to prepare. Even easier than delicate green teas in many cases. You can enjoy it straight as a tea or get fancier with a hōjicha latte. Here are some tips for both:
How to Brew Loose-Leaf Hōjicha Tea
Brewing hojicha in its simplest form is like brewing any other loose leaf tea, with a couple of considerations:
- Water Temperature: Unlike green teas that prefer 175°F (80°C) water to avoid bitterness, hojicha’s roasted leaves are hardy. You can use boiling water (around 212°F/100°C) without scalding the tea. In fact, many recommend boiling water to really extract the roasted flavor. If you want to be gentle, around 194°F (90°C) is also fine, but generally, hojicha isn’t picky about water temp.
- Tea Amount: Use about 1 teaspoon of loose hojicha per cup (8oz) of water. Hojicha leaves can be leafy or twiggy, so if it’s very bulky, you might use a heaping teaspoon.
- Steeping Time: Hojicha infuses quickly. A typical steep is 30 seconds to 1 minute for the first brew. Yep, that’s all! Because the leaves are roasted, the tea draws out fast and can get strong if oversteeped (it won’t get bitter, but it can become very toasty). Start with a short infusion to get a fragrant amber liquor. You can then re-steep the same leaves 2–3 times, increasing the time slightly each round. Many Japanese drinkers will do three brews: 30 seconds, then 1 minute, then 2 minutes.
- Enjoy As-Is or Iced: You can drink hojicha hot, of course. It’s naturally a bit sweet and smooth, so try it straight first before adding anything. If you do like sweetener, a touch of honey or brown sugar complements the toasty flavor. Hojicha also makes a lovely iced tea. You can brew it double-strength hot and pour over ice, or do a cold brew (steep leaves in cold water in the fridge for a few hours) for an ultra-smooth cold drink. The cold version is super refreshing!
How to make Hōjicha Latte (Hot or Iced)
The hojicha latte is the rockstar of the hour on TikTok! It’s basically hojicha tea combined with milk, similar to a latte made with espresso or matcha. You can make it with hōjicha powder for the best result, but you can also do it with strong brewed loose tea.
Using Hojicha Powder: This is the easiest way. Hojicha powder is finely ground roasted tea leaves (similar to matcha). Many brands sell culinary-grade hojicha powder specifically for lattes. To make a hot hojicha latte:
- Mix the Powder: In a cup or bowl, put about 1-2 teaspoons of hojicha powder. Add a small amount of hot water (not boiling, ideally around 175°F/80°C), just a few tablespoons. Whisk it until it’s completely dissolved and there are no clumps. You can use a traditional bamboo whisk (chasen) or a milk frother or even just a spoon if that’s all you have. The goal is to make a smooth concentrated “hojicha shot.”
- Add Milk: Heat milk of your choice (about 6-8 ounces for a big mug). Dairy milk, oat milk, soy milk, almond – any will do, but I’ve found creamier milks (like oat or whole dairy milk) bring out the flavors best. Froth the milk if you want a nice texture. Then pour the hot milk into the cup with your whisked hojicha. Stir gently to combine. You’ll get a lovely tan-brown latte. Optional: sweeten to taste (many folks love adding a dash of maple syrup, it goes amazingly well with roasted flavors).
- Iced Hojicha Latte: For the iced version, you do almost the same, but you don’t heat the milk. Whisk the hojicha powder with cold or room-temp water to make the concentrate. Fill a glass with ice, pour in cold milk (again ~6–8 oz, leaving room). If you want it sweet, stir a sweetener into the milk or the hojicha concentrate (sugar dissolves better in warm water, so maybe mix a bit of sugar into the hojicha concentrate if using granulated sweetener, or use simple syrup). Then pour the whisked hojicha “shot” over the cold milk and ice. You can create a beautiful layered effect by pouring the tea concentrate over an ice cube or down the side of the glass, which keeps it floating atop the milk for a while.
Many TikTokers share variations of the iced hojicha latte. For example, adding a spoon of vanilla syrup or caramel for extra flavor, or using sweetened condensed milk for a dessert-like treat. A particularly popular twist is the strawberry hojicha latte, where you muddle some strawberries with sugar at the bottom of the glass for a pretty pink layer below the milk.
Another creative idea is a “Kyoto fog,” a play on the London Fog tea latte. Basically a hojicha latte with a bit of vanilla or lavender syrup.
If you don’t have hojicha powder, you can still approximate a latte using loose leaves. Brew a double- or triple-strength cup of hojicha (use more tea and less water, so it’s very strong), then strain and combine that with steamed/frothed milk. It won’t be quite as robust in flavor as using the powder (since the powder has the actual leaf content), but it’s still tasty, just on the lighter side.
Where to Buy Hōjicha in the US: Top Hōjicha Brands
While hojicha isn’t yet as ubiquitous as green tea or matcha, it’s become much easier to find, especially online. Here are three top hojicha brands that are highly talked-about and beloved by tea drinkers, all available in the US:
Ippodo Hojicha (Loose Leaf)
Ippodo is a historic tea company from Kyoto (over 300 years old) known for top-quality Japanese teas. Their hojicha is a lightly roasted bancha that has been a bestseller in Japan for decades. It’s deeply aromatic, with a slightly sweet, easy-going flavor. Tea aficionados often recommend Ippodo for a classic, authentic hojicha experience. You can find Ippodo’s hojicha on Amazon in a 100g bag.
Jade Leaf Organic Hojicha Powder (Latte Powder)
Jade Leaf is a popular US-based brand known for matcha, and they now offer an organic hojicha powder that’s ideal for lattes. It’s made from first-harvest Japanese green tea that’s roasted and ground, and crafted for a smooth, nutty flavor without bitterness. Each serving has only 5-10mg caffeine, so this is great for your afternoon or evening latte fix. Jade Leaf’s hojicha powder is USDA Organic and comes in a convenient resealable pouch. Because Jade Leaf is a well-known brand (their matcha is a #1 seller in the US), their hojicha is a reliable choice for quality and taste.
Sugimoto Hojicha (Loose Leaf or Tea Bags)
Sugimoto Tea is a family-owned Japanese tea producer with a US presence, often praised for balancing quality and value. Their hojicha is made from premium kukicha (roasted green tea stems), which gives it an extra toasty-sweet flavor. Sugimoto’s hojicha is available as loose leaf roasted kukicha (in 2 oz or even 1/2 lb packs for serious tea drinkers), and they also offer convenient hojicha tea bags. Sugimoto’s hojicha has a strong aroma and is authentic, yet affordable. If you’re looking for a daily-drinker hojicha or a starter option, this brand is a solid option.
If you prefer an in-person experience and live near a large city, check if there’s a Japanese grocery store (such as Mitsuwa, H Mart, or 99 Ranch). They often carry hojicha in tea bag form. Those tea bags are usually decent for a quick cup and very budget-friendly. Still, for the best flavor, make sure to choose loose leaf from a good source (or a quality powder for lattes).
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