From Kyoto’s Streets to Global Cafés
Hojicha, the roasted Japanese green tea once seen as a simple household staple, has quietly become one of the fastest-growing tea trends around the world. Originally developed in Kyoto in the 1920s, hojicha was created when tea merchants roasted leftover bancha and kukicha leaves over charcoal. This process transformed the tea’s color from green to a rich amber and released a comforting aroma unlike anything else.
Fast forward to 2025, and hojicha has evolved from an everyday drink into a modern café essential. While matcha once dominated the spotlight as Japan’s signature export, the world is now turning its attention to hojicha, a tea that embodies calm, warmth, and sophistication in equal measure.
Why Hojicha Fits the Modern Mood
As global wellness and mindfulness trends grow, hojicha fits perfectly into this new lifestyle. Its low caffeine content makes it ideal for afternoon or evening enjoyment, while its roasted flavor satisfies coffee lovers looking for something gentler. Compared to matcha’s bright vegetal taste, hojicha delivers smooth, caramel-like notes that feel grounding and comforting.
In an age where overstimulation is common, the mellow, toasty flavor of hojicha represents balance and slow living. Many cafés now promote it as a relaxing alternative or a mindful moment in a cup.
The Powder Revolution: Hojicha Meets Modern Innovation
One of the biggest changes in hojicha’s global rise is the adaptation of hojicha powder. Traditionally, hojicha was brewed from loose leaves, but powdered hojicha has emerged to meet the same modern uses that matcha enjoys. This powdered form allows baristas, home cooks, and dessert creators to incorporate hojicha into lattes, smoothies, baked goods, ice creams, and even cocktails.
Powdered hojicha provides the roasted flavor in a more concentrated and convenient format. It can be whisked into milk for a creamy latte, folded into cake batter for subtle nuttiness, or dusted over desserts for an elegant finish. This versatility has accelerated its adoption in international cafés, dessert menus, and social media-driven culinary trends.
The Café Trend: From Japan to the World
Cafés from Tokyo to London and New York have introduced hojicha lattes, frappes, and cold brews. According to market data, hojicha-based drinks are growing steadily in global food and beverage launches, with a surge in products targeting health-conscious and design-savvy consumers.
In Japan, brands such as Nana’s Green Tea and The Matcha Tokyo have incorporated hojicha into their menus to appeal to younger demographics. Internationally, hojicha lattes are appearing alongside matcha drinks at major chains like Starbucks and boutique cafés from Seoul to Paris. The flavor’s deep brown tone also appeals to social media aesthetics, often featured in minimalist café photos emphasizing calm and simplicity.
Beyond the Cup: Hojicha in Modern Cuisine
Hojicha’s appeal extends beyond beverages. The roasted flavor pairs beautifully with milk, chocolate, and nuts, making it a favorite for desserts. Hojicha-flavored soft serves, puddings, and roll cakes are common across Japan, while international patisseries have started introducing hojicha tiramisu, macarons, and truffles.
Chefs are also experimenting with hojicha in savory dishes, such as sauces for grilled meats and spice blends. Its versatility and mild taste make it ideal for both traditional and modern culinary creations.
A Wellness-Driven Movement
Hojicha’s growing presence reflects a shift in how people view tea. Consumers are increasingly looking for beverages that support mental clarity and relaxation. The amino acid L-theanine, abundant in Japanese teas, provides calm focus without the jittery effects of coffee. Hojicha delivers this benefit in a warm, roasted format, appealing to wellness-conscious audiences.
Wellness cafés and boutique brands present hojicha as a drink that soothes the senses and encourages mindfulness. Its calming effect, paired with a visually appealing cup, has helped it become a lifestyle trend as much as a beverage.
The Rise of Slow Luxury
Luxury cafés and hotels are embracing hojicha as part of a “slow luxury” movement, where simplicity, craftsmanship, and tranquility define modern indulgence. Hojicha fits perfectly into this aesthetic: a humble tea that feels elevated because of its authenticity and understated charm.
It is featured in curated tea menus at upscale establishments and paired with fine desserts or wagashi. This association with luxury is reshaping the global perception of hojicha, positioning it as a drink that is both culturally authentic and modern.
The Future Looks Roasted
Hojicha is redefining what tea means for a new generation. Its powdered form allows it to be similar with matcha in modern applications, while its low caffeine, comforting flavor, and aesthetic appeal make it ideal for today’s wellness and café culture. From Kyoto tea shops to international cafés, hojicha has moved from humble beginnings to global trendsetter, blending tradition with innovation.