Forget matcha, there is a much more palatable drink taking cafés by storm. From Starbucks and Blank Street Coffee to your local café, just about everywhere is serving matcha these days. Even Greggs has dabbled with the Japanese green tea, introducing syrupy strawberry and vanilla iced matchas to its menu earlier this year. But if you are already looking for the next drink du jour, then you will want to stick to the tea section. That is because the next big thing in beverages is also a Japanese green tea, but one that tastes a little different. So it is time for matcha to move over, as hojicha is about to be your new obsession.
What Is Hojicha?
Joyce Maina, the director of tea at Bird & Blend Tea Co, which has more than 30 stores across the UK, explains: Hojicha is a type of tea made by roasting green tea over high heat to create a nutty, smooth and slightly sweet taste and texture. It is found in both leaf tea and powder versions, with the latter becoming most popular.
What Is the Difference Between Hojicha and Matcha?
According to Joyce, the two teas are very different, despite both originating from the same plant – Camellia sinensis. One of the biggest differences is the flavour – matcha has a bitter taste, while hojicha is milder. This is due to the way hojicha is processed in a porcelain pot over charcoal, at temperatures of up to 200°C. Its mild flavour appeals across the board, even to those who might find matcha an acquired taste, Joyce says. The roasting process also means hojicha contains less caffeine than matcha, which is another big selling point. Joyce points out that the time at which you should drink the teas will also vary, as hojicha is more relaxing, while matcha is energising. So it is probably better to opt for matcha in the morning, and swap it out for hojicha later in the day as you wind down.
How to Drink Hojicha
Traditionally, the tea is served black, with no added milk or sugar, and the leaves are simply steeped in hot water. However, as the drink’s popularity grows, people are experimenting with ways to serve it, with hojicha lattes cropping up on menus across the UK. To make this, hojicha powder is whisked with hot water, then added to either hot or iced milk. However, places like Bird & Blend are also mixing the tea into lemonade and crafting different flavoured tea powders, such as cookie-flavoured hojicha. And it is not just used in drinks; much like matcha and other types of tea, you can expect to see hojicha cropping up in baked goods and desserts like ice cream.
Why Is Hojicha Growing in Popularity?
Bird & Blend has experienced a 53% growth in hojicha sales in the past 12 months, and outside of the UK, it is gaining a lot of attention too. Vhari Russell, the founder of The Food Marketing Experts, says global interest in the tea has risen by 54.6% in the last year, with online searches for hojicha lattes soaring by 173%. The food trends expert comments: Hojicha is one of the most interesting food and drink trends we have been watching in 2026, and its rise tells us something really important about where the British consumer’s head is right now. What makes hojicha particularly compelling is that it does not just offer something different; it offers something better timed. While matcha has dominated for years, we are now seeing a shift towards more comforting, nuanced tea profiles. Consumers are tired of being wired. They want warmth, ritual, and something that feels considered rather than caffeinated.
Vhari continues: Hojicha is emerging as a more palatable, familiar, and sustainable alternative to matcha. That accessibility is a huge commercial advantage. Matcha requires consumers to acquire a taste, whereas hojicha meets them where they already are, with flavour notes that feel almost nostalgic. But it is not just the flavour that is driving the demand, as Vhari highlights, there is a more practical issue underpinning the shift within the green tea industry. Extreme heat in Japan has reduced matcha production, especially in Kyoto, which accounts for around a quarter of the country’s tencha (the tea leaves that are ground into matcha) output. The May 2025 Kyoto tencha auction price reached 8,235 yen per kilogram, up 170% from a year earlier. When supply chains strain, smart brands find alternatives, and hojicha is a very smart alternative. She adds: For food and drink brands, my advice is simple: if you are not already thinking about how hojicha fits into your product development pipeline or your café menu, start now. The brands that move early on a trend like this are the ones that own the conversation. The ones that wait until it is mainstream are the ones playing catch-up.
Where to Drink Hojicha in London
Numerous spots around the city have added the green tea to their menus. You could head to JENKI, which also has several locations, including Spitalfields and Battersea Power Station, or Hinaga, which has hojicha drinks as well as a Kakigori (shaved ice) with a hojicha-flavoured milk base. There is also JUJUHOME Cha in Hackney Wick and Shoreditch, which serves a popular hojicha latte, as well as Matchado in King’s Cross and Chiswick. For a different take on the tea, Mello at Seven Dials Market is also serving up an OTT drink called the London Fog. It contains hojicha, Earl Grey, spirulina and a swoop of Mello marshmallow crème. And obviously, you will be able to try it at Bird & Blend, which has seven locations across the capital, in Camden, Chiswick, Borough, Angel, Covent Garden, and Portobello Road.
