Is Hojicha The New Matcha?

Why It Matters

The shift toward hojicha reflects a broader consumer demand for low‑caffeine, health‑forward beverages, opening new growth avenues for cafés and ready‑to‑drink brands.

Key Takeaways

• Global search interest in “hojicha” up 54.6% since early 2025.
• “Hojicha latte” searches surged 173%, indicating strong consumer curiosity.
• One cup (250 ml) of hojicha contains ~7.7 mg caffeine, far less than matcha.
• Cafés in UK and Japan add hojicha lattes to attract low‑caffeine seekers.
• Roasting creates antioxidants and L‑theanine, offering stress‑relief benefits.

Pulse Analysis

The tea landscape has been dominated by matcha’s vibrant rise, but the emergence of hojicha signals a nuanced evolution. Originating in 1920s Kyoto as a way to extend the life of unsold leaves, the roasted variant delivers a toasty, caramel‑like profile that contrasts sharply with matcha’s grassy intensity. Data from Google Trends underscores this shift, with a 54.6% increase in global searches for “hojicha” and a 173% surge for “hojicha latte” since early 2025, suggesting that consumers are actively seeking alternatives that combine familiar green‑tea benefits with a smoother palate.

Beyond flavor, hojicha’s health credentials are reshaping its appeal. A standard 250 ml serving contains roughly 7.7 mg of caffeine—about one‑tenth of matcha and a fraction of coffee’s 95 mg—making it suitable for afternoon or evening consumption without the jitters. The roasting process preserves catechins and polyphenols while generating compounds that are gentler on the stomach, and the tea remains rich in L‑theanine, a neurochemical linked to reduced stress and improved mood. These attributes position hojicha as a low‑caffeine, antioxidant‑rich option that aligns with the wellness‑focused choices driving today’s beverage market.

For the food‑service sector, hojicha presents a fresh revenue stream. UK cafés such as Farmer J are already experimenting with hojicha‑maple iced lattes, while Japanese chains like Starbucks Japan feature it alongside traditional offerings. The drink’s compatibility with milk, vanilla, and seasonal spices expands menu versatility, and its lower caffeine content opens possibilities for ready‑to‑drink bottled versions aimed at health‑conscious consumers. Analysts predict that as the trend matures, hojicha could capture a meaningful share of the $30 billion global specialty tea market, prompting brands to invest in sourcing, roasting expertise, and innovative product formats.