Hojicha tea: the gentle trend alongside matcha
Hojicha tea is a roasted Japanese green tea with a warm, nutty flavor and a remarkably low caffeine content. While matcha dominated the tea world for years, hojicha is now rapidly conquering tea houses, coffee bars, and wellness concepts. This gentle, accessible tea is the ideal alternative for those who find regular green tea sometimes too grassy or too intense. Below you can read what hojicha is exactly, how it tastes, why it is becoming so popular, and how to prepare it yourself.
What is hojicha tea?
Hojicha (also spelled hōjicha) is a Japanese green tea that is roasted after harvesting instead of just steamed. This roasting gives the tea a warm, brown color, a nutty aroma, and a low caffeine content. This makes hojicha softer and more accessible than classic green tea or matcha.
The tea originated in Kyoto in the 1920s, when a tea merchant began roasting unsold tea leaves and stems to prevent waste and extend shelf life. What started as a clever way to utilize residual streams grew into a full-fledged tea variety with its own character.
Curious? Discover our loose hojicha tea and experience for yourself why this Japanese classic is becoming so popular.
How does hojicha taste?
Those who taste hojicha for the first time immediately notice that this tea is different from classic green tea. The typical bitter or grassy notes are almost absent and give way to a warm, roasted profile.
Typical flavor notes include:
- Roasted nuts
- Caramel
- Cocoa
- Roasted wood
- A slight smokiness
It is precisely because of this mildness that hojicha is often appreciated by people who find regular green tea or matcha too intense. The roasted aromas even remind some tasters of coffee.
Why is hojicha so popular?
1. Less caffeine
One of the biggest reasons for hojicha's popularity is its low caffeine content. Due to roasting, the tea contains less caffeine than matcha and most other green teas.
This makes hojicha ideal:
- In the afternoon
- After dinner
- For people who are sensitive to caffeine
- As an alternative to coffee
Looking for more soothing teas? Check out our collection of herbal teas.
2. A gentle, accessible taste
Not everyone likes the distinct umami flavor of matcha or the vegetal notes of green tea. Hojicha offers a much gentler experience. The roasted aromas often make coffee drinkers quickly become fans of this tea.
3. Perfect for relaxation
Due to its low caffeine content, many people choose hojicha as a moment of rest in their day. In Japan, the tea is traditionally also often drunk after meals.
Is hojicha healthier than regular green tea?
Hojicha is made from the same tea plant (Camellia sinensis) as other green teas and still contains antioxidants and natural plant compounds. Roasting does change part of the tea's flavor and compound profile.
Important to know:
- Hojicha contains antioxidants
- Hojicha contains less caffeine than many other teas
- Hojicha is low in calories
- Hojicha is a gentle choice for those who find green tea sometimes too strong
Want to discover more within the world of Japanese tea? Take a look at our green teas.
Hojicha vs matcha: what's the difference?
| Characteristic | Hojicha | Matcha |
|---|---|---|
| Color | Brown | Bright green |
| Flavor | Roasted, nutty | Umami, grassy |
| Caffeine | Low | High |
| Best time | Afternoon or evening | Morning or forenoon |
| Preparation | Infusion of leaves | Powder that is whisked |
Although both teas come from Japan, they offer a totally different experience. Matcha provides energy and focus, while hojicha is rather known for its gentle, warming character. Many tea lovers therefore do not see the two as competitors, but as teas for a different time of day.
Why is hojicha a trend now?
Global interest in Japanese tea is growing strongly, and hojicha is benefiting greatly from this. According to Google Trends, search interest in 'hojicha' rose by 54.6% since the beginning of 2025, while searches for 'hojicha latte' even increased by 173%. The global hojicha market is estimated at $2.1 billion and is expected to grow to $3.9 billion by 2034, with Europe and North America as the main growth drivers (Data Intelo, via FoodNavigator).
This rise is also related to a global matcha shortage. Because the demand for matcha is growing faster than Japan can produce, more and more consumers and hospitality businesses are looking for a more accessible alternative. Hojicha also fits perfectly with trends such as slow living, mindfulness, and conscious enjoyment.
At Earthly, we see hojicha as much more than a passing hype. The tea aligns with a broader shift: people are looking for conscious enjoyment, less caffeine, and authentic flavors with a story. That's why hojicha deserves a permanent place alongside matcha, not as a substitute, but as a softer alternative for a different time of day.
Are you a fan of unique flavor profiles? Then also discover our collection of oolong tea and white tea.
How to prepare loose hojicha tea?
- Use 2 to 3 grams of loose tea per cup.
- Heat water to approximately 90°C.
- Let steep for 1 to 2 minutes.
- Enjoy the warm roasted aromas.
Hojicha can often be re-infused multiple times without much loss of flavor. Are you using a tea strainer or teapot? Then also check out our tea accessories for the perfect preparation.
Where to buy quality hojicha?
At Earthly, you will find authentic loose hojicha tea with the typical gentle, roasted character for which this Japanese classic is known.
Hojicha is worth discovering for those who love:
- Green tea without a grassy taste
- An alternative to coffee
- A warm evening tea
- The latest tea trends
Frequently asked questions about hojicha
Does hojicha contain caffeine?
Yes, hojicha contains caffeine, but significantly less than coffee, matcha, and most green teas. The roasting process lowers the caffeine content. As a result, hojicha is often chosen as an evening tea, when you don't want to consume too much caffeine.
Is hojicha green tea?
Yes, hojicha is made from the same tea plant (Camellia sinensis) as other green teas. The difference lies in the processing: the leaves are roasted after harvesting instead of just steamed. This gives hojicha its brown color and roasted taste.
Can you drink hojicha in the evening?
Yes, due to its lower caffeine content, many people choose hojicha as an evening tea. In Japan, the tea is traditionally often drunk after meals. Those who are very sensitive to caffeine should preferably not drink it just before bedtime.
What tastes better: matcha or hojicha?
That depends on your preference. If you like powerful, vegetal flavors with a lot of umami, matcha is a better fit. If you are looking for a gentle, roasted, and slightly nutty tea for a quiet moment, then hojicha is often the favorite. Many tea lovers drink both.
What is a hojicha latte?
A hojicha latte is a hot or iced drink made from brewed or powdered hojicha with frothed milk. Due to its roasted, slightly caramel-like taste, the result resembles a coffee latte, but with much less caffeine. It is a popular entry point for new tea drinkers.
Discover our hojicha tea
Hojicha is the gentle, roasted tea trend of the moment: low caffeine, a warm taste, and perfect for a quiet moment in your day. Would you like to get acquainted with this popular Japanese tea yourself? Then check out our Hojicha Tea and taste why more and more tea lovers are choosing this roasted flavor experience.
