Hojicha vs Matcha: why Japan's roasted tea is suddenly stealing fans and could topple green-tea royalty

Hojicha is a Japanese green tea that has been roasted. This roasting process changes its color, aroma, and flavor. While a traditional green tea tends to have a grassy, fresh, and sometimes slightly bitter taste, hojicha has a rounder, more toasty, and sweeter profile.

It can be sold as loose leaves, to be brewed like a traditional tea, or as a powder, which allows it to be prepared as a latte, an iced drink, or used in desserts. This powdered version also explains why it’s often compared to matcha: it can be whisked, mixed with milk, and served over ice in a very photogenic glass.

The key difference is that matcha is known for its grassy flavor and intense green color, while hojicha offers a toasty, darker, almost comforting flavor.

Hojicha comes at just the right time. Matcha is already well established, but not everyone likes its very plant-like taste. Some people find it too bitter, too “fresh grassy,” or too strong. Hojicha, on the other hand, offers a gentler introduction to Japanese teas.

Another advantage is its lower caffeine content compared to matcha or coffee, depending on how it’s prepared. This makes it an appealing afternoon beverage for those sensitive to caffeine or anyone looking for a milder latte than an iced coffee. However, it shouldn’t be marketed as a caffeine-free drink: it still contains caffeine, though generally in more moderate amounts.

Finally, its toasty flavor fits in very well with current trends: iced lattes, plant-based milk drinks, creamy desserts, ice cream, reimagined tiramisu, and Japanese-inspired pastries. It’s less visually striking than matcha, but often easier to enjoy from the very first sip.

Matcha has a vegetal flavor (sometimes umami, sometimes bitter) depending on its quality and preparation. It evokes fresh leaves, herbaceous notes, and a certain intensity. This is what appeals so much to its enthusiasts, but it’s also what can be confusing to those discovering it for the first time.

Hojicha, on the other hand, has a much rounder flavor. The roasting process brings out notes of hazelnut, toasted grains, light caramel, or cocoa. It can be reminiscent of a very mild coffee, without tasting exactly like it. With milk, it becomes particularly enjoyable: less sweet than hot chocolate, less bitter than coffee, and more unique than a classic tea.

In short: if you like fresh, green, and intense beverages, matcha has the edge. If you prefer mild, toasty, and comforting flavors, you’ll likely enjoy hojicha.

To make a hojicha latte, the easiest way is to use powdered hojicha. Mix a teaspoon of the powder with a little hot water, whisking to avoid lumps, then add hot or cold milk depending on the season. In the summer, the version with ice cubes works very well.

It’s best to start with a small amount and then adjust. Hojicha may be milder than matcha, but its toasty flavor can become very pronounced if you use too much. As for the milk, it works well with regular milk, but also with plant-based milks like oat, almond, or soy.

For a richer version, you can add a little honey, maple syrup, or vanilla. But it’s best not to add too much sweetener at first: the appeal of hojicha lies precisely in its balance of sweetness, roasted flavor, and lightness.

Yes, and that’s actually one of the reasons for its success. Hojicha powder can easily be incorporated into desserts: custards, ice cream, panna cotta, cookies, cakes, tiramisu, or milk-based dishes. Its toasty flavor adds a deeper note than a simple vanilla or coffee flavoring.

It can also be used to flavor cake batter, whipped cream, rice pudding, or iced drinks. Since its flavor is less grassy than matcha’s, it pairs well with white chocolate, vanilla, milk, hazelnut, sesame, pear, or banana.

The only thing to watch out for is the amount you use. Too much hojicha can make the flavor seem dry or overly roasted. It’s best to start with a small amount, taste it, and then add more if needed.

Hojicha is more likely to find its place alongside matcha rather than in its place. Matcha remains a strong visual presence: its green color catches the eye, especially in lattes, desserts, and on social media. Hojicha, which is browner and more understated, relies more on taste than on visual appeal.

But that’s precisely what makes it interesting. For those looking for a Japanese beverage that’s less intense, less grassy, and easier to drink, Japanese roasted tea has a lot going for it. It may appeal to fans of mild coffee, chocolate, toasty flavors, or lightly sweetened milk-based drinks.

So perhaps the right question isn’t, “Will hojicha dethrone matcha?” but rather, “Is hojicha the next Japanese beverage to try when you want a change from matcha?” And in that case, the answer is a much clearer yes.