Matcha may have dominated café menus for years, but rising prices and grassy flavours are driving a shift toward something smoother.
Enter hōjicha: a roasted, low-caffeine Japanese green tea with a rich, nutty profile. Packed with antioxidants and L-theanine without the espresso-level jitters, this cosy brew is quietly popping up in South African cafés from Joburg to Cape Town, offering a versatile upgrade to your daily morning ritual.
First things first: What is hōjicha?
Hōjicha is made from green tea leaves that are roasted at high temperatures. The process changes the leaves from green to brown and gives the tea its characteristic toasted, nutty and caramel-like flavour.
Unlike matcha, which can have a grassy taste, hōjicha is smoother with a mild smoky quality. It is traditionally served hot, but powdered hōjicha is increasingly being used in lattes, desserts and other café creations.
Its lower caffeine content, which is also part of its appeal. According to tea experts at Kusmi Tea, a 250ml cup of hōjicha contains about 7.7mg of caffeine compared with around 70mg to 100mg in matcha. The roasting process contributes to the difference.
“Hōjicha is a roasted Japanese green tea with a nutty, almost smoky flavour,” the experts explain.
Why are South Africans drinking it?
Hōjicha is beginning to appear on café menus in major South African cities, particularly among businesses that have already embraced matcha culture. In Durban, Cape Town and Johannesburg, cafés are experimenting with hōjicha lattes and flavoured versions.
The drink's smooth taste and lower caffeine content make it an alternative for people who enjoy the café ritual but want something less intense than coffee or matcha.
Its brown colour also gives it a different visual identity from matcha's recognisable green. While it may not have the same social media appeal, its earthy appearance fits neatly into the shift towards more understated food and drink trends.
Is hōjicha actually good for you?
Hōjicha contains antioxidants and polyphenols, although claims about its health effects should be approached with care.
Experts note that hōjicha contains L-theanine, an amino acid associated with relaxation. It also has less caffeine than matcha, making it an option for people who are sensitive to caffeine.
The tea also contains catechins and other compounds found in green tea. However, evidence around claims that hōjicha can significantly boost metabolism or support weight management remains limited.
“Hōjicha retains a significant amount of antioxidants despite the roasting process,” the experts say.
More than a latte
The growing interest in hōjicha is not limited to drinks. Powdered hōjicha can be used in cooking, where its toasted flavour works particularly well with ingredients such as caramel, vanilla and peanut butter.
It can be added to cheesecakes, cookies, tiramisu and crème brûlée. It can also bring a roasted note to savoury dishes such as sauces, marinades and soups.
This versatility could give hōjicha an advantage as it moves beyond specialist tea menus.
The next matcha or something different?
Whether hōjicha becomes the next major café obsession remains to be seen. Matcha has built a strong global following and remains deeply embedded in wellness and food culture.
But hōjicha offers something matcha cannot. It has a different flavour profile, less caffeine and enough versatility to move from the morning latte to dessert.
For South African consumers who have had their fill of green drinks, hōjicha could be the next tea worth trying. It may not replace matcha, but it is giving the tea trend a new flavour.
lutho.pasiya@nationalmg.co.za