The rise of houjicha: Can This Roasted Green Tea be the Next Matcha?

If you are looking for an alternative to matcha powder, you will likely come across houjicha. So, what is houjicha? Can it replace matcha as the next global phenomenon in the food and beverage industry?

Table of Contents

Introduction

Once a quiet staple in Japanese tea culture, houjicha is now stepping out into the world. This unique green tea is prized for its distinctive roasted aroma, warm, nutty, and smoky notes, as well as naturally low caffeine content. It is predicted to continue to grow even more strongly and could become the next matcha. In this article, let’s decode the rise of houjicha and explore what businesses can do to capitalize on this trend.

What to know about houjicha?

History

Houjicha, also known as Hōjicha, is a unique roasted Japanese green tea. It first appeared in the 1920s in Kyoto, Japan, as a result of changes in tea-making methods. While a tea merchant tried to take advantage of the leftover tea leaves, stems, stalks, or twigs by roasting them over charcoal, houjicha was created. It was not only a perfect way to reduce wastefulness, but this creation also opened new opportunities for businesses. Gradually, many Japanese tea shops started to roast green tea and turn it into drinks on their menus.

Flavor and aroma profile

Different from other green teas, houjicha is created by roasting tea leaves, stems, or twigs over high heat. This process changes the flavor profile of green tea and provides a totally different sensory experience. The bitterness and caffeine content are reduced while rich, nutty, and slightly smoky notes are created. As a result, houjicha offers a soothing and calming experience for those looking for something comfortable and less intense. Besides, the roasting process creates a toasty and smoky aroma, which is also warm and inviting.

houjicha flavor and aroma — Houjicha has unique flavor and aroma

Color

Unlike other green teas, houjicha has a reddish-brown or amber color. It is because of the high-temperature roasting process, which turns tea leaves into a chestnut brown hue. When brewed, it gives a warm, caramel, or even dark brown color.

Caffeine content

Compared to other green teas, houjicha is lower in caffeine content. If you are sensitive to caffeine, houjicha will be a perfect alternative. It can be enjoyed in the evening without worrying about insomnia.

How Houjicha differs from matcha?

Both crafted from Japanese green tea, houjicha and matcha are significantly different in flavor, appearance, color, and processing method.

Matcha is a powdered tea made from shade-grown tea leaves. It is known for its bright green color and grassy and umami-rich flavor with a fresh and slightly sweet note. Meanwhile, houjicha is made by roasting green tea leaves at high heat, resulting in a brownish color powder. It also has an earthy, smoky, and nutty flavor profile with slightly cocoa or caramel notes.

Regarding caffeine content, as matcha contains ground whole leaves, it has a bold flavor and high caffeine content. Therefore, matcha is perfect for energy boosting. On the other hand, houjicha is more relaxing and calming. The roasting process also reduces the caffeine and bitterness, making houjicha easier on the stomach.

Understanding more about matcha here:

What is Matcha Made of?

Why does Houjicha become appealing globally?

Meeting modern innovation

One of the reasons leading to the rise of houjicha is the adaptation of houjicha powder. The powder form has become popular thanks to the trend of matcha. Traditionally, houjicha was brewed from loose leaves, but the innovative powder format offers the roasted flavor in a more concentrated and convenient way. It also makes houjicha easy to incorporate into different preparations. Houjicha-based beverages are becoming popular. Its strong flavors make this roasted green tea regarded as a premium, cozy alternative to matcha in many drinks, including lattes, teas, kombucha, and smoothies. In addition to beverages, houjicha is currently adapted to various culinary applications.

Unique flavor

Houjicha is a perfect option for those looking for flavors that are both familiar and adventurous. Along with the worldwide appeal of Japanese tea culture, this tea also offers the comforting, roasted warmth of something nostalgic. The richness, nutty, and smoky flavor of houjicha tea distinguishes it from other green teas and brings a complicated and gentle experience for diverse customers.

Supply pressures of matcha

One of the drivers of the rise of houjicha globally is the pressure on matcha supply. The surging global demand for matcha and limited supply have pushed its prices to record highs. This situation helps boost demand for matcha alternatives. While matcha requires tencha ingredients, which are young and shade-grown leaves, houjicha is made from older and lower-grade green tea leaves, stems, and stalks, which are easier to access for consumers.

Functional wellness

Until now, wellness is no longer just a trend; it is one of the basic criteria when choosing what to drink. Houjicha is known for its rich antioxidants and lower caffeine content, which is ideal for those looking for balance and comfort. In some ways, houjicha is a response to what people are craving, including warmth, mindfulness, authenticity, and simplicity.

How beverage companies can capitalize on the rise of houjicha?

Houjicha market has witnessed a potential upward trend, driven by the increase in consumer preferences for health-conscious, authentic, and innovative products. There is a noticeable increase in Google search interest for Hojicha-related keywords, especially for “hojicha latte” and “hojicha powder”. According to a report, the global hojicha market size reached $283.7 million in 2024. Therefore, beverage manufacturers can capitalize on the increasing trend of this kind of tea and prepare specific plans.

The growth of houjicha is mainly through product innovation and diversification. Therefore, manufacturers can take advantage of this specialty tea’s rising demand by launching innovative products, such as instant hojicha, cold brew variations, and functional blends with additional health benefits. Houjicha latte products, including both ready-to-drink and pre-mixes, and high-quality houjicha powder, should be paid much attention to. Besides, new product categories and innovative uses outside of traditional beverages need to be investigated and developed to succeed in the future.

Moreover, to increase consumer satisfaction and boost sales, manufacturers should focus more on packaging durability and ensuring uniform quality and flavors for each product. Different package sizes for diverse usage purposes should also be considered. Along with that, marketing campaigns can capitalize on and highlight the potential health benefits of houjicha, like low caffeine levels and stress reduction.

Houjicha consumption is expected to continue growing rapidly in North America and Europe due to the rising awareness and the development of the specialty tea market. Therefore, if your business is looking for new markets to start with houjicha, these regions can be worth considering.

Conclusion

Houjicha’s rise reflects a broader shift in tea culture worldwide. Its roasted character, low caffeine content, and versatility make it appealing to health-conscious and flavor-curious consumers. While matcha will probably continue to be a global icon, houjicha is making its own position as a complement with a unique identity. Its distinctive characteristics make it more than a trend but a new market with much room to expand in the long run.

About Future Generation Co., Ltd

We are FGC, the leading tea and beverage exporter in Vietnam and one of the biggest tea suppliers in the world. Our tea products are diverse in types, grades, and production methods. We provide customers with Loose tea (such as Black tea, Green tea, and Oolong tea), Herbal tea (such as Rose tea, Chamomile tea, and Lotus tea), and Specialty tea (such as Matcha), RTD Tea, and Tea Bags. Our mission is to become Vietnam’s leading healthy beverage company.

We ensure stable tea sources for domestic markets and exports with vast high-grown tea farms and available herb gardens. Our tea gardens and factories also meet international standards such as FSSC, ISO, HACCP, KOSHER, HALAL, etc. In addition, we constantly innovate our machinery system, strengthen production capacity, and increase productivity. We also provide private label and customized packaging services for small and medium enterprises.

If you are a tea distributor, tea importer, teashop manager, or even tea lover, we are committed to being your prestigious tea source supplier in Vietnam!