Is hōjicha the new matcha? The rise of Japan’s roasted green tea, explained

While both teas share antioxidant properties, their health effects differ due to processing and caffeine levels.

Matcha, being powdered whole leaf, offers a concentrated dose of antioxidants like catechins, L-theanine and caffeine—making it energising, but also more intense. Hōjicha, on the other hand, contains significantly less caffeine, making it easier to drink in the evening or for those who are sensitive to stimulants. Many also find hojicha’s roasted character gentler on the stomach compared to matcha.

In short: if matcha is the morning pick-me-up, hōjicha is the nightcap.

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Matcha’s global boom was fueled by wellness marketing, café culture and Instagram-worthy aesthetics. But has it peaked?

The matcha category remains robust, with Forbes estimating it will expand by over 10 per cent between 2023 and 2028 to reach close to US$5 billion. However, production constraints have emerged. In a 2025 report, Japan’s Ministry of Agriculture, Forestry and Fisheries (MAFF) noted that matcha production rose from 1,471 tons in 2010 to 4,176 tons in 2023—an increase of roughly 185 per cent. Put simply, global demand for the powdered tea has nearly tripled over the past thirteen years, with more than half of Japan’s matcha output now exported abroad.

As farms struggle to meet the demand for high-quality ceremonial matcha, the prized green tea becomes more expensive, leading cafés and home-drinkers alike to explore alternatives that are more affordable and accessible, such as hōjicha.

Related: Inside the matcha mania: Why is your favourite green tea powder facing a global shortage?

While hōjicha has long been part of Japanese tea culture, its global moment is arriving fast. In a recent meeting, Tatler Dining editors across Southeast Asia echoed the same observation: hōjicha is on the rise, and moving fast. International players like Starbucks have introduced hōjicha on the menu, bringing the trend to countries like Hong Kong, Singapore, Taiwan and Thailand, where hōjicha desserts are also growing commonplace. 

In the Philippines, independent speciality cafés have likewise embraced the trend, and shops like El Born La Patisseria (known for its cult-favourite burnt Basque cheesecake) have enriched their product offerings with hōjicha-infused creations. Singapore’s contemporary dessert scene frequently spotlights hōjicha, featured in sweets such as Nesuto’s Konichiwa hōjicha cake and Momolato gelateria’s scoops with Kyoto hojicha and oolong tea, while Malaysian bubble tea brand Chagee has integrated hōjicha into seasonal offerings. Hong Kong and Taiwan—already hotspots for tea innovation—have seen hōjicha gain ground in artisanal bakeries and tea salons, especially among younger consumers seeking variety beyond matcha.

The momentum is not limited to Asia. In Sydney and Melbourne, Koi dessert bar—helmed by Masterchef Australia alum Reynold Poernomo—offers a stunning layered cake with hōjicha, raspberry, strawberry, rose and almond known as the Kyosei. In the US, hōjicha is entering mainstream awareness: trendy cafés like Olive and James along Melrose Avenue have embraced the roasted tea, promoting it as an autumnal staple, while the New York Times even published a recipe for hōjicha tiramisu in its cooking section. Content creators across the globe have also jumped on the trend, sharing hōjicha-based recipes on various platforms.

Hōjicha is no longer confined to niche tea houses. Its roasted, subtly smoky flavour has made it adaptable to lattes, pastries, cakes and even cocktail recipes, resonating with consumers looking for an alternative to the grassy intensity of matcha.

Rather than supplanting matcha, hōjicha seems to be complementing it. Where matcha is bold, energising and ceremonial, hōjicha is mellow, comforting and versatile. Its growing presence in cafés and dessert menus worldwide suggests that it’s more than a passing fad—it’s a natural evolution of global tea culture. In Southeast Asia, where tea-based drinks and desserts are deeply ingrained in daily life, hōjicha’s rise feels especially well-suited.

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