New kid on the block:
What Is Hojicha?
Judith Smit
November 2025
Understanding Japan’s Roasted Green Tea, and Why It’s a Growing Opportunity for Cafés and Food BusinessesAs a leading matcha and hojicha powder wholesaler, we’ve seen firsthand how quickly the global market is embracing hojicha, a roasted Japanese green tea with a rich, toasty flavor profile and exceptional versatility.
While matcha continues to dominate the specialty beverage category, hojicha is rapidly evolving into the next must-have ingredient for cafés, bakeries, boba shops, and food manufacturers.
But what exactly is hojicha? Where did it originate? And why are so many businesses now adding hojicha powder to their menus and product lines?Here is a complete introduction guide to Hojicha.
What Is Hojicha?
Hojicha (ほうじ茶) is a roasted Japanese green tea made from bancha, sencha, or kukicha (tea stems). Unlike most Japanese teas, which are steamed to preserve their fresh green flavor, hojicha is roasted at high temperatures, resulting in:
- A warm, Roasted aroma
- Notes of caramel, cocoa, and toasted nuts.
- A naturally mild, smooth flavor
- Very low caffeine content.
Our hojicha powder is finely milled specifically for professional use, ensuring excellent solubility and consistent flavor for beverages and desserts.
The Origin of Hojicha: Born in Kyoto in the 1920s
Hojicha was first created in Kyoto, the historical center of Japanese tea culture. In the early 1920s, tea merchants began roasting leftover tea leaves and stems to create a new, affordable, everyday tea.
The results were unexpectedly delicious:
- Bitter notes disappeared
- Caffeine was reduced
- A sweet, comforting aroma developed.
This innovation marked the beginning of hojicha as we know it today. As wholesalers working directly with Japanese producers, we honor this tradition by sourcing hojicha that is roasted using authentic, time-tested Kyoto methods.
Why Hojicha Powder Is in High Demand Across the Food & Beverage Industry
Over the last several years, we’ve seen a dramatic increase in B2B demand for bulk hojicha powder, driven by several key trends:
1. The rise of Japanese tea cultureConsumers are actively seeking Japanese flavors beyond matcha, and hojicha offers something warm, approachable, and unique.
2. Perfect for modern café-style drinksHojicha blends exceptionally well with:Dairy milkOat milkAlmond milkSoy milkIts roasted profile stays rich and aromatic even in iced drinks—making it ideal for hojicha lattes, boba tea, and RTD beverages.
3. Low caffeine = broader customer appeal. Customers seeking evening-friendly or low-caffeine beverages frequently choose hojicha.
4. Versatility for food manufacturersHojicha powder is used globally in:Ice cream & gelatoPastries & cookiesCakes & cheesecakeChocolate & confectioneryBakery fillings & saucesDesserts and premixesThis versatility makes it a well-rounded and approachable ingredient for large-scale production.
Flavor Profile: What Makes Hojicha Stand Out
Hojicha’s flavor is what makes it such a powerful addition to modern menus. Expect:Roasted caramel notesSoft sweetnessZero bitternessA comforting aromaFor businesses looking to add a signature drink or dessert, hojicha delivers a flavor that is both distinct and universally pleasing.
Why Businesses Choose Wholesale Hojicha Powder
As a trusted hojicha and matcha wholesaler, we supply cafés, restaurants, and manufacturers around the world with premium-grade (roasted) tea powders.
✔️ Authentic Japanese SourcingWe work directly with tea producers and roasters in Japan, ensuring quality, consistency, and freshness.
✔️ Finely Milled, Latte-Grade PowderPerfect for beverages—smooth blending, no graininess, and stable roasted flavor.
✔️ Bulk Pricing for B2B CustomersWe offer competitive wholesale rates for cafés, boba shops, bakeries, and food manufacturers.
✔️ Consistent SupplyReliable inventory for brands that require year-round stability.
✔️ Tailored SolutionsFrom 1 kg bulk bags to private label options, we support businesses of all sizes.
Hojicha Applications for Cafés, Foodservice, and Manufacturers
Our wholesale hojicha powder is used in:
- Hojicha lattesHojicha milk tea
- Hojicha frappes & smoothiesIce cream & gelatoBaked goods (cakes, cookies, financiers)
- Puddings, custards & fillings
- Chocolates & truffles
Ready-to-drink bottled lattesIt’s a versatile ingredient that adds value and differentiation to any menu or product lineup.
