Is Hojicha the Next Matcha? Japanese Tea Makes Its Mark on UK Menus

Is hojicha the next matcha The Japanese – When Ana Costa wandered through a London café this summer, she found herself at a crossroads. Coffee was out of the question, and while matcha lattes had long been her go-to, hojicha piqued her interest. This Japanese beverage, made from green tea, has been slowly gaining traction in the UK, now appearing in lattes, desserts, and even ice cream at select restaurants. Unlike matcha, which is often associated with its vibrant green hue and ceremonial roots, hojicha has a more subdued appearance and a flavor profile that’s distinctly different—nutty, earthy, and less bitter. Yet, its quiet rise has sparked curiosity among both tea enthusiasts and casual drinkers, raising the question: could hojicha be the next big trend?

At Koya, a London-based restaurant led by chef Shuko Oda, hojicha has always been a staple. However, the tea’s traditional form—unadulterated and served black—has evolved as it makes its way into mainstream cafés. “Hojicha is meant to be a versatile, earthy drink that works well with any meal,” Oda explains. “It’s not the flashy green tea that’s everywhere these days.” Despite this, she’s noticed a shift in how the tea is being presented. “Now, it’s showing up in milky lattes and desserts,” she says. “It’s been a subtle but steady transformation.” Oda’s own menu recently added hojicha ice cream, a nod to its growing appeal beyond the traditional Japanese tea culture.

Meanwhile, matcha’s dominance in the UK has been matched by hojicha’s ascent. At Jenki, a popular matcha chain, iced hojicha latte sales surged by 55% across its six London locations between January and April this year compared to the same period last year. Rashique Siddique, director of How Matcha, highlights the tea’s trajectory: “Hojicha feels like where matcha was two or three years ago—it’s moving from niche to mainstream quite quickly.” This trend is echoed by other cafés, such as Grind in east London, which introduced a black sesame hojicha variant this summer. Howey Gill, head of coffee at Grind, attributes the decision to the growing influence of Japanese food and drink trends in the UK. “Hojicha’s rich, roasted character fits well with the bold flavors we’re seeing in modern café offerings,” he notes. Yet, he admits the brown color of hojicha lacks the visual appeal of matcha’s bright green.

For Ana, 21, the hojicha latte from How Matcha—iced with oat milk and a splash of vanilla syrup—was a pleasant surprise. “It’s definitely less Instagrammable than matcha,” she acknowledges. “But the taste is what matters to me.” Her sentiment reflects a broader divide among consumers. While some embrace hojicha’s unique qualities, others remain skeptical. Anjani, 28, sips her matcha latte while lounging in the sun, declaring it “still very trendy.” Her friend Abeer, also 28, agrees but adds, “People drink it more for the vibes than the actual flavor.” This observation aligns with Mike Turner, founder of Bird & Blend, who points out that matcha’s popularity has led to a “sustained market” but warns of potential saturation. “The hype might die down as the novelty wears off,” he says. “Eventually, it’ll be about the quality, not the marketing.”

Yet, hojicha is proving to be a more adaptable player in the tea market. Unlike matcha, which is often tied to its ceremonial origins, hojicha’s milder nature allows it to blend seamlessly with a variety of ingredients. “It’s a drink that can be paired with sweet or savory elements without overpowering them,” Oda says. This flexibility has made it a favorite among cafes experimenting with fusion concepts. For instance, some restaurants now serve hojicha-infused desserts, a trend that’s gaining momentum as the tea’s popularity expands. Ana’s experience with How Matcha’s latte highlights this shift: “I’ve tried matcha before, but hojicha feels like a fresh alternative.” Her comment underscores the growing demand for options that balance trendiness with authenticity.

As hojicha’s presence in the UK grows, it’s also sparking conversations about the broader tea market. Nielsen IQ data reveals that matcha sales have skyrocketed, with the quantity of powdered matcha sold in UK supermarkets and convenience stores increasing over fourfold in the past year. This surge has led to a £9m spending spree on the drink alone over the last 12 months. However, other teas are not far behind. Kombucha, for example, has become a staple in some supermarket meal deals, while cold carbonated teas are seeing increased interest. Twinings, a long-standing tea brand, even diversified its product line in 2024 by launching sparkling fruity teas in cans, a move that has broadened its appeal to younger consumers.

Isabel MacNeaney, a barista at a Japanese café in London, has witnessed this evolution firsthand. “Some customers hesitate when they see hojicha on the menu without syrups or sweeteners,” she says. “They’re used to matcha being enhanced with flavors, so they’re surprised by its simplicity.” This skepticism is shared by others who’ve grown accustomed to matcha’s bold, sweetened versions. Liv Dyer, 31, prefers traditional drinks like coffee or English breakfast tea, calling matcha “gross” and comparing its taste to “a muddy puddle.” Her perspective highlights the divide between purists and those who prioritize aesthetic appeal over authenticity.

Despite this, hojicha’s journey mirrors matcha’s past trajectory, offering a glimpse into the future of specialty teas. “We’re seeing a similar pattern with hojicha,” Oda says. “It’s not just about the tea itself anymore—it’s about how it’s being used in creative ways.” This shift is evident in the way hojicha is now being incorporated into both mainstream and niche settings. From latte art to dessert toppings, its versatility is reshaping how it’s perceived in the UK. As more cafés experiment with hojicha, it’s likely to become a staple in the same way matcha once did. However, its success hinges on maintaining the essence of its roasted, nutty character while adapting to consumer preferences.

For now, the tea’s quiet ascent suggests a new wave of interest is on the horizon. While matcha may still dominate the spotlight, hojicha is carving its own path, proving that the UK’s love for unique and adventurous flavors is far from waning. Whether it will achieve the same level of ubiquity as matcha remains to be seen, but its growing presence in cafés and desserts indicates that it’s here to stay. As the market continues to evolve, one thing is certain: the demand for teas that offer both novelty and depth is expanding, and hojicha is positioned to meet that need.