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Is Hojicha the Next Big Tea Trend? Here’s Where to Get Your Roasted Tea Fix
Meet matcha’s chill sibling with a smoky grace and almost no caffeine.
(SPOT.ph) Matcha is having its moment—this micro-foamed Elphana-colored drink is the drink on everyone's hands right now. But guess what? The global demand for this earthy tea latte has caused an alarming matcha shortage in Japan. It has come to a point that shops have now imposed a limit on matcha powder purchases, not to mention the price increase, too.
If you're slightly panicking at the thought of cutting down on your matcha, maybe it’s time to meditate on ‘mindful consumption’—translation: drink less, or at least rotate it with something less dramatic. Enter hojicha—matcha’s less intense, nonchalant sibling sibling with a brown, smoky grace, almost no caffeine, and the kind of cozy that doesn’t come with palpitations, a price spike, or existential anxiety.
Also read: Top 10 Matcha Lattes in Manila
What is hojicha?
Hojicha can be whisked to micro-foamed perfection, too. Video by Bea Faicol.
For those who are still getting used to the taste of matcha, hojicha is a great gateway to the world of tea. This brown, chocolate-hued tea has a sweet, floral, and nutty flavor profile. Here’s the plot twist: both hojicha and matcha come from the same plant—Camellia sinensis—but there are very different processes involved behind each of them.
Matcha is made from shaded, steamed leaves that are stone- or machine-milled into that vibrant green powder. Hojicha, on the other hand, is made from green tea leaves, stems, or twigs roasted over high heat until they turn a chocolate-like shade of brown. That roasting not only dials down the grassy flavor profile; it also cuts the caffeine to almost decaf coffee levels.
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Satisfy your hoji-curiosity at these matcha spots:
Hojicha hasn’t quite broken into the mainstream—at least not with the presence of matcha. But thanks to the rise of matcha bars and tea-forward cafés, the roasted green tea is steadily carving out its place in the market. And if you’re curious to try this toasty, nutty drink, we’ve rounded up the best spots to get your hojicha fix.
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The Matcha Tokyo
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The Matcha Tokyo's hojicha lineup. Photos by Bea Faicol.
The Matcha Tokyo has recently launched its own lineup of hojicha-forward drinks. There's the Hojicha Latte Cloud Foam (P295, available hot or cold) if you want something more straightforward—where the hojicha takes center stage. But if you want more drama, i.e. something sweeter and more floral, The Matcha Tokyo also introduces the Hojicha Earl Grey Latte (P295, available hot or cold), wherein hojicha shares the spotlight with citrusy Earl Grey tea.
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Burnt Basque Hojicha Cheesecake. Photo by Bea Faicol..
And because no launch is complete without dessert, The Matcha Tokyo teamed up again with El Born Patisserie for the Burnt Basque Hojicha Cheesecake (P495/slice, P1,250/mini, P3,950/whole). It’s rich, creamy, and infused with Earl Grey, so you get cheesy, salty-sweet comfort with an extra roasted-nutty twist.
The Matcha Tokyo's new hojicha drinks are only available for a limited time. For more information, check out THE MATCHA TOKYO PH's Facebook page.
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Matcha Later
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Hojicha overload at Matcha Later. Photo by Bea Faicol..
On one of our matcha pilgrimages, we found ourselves at Matcha Later’s cozy little bar—naturally, a matcha latte or the Kumo (P240) was the first order of business, but the plot twist is that we fell in love at first sip with their Chairo (P250). It’s a layered drink built on white chocolate milk (there's an option for classic chocolate, if you prefer), then finished with a frothy hojicha–oat milk cloud. In short, equal parts indulgent and unexpected.
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Tiramisu dusted with hojicha powder. Photo by Bea Faicol..
Another hojicha item off Matcha Later's menu that we loved is the Hojichamisu (P295). This is what Matcha Later describes as a "Kyoto-style tiramisu" that's made with hojicha-soaked ladyfingers and mascarpone custard cream.
Matcha Later is at 5385 (Unit 204) General Luna Building, Don Pedro Street, Barangay Poblacion, Makati City. For more information, check out Matcha Later's Facebook page.
Jacque & Matcha:
Jacque & Matcha's Hojicha Latte. Video by Bea Faicol.
Jacque & Matcha may have built its name on—you guessed it—matcha, but sleeping on her hojicha would be a mistake. Rebranded as Kamai Tea in her latest pop-up, she’s serving a Hojicha Latte that’s roasted and approachable if you don't like the earthy profile of matcha. And if you’re the type who immediately thinks “I could make this at home” (guilty as charged), she sells the Yame Hojicha at P1,250 for a 200-gram pack, which makes a maximum of 50 cups of hojicha. Do the girl math and you'll find that it is so worth it.
For more information, check out Jacque & Matcha's Facebook page.
Take Five Slow Bar
Take Five Slow Bar is one of those matcha pop-ups you’ll actually want to chase down. Their Double Hojicha Latte (P240) is the crowd favorite, but they’re not stopping there. On the more playful side of the menu, the matcha shop recently released three new hojicha drinks: Cereal Oat Hojicha, sweetened with cornflake-infused milk; the Hojicha Oatchata, spiked with cinnamon; and the Hojicha-mericno, essentially a dirty hojicha designed for the lactose intolerant.
For more information, check out Take Five Slow Bar's Instagram page.
Chatime
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Photo from Facebook/Chatime Philippines.
Chatime, one of the biggest names in milk tea, is leaning into the next wave of tea trends with a lineup of hojicha-based drinks that highlight the roasted tea’s cozy, toasty, and subtly nutty character. On the menu are three variations: the Hojicha Milk Tea, with its signature roasted, nutty flavor; the Hojicha Mousse, a creamier, dessert-like option; and the Cream Cheese Hojicha, where a hint of saltiness cuts through the tea’s natural roasted, floral sweetness.
Chatime's Hojicha drink series is available at all Chatime stores. For more information, check out Chatime Philippines' Facebook page.
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