Conclusion: Hojicha Is the Next Big Flavor After Matcha
As the global market continues to embrace Japanese tea culture, hojicha is quickly becoming a signature ingredient for cafés and food manufacturers. Its roasted flavor, low caffeine content, and wide culinary applications make it a customer favorite. As a specialized hojicha wholesaler, we’re committed to supplying high-quality, authentic hojicha powder to partners around the world. Whether you’re developing new beverages, expanding your dessert menu, or creating packaged products, our range of hojicha powders can help elevate your offerings.
Hojicha (ほうじ茶) is a roasted Japanese green tea made from bancha, sencha, or kukicha (tea stems). Unlike most Japanese teas, which are steamed to preserve their fresh green flavor, hojicha is roasted at high temperatures, resulting in:
- A warm, Roasted aroma
- Notes of caramel, cocoa, and toasted nuts.
- A naturally mild, smooth flavor
- Very low caffeine content.
Our hojicha powder is finely milled specifically for professional use, ensuring excellent solubility and consistent flavor for beverages and desserts.
The Origin of Hojicha: Born in Kyoto in the 1920s
Hojicha was first created in Kyoto, the historical center of Japanese tea culture. In the early 1920s, tea merchants began roasting leftover tea leaves and stems to create a new, affordable, everyday tea.
The results were unexpectedly delicious:
- Bitter notes disappeared
- Caffeine was reduced
- A sweet, comforting aroma developed.
This innovation marked the beginning of hojicha as we know it today. As wholesalers working directly with Japanese producers, we honor this tradition by sourcing hojicha that is roasted using authentic, time-tested Kyoto methods.
Why Hojicha Powder Is in High Demand Across the Food & Beverage Industry
Over the last several years, we’ve seen a dramatic increase in B2B demand for bulk hojicha powder, driven by several key trends:
1. The rise of Japanese tea cultureConsumers are actively seeking Japanese flavors beyond matcha, and hojicha offers something warm, approachable, and unique.
2. Perfect for modern café-style drinksHojicha blends exceptionally well with:Dairy milkOat milkAlmond milkSoy milkIts roasted profile stays rich and aromatic even in iced drinks—making it ideal for hojicha lattes, boba tea, and RTD beverages.
3. Low caffeine = broader customer appeal. Customers seeking evening-friendly or low-caffeine beverages frequently choose hojicha.
4. Versatility for food manufacturersHojicha powder is used globally in:Ice cream & gelatoPastries & cookiesCakes & cheesecakeChocolate & confectioneryBakery fillings & saucesDesserts and premixesThis versatility makes it a well-rounded and approachable ingredient for large-scale production.
Flavor Profile: What Makes Hojicha Stand Out
Hojicha’s flavor is what makes it such a powerful addition to modern menus. Expect:Roasted caramel notesSoft sweetnessZero bitternessA comforting aromaFor businesses looking to add a signature drink or dessert, hojicha delivers a flavor that is both distinct and universally pleasing.
Why Businesses Choose Wholesale Hojicha Powder
As a trusted hojicha and matcha wholesaler, we supply cafés, restaurants, and manufacturers around the world with premium-grade (roasted) tea powders.
✔️ Authentic Japanese SourcingWe work directly with tea producers and roasters in Japan, ensuring quality, consistency, and freshness.
✔️ Finely Milled, Latte-Grade PowderPerfect for beverages—smooth blending, no graininess, and stable roasted flavor.
✔️ Bulk Pricing for B2B CustomersWe offer competitive wholesale rates for cafés, boba shops, bakeries, and food manufacturers.
✔️ Consistent SupplyReliable inventory for brands that require year-round stability.
✔️ Tailored SolutionsFrom 1 kg bulk bags to private label options, we support businesses of all sizes.
Hojicha Applications for Cafés, Foodservice, and Manufacturers
Our wholesale hojicha powder is used in:
- Hojicha lattesHojicha milk tea
- Hojicha frappes & smoothiesIce cream & gelatoBaked goods (cakes, cookies, financiers)
- Puddings, custards & fillings
- Chocolates & truffles
Ready-to-drink bottled lattesIt’s a versatile ingredient that adds value and differentiation to any menu or product lineup.
Conclusion: Hojicha Is the Next Big Flavor After Matcha
As the global market continues to embrace Japanese tea culture, hojicha is quickly becoming a signature ingredient for cafés and food manufacturers. Its roasted flavor, low caffeine content, and wide culinary applications make it a customer favorite. As a specialized hojicha wholesaler, we’re committed to supplying high-quality, authentic hojicha powder to partners around the world. Whether you’re developing new beverages, expanding your dessert menu, or creating packaged products, our range of hojicha powders can help elevate your offerings.
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