Hojicha: The Roasted Tea Trend Taking UK Cafés by Storm

10th Jan '26 - UKTIA

The UK café culture has long been dominated by coffee and, more recently, matcha. But a new trend is quietly brewing. Hojicha, a roasted Japanese green tea, is making waves as a comforting, wellness-focused alternative that’s winning hearts across the UK.

Why Hojicha? Unlike matcha’s vibrant green and grassy notes, Hojicha offers a warm, nutty, caramel-like flavour profile thanks to its roasted tea leaves. This unique taste, combined with its lower caffeine content, makes it an appealing choice for those seeking balance and calm. It’s a tea that feels indulgent yet gentle.

From Matcha to Hojicha: Exploring Japanese Flavours The matcha boom introduced UK consumers to the elegance and wellness appeal of Japanese tea culture. Now, many are eager to explore more authentic Japanese flavours, and Hojicha is the natural next step. Its roasted depth offers a completely different sensory experience, less grassy, toastier and caramel-like, making it a refreshing alternative for adventurous tea lovers.

The Rise of the Hojicha Latte The star of this trend is undoubtedly the Hojicha latte. Its earthy aroma and soothing flavour have positioned it as a major tea trend in UK cafés, praised for being:

• Comforting and versatile – ideal for cozy moments.
• Wellness-oriented – aligning with the growing demand for mindful, health-conscious choices.
• Visually appealing – its warm brown tones stand out in a sea of green matcha and vibrant coffee art.

Perfect Pairings: Sweet Treats from Japan Hojicha’s mellow, roasted notes pair beautifully with traditional Japanese sweets like Daifuku, which is a soft and chewy mochi (a traditional Japanese cake made from steamed rice) filled with sweet red bean paste. This pairing creates a harmonious balance of textures and flavours, elevating the café experience and appealing to those seeking authentic Japanese indulgence.

Beyond the Cup Hojicha’s versatility extends far beyond lattes. Cafés and dessert makers are experimenting with Hojicha-infused ice creams, smoothies, and baked goods, adding depth and sophistication to their menus. This adaptability makes it a staple for cafés looking to diversify beyond coffee and cater to adventurous, wellness-driven consumers.

Why It’s Here to Stay The surge in popularity isn’t just a passing fad. Hojicha’s rich aroma, calming qualities, and creative potential make it a sustainable addition to the UK café scene. As consumers continue to seek comfort, authenticity, and health-conscious options, Hojicha is perfectly positioned to deliver.

Have you tried a Hojicha latte yet? If so, what did you think? If not, it might be time to explore this roasted delight your next favourite café ritual could be waiting in a warm, nutty cup.