Matcha has become almost impossible to ignore, but hojicha is still a little quieter — and I think that’s part of its appeal.
Hojicha is a roasted Japanese green tea, and that roasting process completely changes the flavour. Instead of the fresh, grassy character you might associate with green tea, you get something warmer, nuttier and more toasted, with an almost caramel-like depth.
That makes it incredibly good with milk.
A hojicha latte has a completely different personality to matcha. It is softer, more comforting and much less vegetal. For customers who are curious about Japanese tea but find matcha slightly intimidating, hojicha can be a brilliant entry point.
From a café point of view, it also gives you another genuinely interesting non-coffee latte without simply adding another flavoured syrup to the menu.
It works beautifully hot, it works iced, and I think it pairs especially well with oat milk.
I can see hojicha becoming a much bigger part of café menus because customers are actively looking for alternatives. They want something different, but they still want drinks that feel familiar enough to order without having to overthink it.
Hojicha sits right in that sweet spot.
Interesting, distinctive and easy to enjoy.