Why hojicha is becoming increasingly popular with cafés and Japanese tea lovers
Hojicha is becoming increasingly popular with cafés, pastry businesses and Japanese tea enthusiasts because its profile is very different from matcha. Roasting develops warm notes that can recall hazelnut, caramel, toasted cereals or cocoa, with many possibilities in drinks and desserts.
In short
Hojicha is roasted Japanese tea. Its appeal comes mainly from its toasted flavour, versatility and ability to work equally well on its own, in lattes, pastry, ice cream or seasonal creations.
What is hojicha?
Hojicha is roasted Japanese tea. Roasting transforms its aromatic profile and clearly distinguishes it from more vegetal green teas.
Depending on the tea and roasting level, the profile can suggest hazelnut, caramel, toasted cereals, cocoa or lightly toasted wood. These notes come from the roasting process rather than added flavouring.
Why is hojicha popular in cafés?
For a coffee shop, hojicha adds a Japanese tea drink with an identity distinct from matcha. Its roasted profile pairs naturally with milk, vanilla, caramel and chocolate.
- hot hojicha latte;
- iced hojicha latte;
- hojicha with vanilla or caramel;
- seasonal drinks;
- milk-free creations.
Hojicha and matcha: complementary profiles
| Criterion | Matcha | Hojicha |
|---|---|---|
| Main profile | Vegetal, umami | Roasted, gourmand |
| Colour | Green | Brown to amber |
| Pairings | Milk, white chocolate, fruit, citrus | Caramel, chocolate, hazelnut, vanilla, pear |
| Uses | Water, latte, pastry | Infusion, latte, pastry, desserts |
They therefore do not serve exactly the same purpose. For a venue, offering both can create two clearly different Japanese tea experiences.
How to prepare leaf hojicha
For an infusion, start with the instructions for the tea you are using. A common approach is a few grams of leaves in hot water, then adjust time, temperature and quantity according to taste.
The ideal settings depend on the leaves and roasting, so tasting and adjusting is more useful than applying one universal rule.
What about a hojicha latte?
When hojicha is available as a fine powder, a professional testing range can start around 2 to 3 g per drink, with roughly 30 to 40 ml of water followed by 150 to 180 ml of milk. The final dose depends on product intensity, milk volume and the desired profile.
For professional service, the main goal is to standardise the recipe so every team member produces the same result.
Hojicha in pastry
The roasted profile works particularly well in ganache, creams, ice cream, biscuits, mousses and chocolate desserts. It can also pair with caramel, hazelnut, sesame, pear and citrus.
In pastry, develop the dose in the final recipe because sugar, fat, chocolate and baking can all change perceived intensity.
Does hojicha contain caffeine?
Yes. As a tea, hojicha naturally contains caffeine. The amount can vary with the raw material, proportion of leaves and stems, preparation and quantity used. It is therefore better to avoid absolute comparisons unless product-specific data is available.
How to choose good Japanese hojicha
- Origin: favour clearly documented Japanese origin.
- Aromatic profile: choose the roast according to the intended use.
- Freshness: look for a clean aroma without stale notes.
- Traceability: especially important for professional use.
- Consistency: test the product in the final recipe and check that it remains stable between orders.
Maison Yume hojicha
Maison Yume works directly with a family farm in Yame, Fukuoka Prefecture, Japan.
Our hojicha from Yame has a roasted profile with hazelnut and caramel notes, suitable for simple tasting as well as lattes and pastry applications.
Discover hojicha from Yame
A roasted Japanese tea with a gourmand profile, sourced directly in Yame.
For professional applications, see our guide to hojicha for cafés, restaurants and pastry businesses.
FAQ
What does hojicha taste like?
Its profile is mainly roasted, with notes that can recall hazelnut, caramel, toasted cereals or cocoa depending on the product.
Can you make a hojicha latte?
Yes. Hojicha, particularly as a fine powder, works very well in hot and iced lattes.
Does hojicha contain caffeine?
Yes. The amount varies according to the tea and preparation.
What is the difference between matcha and hojicha?
Matcha is powdered tencha with a generally vegetal and umami profile. Hojicha is roasted Japanese tea with a more toasted, gourmand profile.
