Key takeaways

• Surging world demand for matcha has strained conventional Japanese provide chains.
• Hojicha affords a nutty-flavoured, low caffeine different.
• Fashionable matcha focuses on aesthetics whereas hojicha emphasises consolation and familiarity.
• Specialty espresso outlets ought to prioritise transparency and high quality when sourcing each.

Matcha is all over the place. The vivid inexperienced powder, as soon as related nearly completely with Japanese tea ceremonies, now has a loyal world following, particularly amongst Gen Z. Its brilliant color images nicely and its purported well being advantages enchantment to wellness-minded customers. Matcha’s progress has been, by any measure, outstanding in scale.

However now, provide is struggling to maintain up. Japan, broadly thought of the world’s main producer of high-quality matcha, tripled its manufacturing between 2010 and 2023, however record-breaking heatwaves have hindered harvests.

True matcha manufacturing can also be a gradual and expert course of; the leaves, known as tencha, have to be shade-grown earlier than harvest, then stone-milled in small batches. Scaling this type of manufacturing to fulfill world demand that has grown quicker than most within the trade anticipated is sort of not possible. High quality in some segments of the market is subsequently slipping as consumers prioritise quantity over authenticity.

“We now have seen demand from abroad develop quicker within the final 5 years than within the earlier thirty,” says Aki Osawa, a third-generation tea exporter in Kyoto, Japan. “That is thrilling for Japanese tea tradition, nevertheless it additionally places monumental strain on producers who’re making an attempt to keep up requirements that took generations to develop.”

In opposition to this backdrop, one other Japanese tea has been gaining traction: hojicha. Roasted, low in caffeine, and outlined by heat, nutty flavours somewhat than grassy depth, it’s rising as a extra palatable, acquainted, and sustainable different to matcha.

You may additionally like our article on whether or not matcha has develop into the brand new espresso.

Hojicha vs. matcha: Totally different teas, totally different roles

Matcha and hojicha are each produced from inexperienced tea leaves, however their manufacturing strategies and sensory profiles differ considerably. Depth typically defines matcha: wealthy, grassy, umami flavours, vivid inexperienced color, and excessive caffeine ranges.

To provide hojicha, inexperienced tea leaves, usually bancha (late harvest leaves) or sencha, are roasted at excessive temperatures. Historically, the tea is roasted in a porcelain pot over charcoal at round 150°C (302°F) to supply a light-weight golden color.

This course of removes a lot of the caffeine and fully alters the flavour profile. The result’s a tea with caramelised, nutty, candy, and faintly smoky flavour notes, with not one of the grassy or bitter flavours we affiliate with inexperienced tea and matcha. 

Many individuals describe hojicha as comforting somewhat than energising, preferring to drink it within the evenings.

“Hojicha has all the time been a tea for on a regular basis life in Japan, which is why it’s discovering a broader viewers now,” says Aki. “We drink it throughout or after dinner, or serve it to kids and aged kin. In contrast to matcha, hojicha isn’t strictly a ceremonial tea, however it’s utilized in some Japanese Buddhist practices as an providing to ancestors.”

Accessibility is central to hojicha’s enchantment. Shoppers drawn to matcha for its vibrant color, however deterred by its flavour depth, typically discover hojicha a extra palatable entry level.

Will hojicha attain matcha’s stage of recognition?

Whereas it might not have the identical vivid inexperienced hue as matcha, hojicha’s candy, nutty flavour profile could possibly be a extra palatable different. In Western markets, hojicha is commonly served as iced or sizzling lattes, permitting customers to customize their drinks with flavourings, syrups, and chilly foam.

Nonetheless, evaluating the cultural trajectory of hojicha to the worldwide dominance of matcha could also be misguided. The 2 teas serve totally different shopper segments; matcha depends on aspirational narratives and a vivid inexperienced aesthetic, each well-suited to social media, and on its caffeine increase with out the related crash.

In distinction, hojicha attracts customers in additional refined methods. Individuals uncover it in a café or a Japanese restaurant with no visible spectacle or caffeine-driven utility.

“I don’t assume hojicha will develop into what matcha is; it’s not the appropriate ambition for it,” says Aki. “What I hope is that Western customers come to grasp hojicha the way in which Japanese individuals do: as one thing that’s merely all the time there for consolation.”

For specialty espresso outlets navigating a tightening provide of high-quality matcha, hojicha just isn’t a substitute, however an addition. For customers who discover matcha’s depth too robust, hojicha affords a extra acquainted different.

“The scarcity of matcha is tough for your complete provide chain,” Aki says. “But when it encourages individuals to look extra fastidiously on the full breadth of Japanese tea, then one thing good could have come from it. Hojicha deserves to be identified by itself phrases, not as the following matcha.”

What to search for when sourcing hojicha and matcha

Overlooking the addition of matcha and hojicha on menus is a mistake for a lot of espresso store homeowners right now. In Could 2025, Black Sheep Espresso reported a 227% year-on-year surge in iced beverage gross sales following the addition of matcha lattes and lemonades. Clean Avenue additionally rebranded round matcha final 12 months, dropping “Espresso” from its title, dialling again its color scheme to a matcha-latte hue, and focusing extra on the range of its non-coffee choices.

For matcha, the alerts to search for embody harvest timing, cultivar transparency, and color and aroma. A boring, yellowish-green powder, as an example, is a sign of decrease high quality and flavour. Phrases like “ceremonial grade” and “culinary grade” can be deceptive, as Japan doesn’t recognise these high quality requirements. As a substitute, matcha is graded by the point of 12 months it’s harvested, in addition to its color, scent, cultivar or mix, and flavour.

With hojicha, the leaf materials issues: stem-heavy hojicha tastes totally different from leaf-based merchandise. Roast stage is crucial; too gentle and the tea retains grassiness, too darkish and it tastes ashy. Freshness can also be extra time-sensitive than many consumers realise, as roasted teas age quicker than steamed teas. If a café makes use of hojicha powder, a rough, bitter-tasting powder is an indication of poor processing.

“One factor I inform each café purchaser who contacts us is ask questions,” says Aki. “Ask the place the leaves come from, after they have been harvested, how they have been processed, and who made them. If a provider can’t reply these questions, that tells you what it’s good to know.”

Hojicha recipes

To organize a light-weight roast hojicha tea, add 8g of leaves to a teapot or infuser. Pour 240ml of water, heated to 80°C (175°F), over the hojicha in a round movement. The leaves ought to steep for 30 seconds.

When utilizing hojicha powder, whisk one teaspoon into 60ml of 80°C (175°F) water, including sweetener if desired. To function a latte, baristas can pair it with roughly 200ml of steamed milk.

Shortages of Japanese matcha point out that custom and craft have limits. Hojicha affords another path ahead, one rooted in approachability and sustainability.

Whereas matcha typically conveys depth and aspiration, hojicha represents consolation and accessibility. In the end, there may be room for each in cafés, and maybe this steadiness is what’s wanted.

Loved this? Then learn our article on whether or not matcha is dropping its cultural id.

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