If matcha is the main character of the wellness world, hojicha is the mysterious underrated side character who I feel is gearing up to steal the show!
At my Honey & Sunshine stall on Torquay High Street, I can guarantee you that at least once a day I hear something along the lines of:
“Hoji… what?”
And I actually love that reaction, because it means I get to introduce people to one of my new favourite drinks!!! What makes hojicha rather exciting is that most people have never heard of it before (even customers who drink matcha regularly are often completely unfamiliar with it). And here’s the surprising part:
If you love matcha, you should try hojicha…but if you don’t like matcha, you should probably try hojicha even more…
So, what is hojicha?
Hojicha is a Japanese green tea but, unlike matcha, the tea leaves (such as Bancha & some Sencha types) are roasted after they have been harvested. And this roasting process changes everything…
Instead of the bright green, grassy flavour associated with matcha, hojicha becomes:
- Nutty
- Toasted
- Slightly smokey
- Smooth
<< This is the powder I use for my hojicha lattes which has a gorgeous caramel-brown colour (usually the first clue that this is a completely different experience from matcha).
Perfect Ted describe their hojicha as:
Smooth, roasted Japanese green tea with a naturally sweet, nutty flavour. Low in caffeine and rich in antioxidants – perfect for calming lattes, baking, or evening relaxation.
A teeny tiny bit of history
Hojicha was first created in Kyoto, Japan, in the early 20th century. Tea merchants began roasting green tea leaves over charcoal as a way to make use of the parts of the plants that may otherwise have been less desirable.
What started as a practical idea turned into a beloved everyday drink across Japan.
Hojicha Co. say this:
“Hojicha is more popular than ever in Japan. Today, consumers can choose between a wide variety of roasted green teas made from Bancha, Sencha, and Kukicha. Since 2016, new hojicha flavored products have been introduced to the market. From ready-made drinks to frozen desserts, hojicha is taking over stores across Japan.”
If you’d like to learn more about the tea’s fascinating origins I recommend Kametani-tea or Hojicha Co.
Why is hojicha suddenly becoming popular?
The wellness world is slowly discovering that not everyone wants a drink that tastes like fresh green tea leaves.
Some people want something that feels more like:
- a cosy café latte
- a warm hug in a cup
- late summer evenings in drink form
As matcha became mainstream, curious tea drinkers started looking for something a little different, and hojicha has begun appearing in specialty cafés and wellness spaces for exactly that reason.
It feels familiar and comforting, even if you’ve never heard the name before.
The benefits of drinking hojicha
Again, I’m not claiming miracles, but there are some lovely reasons to choose it.
1. Lower caffeine
Because the tea is roasted, hojicha is naturally lower in caffeine levels than matcha. That makes it a brilliant option for:
- after lunch pick-me-ups
- evening café vibes
- people who are sensitive to caffeine
- anyone trying to reduce their coffee intake without giving up the ritual of a latte
2. Good for the gut
Many customers tell me that hojicha feels soothing rather than stimulating. It’s been linked to supporting one’s digestive health as the roasting process lowers the acidity levels too.
“In Japan, it is a common practice to enjoy a cup of Hojicha after a meal, both for its soothing properties and its ability to aid in digestion. This tradition extends to Japanese restaurants worldwide, where Hojicha is often served post-dinner, providing a warm, comforting end to the dining experience.”
It gives you the comfort of your daily routine drink without the buzzing or slightly-too-awake feeling that strong coffee can sometimes bring.
3. Surprisingly easy to drink
A lot of people try matcha and say that they struggle with the ‘grassy’ flavour. Hojicha doesn’t have that grassy intensity and feels much more earthy & grounded to me. Its roasted flavour profile is much closer to things people already enjoy, such as:
- roasted nuts
- toasted oats
- caramelised cereals
- light smokey coffee
Why buy a hojicha?
Hojicha is still relatively uncommon in England at the moment, and especially on the English Riviera! I’m pleased to be bringing something a little different to the area and whilst matcha is worth the hype (in my opinion), it’s always good to offer an alternative that doesn’t stray too far from it!
At Honey & Sunshine, I always use a high-quality roasted hojicha powder from Perfect Ted with a good ratio that ensures each cup contains a minimum of 2g of pure hojicha powder (1g-2g is recommended).
I generally recommend a hojicha is paired with creamy Alpro oat milk, which brings out the tea’s naturally toasted notes. I’ve spent some time experimenting with milk pairings, sweetness levels, and serving methods, and oat milk is the combination that consistently makes people’s eyes widen after the first sip.
And all drinks are made to order so they’re as fresh as can be at my Torquay High Street market stall!
Matcha lover? Deffo worth a try!
If you already enjoy matcha, hojicha offers a completely different mood. They don’t really taste similar at all in my onion though so mentally prepare yourself for that first. I love to think of matcha as sunrise and hojicha as golden hour <3
Don’t like matcha? This is especially for you.
I think hojicha deserves a chance from anyone who has tried matcha and thought:
- “It’s too earthy.”
- “It tastes too healthy.”
- “I wanted a latte, not a salad.”
Hojicha keeps the Japanese tea heritage and café-style wellness vibe while delivering a flavour that is much softer, toastier, and more comforting.
So, is hojicha worth trying?
Absolutely! It took me a few sips to really get used to it, and a few cups to truly fall in love with it. Now, if I’m honest, I actually prefer it to matcha (oh the drama!!)…
It’s one of those rare drinks that feels both interesting and comforting at the same time. It is unusual enough to be exciting, but familiar enough that you’ll probably want another sip immediately!!!
So if you’re curious about the drink with the funny name that nobody can pronounce on the first attempt, come and find me at Honey & Sunshine on Torquay High Street 🙂
You might just discover that your new favourite order isn’t matcha after all… it’s hojicha! 🍂☀️
Thank you so much for reading, you can find out plenty more about me & what I sell on my blog.
Olivia @ Honey & Sunshine xoxo
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