Why Are Matcha and Hojicha so Popular?

From speciality cafés in London to contemporary tea bars around the world, Japanese green teas are reshaping the way we enjoy our daily drinks. Matcha has become a familiar favourite, while Hojicha is gaining attention for its smooth, roasted character and comforting flavour. As consumers seek new tastes, wellness-inspired rituals and alternatives to coffee, what is driving the global fascination with these two Japanese teas?

The Global Rise of Japanese Green Tea

Japanese tea has long been appreciated for its craftsmanship, distinctive flavours and cultural heritage. Today, it has found a new audience through modern café culture.

Matcha has led this transformation. Its vibrant green colour, rich umami flavour and versatility have made it a favourite in lattes, iced drinks and desserts. Its association with wellness and mindful rituals has further contributed to its international appeal.

Hojicha is now gaining recognition alongside Matcha. Traditionally produced by roasting Japanese green tea leaves or stems, it offers a mellow, nutty flavour with notes of caramel and toasted grains. With its smooth, mellow flavour, it offers a pleasant alternative for coffee drinkers and those who find traditional green teas too vegetal.

Rather than competing, the two teas offer different experiences, encouraging consumers to explore the diversity of Japanese tea.

 

Google Trends: The Growing Interest in Hojicha

The rise of Hojicha is becoming increasingly visible in online searches. Google Trends data highlights the growing interest in Hojicha as an emerging alternative to Matcha across key international markets.

In 2025, searches for ‘Hojicha’ increased by 130% in the UK and 90% in the US, with further growth of 80% and 30%, respectively, in 2026. The UAE also experienced a particularly sharp rise in search interest, although this may partly reflect a relatively low starting point.

Interest in ‘Hojicha latte’ followed a similar pattern, with an exceptional surge in UK searches in 2025, followed by a further 550% increase in 2026. 

By comparison, 'Matcha' demonstrated more moderate growth, with searches increasing by 20% in both the UK and US in 2026, while declining by 10% in the UAE.

These findings suggest that Hojicha is gaining momentum, particularly in the UK, where sustained growth in search activity indicates increasing consumer awareness.

These figures reflect growing curiosity around roasted Japanese green tea, particularly in its creamy latte form. Although Matcha remains the more established international favourite, Hojicha is attracting attention as consumers discover its distinctive flavour and versatility.

 

How Matcha and Hojicha Are Transforming Café Culture

From Traditional Tea to Modern Lattes

The popularity of Japanese tea has been closely linked to the evolution of speciality café menus.

Matcha is now widely enjoyed beyond its traditional preparation, appearing in iced lattes, strawberry Matcha drinks and creative seasonal recipes.

Hojicha offers a different experience. Its roasted, caramel-like notes complement milk beautifully, making it particularly suited to smooth, creamy lattes, whether served hot or iced.

 

Why Cafés Should Offer Both Matcha and Hojicha

Offering both teas allows cafés to cater to different tastes, preferences and moments throughout the day.

Matcha, with its fresh vegetal notes and more pronounced caffeine presence, offers an invigorating choice for a busy morning or an afternoon of focus.

Hojicha, with its smooth roasted flavour and generally lower caffeine content, lends itself to slower moments, from a relaxed afternoon break to a comforting latte on a chilly day.

Both are versatile enough for hot and iced drinks, allowing cafés to create distinctive recipes and seasonal offerings.

Together, they provide a broader tea experience, appealing to both established Matcha enthusiasts and customers looking to discover something new.

 

Why Is Gen Z Embracing Japanese Tea?

Wellness, Personalisation and Everyday Rituals

For younger consumers, a drink is increasingly about more than flavour. Preparation, presentation and the experience surrounding it have become part of everyday rituals.

Research reported by BeverageDaily found that 39% of UK Gen Z respondents had replaced their usual morning tea or coffee with a functional beverage, compared with 22% of UK adults overall. This category included Matcha, herbal teas and other wellness-oriented drinks, rather than Hojicha specifically.

Matcha has benefited from this shift, with its vibrant colour and versatility making it particularly popular in visually appealing, personalised drinks.

Hojicha is beginning to find its place within the same culture, offering warm brown tones, a distinctive roasted flavour and an alternative to more familiar café choices.

The Influence of Social Media

Social media has helped transform tea preparation into a lifestyle ritual.

From carefully whisked Matcha to layered iced lattes, the visual appeal of Japanese tea has encouraged consumers to experiment with recipes at home and discover new drinks in cafés.

Hojicha offers a fresh perspective on this trend. Its roasted flavour, creamy texture when prepared with milk and versatility in both hot and cold recipes provide opportunities for creative preparation.

For younger tea drinkers, the appeal lies not only in the finished drink but also in the pleasure of preparing and personalising it.

 

Why Is Hojicha Becoming So Popular?

Several factors are contributing to the growing interest in Hojicha.

A Familiar, Comforting Flavour

Unlike the grassy, umami-rich character of Matcha, Hojicha offers notes of toasted nuts, caramel and subtle cocoa.

Its smooth, rounded flavour makes it approachable for those discovering Japanese tea for the first time, particularly coffee lovers who enjoy roasted aromas.

A Gentler Caffeine Alternative

Hojicha contains less caffeine than Matcha when traditionally brewed, although levels vary depending on the leaves, serving size and preparation.

This makes it appealing to consumers seeking a less stimulating tea for an afternoon break or a slower moment during the day.

Versatility Beyond the Teacup

Hojicha is no longer enjoyed exclusively as a traditional infusion.

Its roasted character lends itself to creamy lattes, iced drinks, desserts and baked creations. From a warm Hojicha latte on a cool afternoon to an iced version during summer, it offers possibilities throughout the year.

A New Appreciation for Japanese Tea

Matcha's international success has introduced many consumers to Japanese green tea, encouraging curiosity about other varieties and traditional production methods.

Hojicha benefits from this growing interest while offering its own distinctive character and history.

Its growing popularity suggests a shift in consumer preferences towards natural, high-quality ingredients, traditional production methods and innovative ways of experiencing tea.

• Natural, high-quality ingredients: Consumers are becoming more interested in products with recognisable ingredients and clear origins.

• Traditional craftsmanship: Hojicha's distinctive roasting process highlights the techniques and expertise involved in Japanese tea production.

• Modern interpretations of traditional tea: Products such as Hojicha lattes introduce traditional Japanese tea to new audiences through familiar café-style drinks.

The Future of Matcha and Hojicha

The growing international interest in Matcha and Hojicha reflects an evolution in tea culture.

Consumers are discovering that Japanese green tea can offer far more than one flavour or preparation. From the vibrant intensity of Matcha to the mellow warmth of Hojicha, each provides a different way to enjoy tea.

For cafés, this creates opportunities to introduce new flavours, develop seasonal menus and offer customers more choice. For tea lovers, it opens the door to exploring Japanese tea traditions through contemporary rituals.

Rather than replacing one another, Matcha and Hojicha are shaping a more diverse and exciting future for Japanese tea.

Discover Japanese Tea with Newby

Explore the distinctive flavours of Japanese green tea, from vibrant Ceremonial Matcha and smooth Latte Matcha Powder to the rich, roasted notes of Hojicha Powder. Discover the grassy, umami character of Gyokuro. Whether enjoyed traditionally or as a creamy latte, find your perfect tea for every moment of the day.