Hojicha: The Nutty Tea Taking Over Cafes and Stealing Matcha’s Spotlight

Hojicha, a roasted Japanese green tea, is starting to appear on more cafe menus in the UK, offering a new alternative to the ever-popular matcha. Ana Costa, a young woman in London, was looking for something different to drink and noticed hojicha on the menu. She decided to try it instead of her usual matcha latte. Hojicha is made by roasting green tea leaves at high temperatures, which gives it a unique nutty flavor and a brown color. It is less bitter than regular green tea and has a lower caffeine content, making it a good choice for people who want a milder drink.

In Japan, hojicha is a common drink that people enjoy with meals or as a comforting beverage for both children and older adults. Chef Shuko Oda, who runs a restaurant in London, has always served traditional hojicha, which is usually enjoyed without milk or sugar. However, she has noticed that more cafes in the UK are now offering hojicha lattes and even desserts like hojicha ice cream. At the Jenki matcha chain, sales of iced hojicha lattes have increased by more than half compared to last year. Rashique Siddique, who runs How Matcha, says that hojicha latte sales have grown a lot, and now for every five matcha lattes sold, one or two hojicha lattes are also sold. He believes hojicha is becoming more mainstream, just like matcha did a few years ago.

Matcha remains a trendy drink in the UK, with many people buying it at cafes or making it at home. Sales of matcha powder in supermarkets have grown a lot, with shoppers spending nearly nine million pounds on it in the past year. Some people love the taste of matcha, while others drink it because it is fashionable and looks good in photos. Some cafes add syrups and sweet flavors to matcha drinks, but this can hide the real taste of the tea. Barista Isabel MacNeaney says that some customers are disappointed if their matcha does not come with sweeteners, while others find it too bitter. Her friend Adam thinks that mate, a South American tea, could be the next big trend because of its strong taste and high caffeine content.

Other types of tea are also becoming more popular. Chai, a sweet and spicy Indian tea, is selling well at some cafes, and there is growing interest in karak chai, a version with more spices. Chaiiwala, a chain that sells Indian street food and drinks, sells about half a million cups of karak chai every month. Ube, a purple yam, has also appeared in drinks at big coffee chains, attracting customers with its bright color. Many people enjoy going to cafes that offer a variety of drinks, especially those who do not drink coffee or alcohol. Even though hojicha is not as visually striking as matcha, its unique flavor is winning over more customers. Tea shop owners are excited to see what new trends will emerge, as more people look for interesting and healthy drinks.