Hojicha Gains Popularity Amid the Growing Demand for Functional Beverages

Hojicha, a traditional Japanese roasted tea, is witnessing a notable rise in popularity internationally. According to recent reports, global search interest for 'hojicha' has increased by 55% since early 2025, while searches for 'hojicha latte' have surged over 170%. This trend mirrors the increasing consumer shift towards functional beverages that offer alternative, low-caffeine options.

The tea is made by roasting green tea leaves, resulting in a unique flavor profile distinct from the typical grassy notes associated with green tea. Instead, hojicha offers a nutty, smoky, and sometimes caramel-like taste. This flavor profile, combined with its low caffeine content, appeals to consumers looking for healthier beverage options.

Richard Smith, owner of The Kent & Sussex Tea & Coffee Co, notes that hojicha has a flavor character that sits between tea and coffee, making it versatile for various culinary applications. The tea's roasting process enhances its appeal, pairing it well with milk, cream, chocolate, caramel, and nutty flavors.

This versatility has seen hojicha being incorporated into various products beyond traditional tea, including iced lattes, soft serve, cakes, pastries, and other desserts. The trend follows a similar path to matcha, which has also expanded from a beverage to being a flavoring in diverse culinary products.

Experts from the food and beverage industry, like Kitty Lu from HungryPanda and Chris Randles from JPL, attribute hojicha's expanding presence to cultural convergence and the evolving tastes of global consumers. These developments indicate a growing interest in Japanese tea culture and an openness to integrating Asian flavors into mainstream diets. Lu points out that hojicha, rather than replacing matcha, represents an expanding category of functional drinks that cater to a broader audience seeking new and diverse flavor experiences.

Hojicha's growing popularity is evidenced by increased incorporation in beverage menus and consumer product innovations. Despite matcha's enduring appeal, the burgeoning interest in hojicha underscores a broader trend towards embracing varied Asian flavors within global food culture, allowing both beverages to coexist and thrive in the market.