If you were a frequent coffee shop-goer and Instagram scroller in the mid-2010s, chances are you remember when a certain grassy green beverage started to pop up on café menus, grid posts, and Tumblr feeds. (Of course, we’re talking about matcha.) Now, some 10 years later, another type of Japanese green tea has made the jump over to the US market: hojicha.
Hojicha (also spelled houjicha) is easy to love. Roasty-toasty and low in caffeine, its recent growth in popularity on menus and in stores across the country is hardly surprising to those of us who already know and love it. But in case you aren’t familiar, allow us to answer some questions about the cool-toned brown beverage that’s become an afternoon staple for many BA staffers.
What is hojicha?
Hojicha is by no means a new product, but it has a relatively short history when compared to its cousin matcha, whose presence in Japan dates back nearly 1,000 years. Hojicha is thought to have originated in Kyoto in the 1920s, and some believe it was developed as a way to repurpose leaves, stems, and twigs left over from the mechanical harvesting of tea plants. The tea is roasted over charcoal, which imparts it with its signature smoky, nutty flavor and warm brown color.
What’s the difference between hojicha and matcha?
While hojicha and matcha come from the same plant, the plant is grown and processed differently to create two distinct types of tea. Tea plants grown for matcha are shaded for the last portion of their growing period before harvesting, a process that promotes the production of certain amino acids that give the tea its flavor. The leaves are then harvested, steamed, dried, refined, and finally ground to become matcha. Hojicha, on the other hand, comes from leaves harvested later in the season that are roasted, giving them a warm brown hue and a nutty, toasted aroma and flavor.
The use of more mature leaves and a high-heat roasting process means hojicha has a much lower caffeine content than matcha, which makes it a popular choice for an afternoon beverage. Like matcha, hojicha is high in antioxidants and boasts the amino acid L-theanine, known for its calming effects.
Should I buy powdered or loose-leaf hojicha?
While matcha is a finely ground powder by definition, hojicha is sold in both powdered and loose-leaf form. The decision of which to opt for really comes down to personal preference and your hojicha drinking habits: Are you mainly drinking your hojicha in latte-form? Opt for powder, which you’ll be able to froth into a concentrated shot to pour over milk. If you prefer to sip your hojicha as you would any other kind of tea, we suggest steeping loose-leaf (or go with tea bags for ease).
Our favorite hojicha powders and loose-leaf teas
Matchaful Houjicha Powder
Origin: Shizuoka prefecture
Form: Powder
What we love: I thank my lucky stars that there’s a Matchaful café location right across from our office. While I usually opt for matcha, I love its hojicha as well. For times when I can’t run across the street for a hazelnut hojicha or frozen hojicha (a summer favorite), the tin of powder does the trick. Matchaful’s hojicha is incredibly smooth, with a nutty, roasted flavor that has a hint of cacao. I appreciate that it blends well with water or milk so I can enjoy it as a latte or straight up as a tea. —Kate Kassin, editorial operations manager
Who this is for: For the hojicha drinker who wants a very smooth drink and maybe isn’t looking for all the umami or nuance.
Midori Spring Hoji Powder
Origin: Shizuoka, Tenryu in Haruno region
Form: Powder
What we love: Midori Spring’s powder is a great place to start if you’re hojicha-curious. It’s quite mild with a lightly nutty, roasted flavor that’s easy to get behind. The powder is smooth, blends well into water or milk, and has none of the bitter or astringent flavors present in some other more complex hojichas we’ve tried. Its price point also makes it a great beginner pick: At $26 for a 100-gram tin, Hoji is the cheapest powdered option on this list. —Alaina Chou, commerce writer
Who is this for: People looking to start making hojicha at home for the first time.
Kettl Fuuka Hojicha Powder
Origin: Ogura, Uji
Form: Powder
What we love: This hojicha blooms in balance: It’s got a very gentle and fragrant grassiness (unexpected given its otherwise toasty profile) that plays beautifully with its nutty and subtly sweet undertones. The overall mouthfeel is velvety smooth, with none of the grittiness I’ve detected in other powdered hojicha over the years. It has the right amount of distinctiveness I look for when selecting tea powders to pair with milk, making it an ideal hojicha for drinking as a latte. —Ingu Chen, art director
Who this is for: Ultimately, someone who wants a really exceptional hojicha and isn’t deterred by the higher price tag. Also, someone who appreciates the grassy and well-balanced bitterness of a matcha but is in the mood for a roastier flavor (who could blame you, with the temperatures this winter!).
Rocky’s Houjicha Powder
Origin: Uji
Form: Powder
What we love: Rocky’s is the matcha I drink at home almost every day, so it’s no surprise that its hojicha is great too. Like the matcha, it comes in a beautiful tin worth leaving out on your counter and is available in a 100 g tin if you’re a daily drinker. —K.K.
Who this is for: For the design-lover in your life who likes their pantry items to double as decor.
Jugetsudo Organic Loose-Leaf Hojicha
Origin: Tsukiji, Tokyo
Form: Loose-leaf
What we love: Straight out of the tin, this hojicha hits you with a slightly balsamic aroma that reminds me of star anise. The fragrance translates to the taste as well: Though it’s mellow and nutty overall (with no detectable bitterness), I picked up on both fruity and savory notes. Jugetsudo is very unique. Plus, it’s got a cute, tall tin! —I.C.
Who this is for: Someone who’s a fan of black tea and/or coffee, but is looking for a brew that will help unwind rather than keep wired. Someone who wants a very distinctive roast.
Ippodo Loose-Leaf Hojicha
Origin: Kyoto prefecture
Form: Loose-leaf
What we love: Put simply, Ippodo’s hojicha is a joy to drink. It’s beautifully fragrant with a toasty but clean flavor profile, a natural mellow sweetness, and notes of burnt caramel that reminded me of a roasted sweet potato. It’s a great all-arounder, sure to convert anyone who’s hojicha-curious into a full-on stan. —A.C.
Who is this for: People looking for a mellow, easy-to-love tea that’s suitable for all times of day.
