Low-caffeine, naturally sweet, with a warm caramel-nutty aroma. Japanese cultivars grown in Zhejiang, roasted and finely milled. The rising star in cafés, bakeries, and confectionery — from hojicha latte to artisan chocolate.
Hojicha (ほうじ茶) is a Japanese green tea that undergoes a unique high-temperature roasting process. Unlike matcha — which is steamed, dried and milled without roasting — hojicha leaves are roasted over charcoal or in rotating drums at ~200°C, transforming their color from green to a rich amber-brown and developing a distinctive caramel-like, nutty aroma with virtually no bitterness.
Japanese cultivars (mainly Yabukita, with some stem) grown in Zhejiang province
Leaves are steamed to halt oxidation, then dried into aracha (crude tea) — the same initial process as matcha tencha
High-temperature roasting at ~200°C transforms the leaves: chlorophyll breaks down, amino acids caramelize, caffeine sublimates
Roasted leaves are ground into a fine, warm-brown powder — ready for lattes, baking, and confectionery
Both are Japanese-style green tea powders, but the roasting step fundamentally changes everything. Here's how they compare for B2B buyers.
| Dimension | 🍵 Matcha | 🔥 Hojicha |
|---|---|---|
| Processing | Steamed → Dried → Milled | Steamed → Dried → Roasted at 200°C → Milled |
| Color | Bright emerald to jade green | Warm amber to chocolate brown |
| Caffeine | ~30-35mg per serving | ~7-10mg per serving (70% less) |
| Flavor Profile | Umami, grassy, vegetal, sweet | Caramel, nutty, toasty, naturally sweet |
| Bitterness | Varies by grade (low to medium) | Virtually none — roasted smoothness |
| Milk Compatibility | Good — classic matcha latte | Excellent — caramel notes shine with milk |
| Heat Tolerance | Moderate — color may fade in baking | Superior — already roasted, stable in high heat |
| Primary Applications | Tea ceremony, lattes, baking, ice cream | Lattes, baking, chocolate, ice cream, confectionery |
| Consumer Appeal | Premium, traditional, energizing | Comforting, evening-friendly, accessible |
With ~70% less caffeine than matcha, hojicha fits the growing evening and all-day wellness market. Perfect for consumers who want tea ritual without the stimulation.
Hojicha latte has become the #2 Japanese tea drink in cafés worldwide — after matcha latte. It offers a differentiated menu item with a unique flavor story.
Hojicha chocolate, hojicha tiramisu, hojicha cookies — the caramel notes pair exceptionally well with dairy and cocoa, opening new product categories.
The warm brown color creates striking visual contrast in lattes, swirled soft-serve, and layered desserts — highly Instagrammable and social-media friendly.
Three roast levels to match every application — from delicate latte to robust industrial baking. All made from the Yabukita cultivar, grown in Zhejiang and roasted to order.
Best for: Iced hojicha drinks, ice cream, cheese foam, light-colored desserts
Best for: Hojicha lattes, hojicha basque, cake rolls, mousse, daifuku, ice cream — first choice for tea shops; baking & beverages in one
Best for: Hot hojicha lattes, chocolate desserts, strong-flavored breads, cookies — autumn/winter hot menus
| Attribute | Hojicha3 (Light Roast) | Hojicha2 (Medium Roast) | Hojicha1 (Heavy Roast) |
|---|---|---|---|
| Roast Temperature | 180-190°C | 195-205°C | 210-220°C |
| Caramel Intensity | ★★☆☆☆ | ★★★★☆ | ★★★★★ |
| Nutty Aroma | ★★★☆☆ | ★★★★☆ | ★★★★★ |
| Smoothness | ★★★★★ | ★★★★☆ | ★★★☆☆ |
| Heat Tolerance | ★★★★☆ | ★★★★★ | ★★★★★ |
| Latte Performance | ★★★★★ | ★★★★★ | ★★★★☆ |
| Baking Performance | ★★★☆☆ | ★★★★☆ | ★★★★★ |
Hojicha's versatility opens multiple revenue streams. Here's how our B2B customers are using it.
The café bestseller — hot or iced
Method: Whisk hojicha powder with hot water into a smooth paste. Pour over steamed milk (hot) or cold milk with ice (iced). Optional: sweeten with brown sugar or caramel syrup for enhanced roasted notes.
Bread, cakes, cookies, pastries
Method: Blend hojicha powder directly into dry ingredients (flour, sugar). The roasted flavor survives baking temperatures exceptionally well — far better than matcha. Hojicha chiffon cake, hojicha cookies, and hojicha bread are top-performing SKUs in Asian bakeries.
Gelato, soft-serve, frozen desserts
Method: Whisk hojicha powder into warm milk/cream base before pasteurization. The roasted notes create a sophisticated, adult-oriented flavor profile distinct from matcha. Swirl with vanilla for a visually striking two-tone effect.
Truffles, bars, spreads, fillings
Method: Temper hojicha powder into melted chocolate or cocoa butter. The caramel notes create a natural synergy with milk chocolate and white chocolate. Hojicha ganache, hojicha truffles, and hojicha spread are high-margin products.
Our hojicha starts with the same Yabukita tea plants that define premium Japanese hojicha — grown in China's optimal tea regions, processed with precision roasting technology.
Computer-controlled rotary drum roasters ensure consistent batch-to-batch roast levels. Roast level is recorded per lot, so repeat orders of Hojicha2 stay in the same profile — what café chains and branded products need.
Every lot ships with a batch specification sheet: roast level, mesh, moisture, microbiological results, lot number and production date. MSDS is available for industrial buyers, and third-party heavy-metal reports are supplied for the lots that carry them.
From 20kg trial orders to 5-ton container loads. OEM/ODM available — custom roast profiles, custom packaging, your brand. Export-grade packaging with moisture barrier for long shelf life.
HALAL certified, with FSSC 22000 at the production mill. Hojicha is not covered by the current organic certification cycle, so we do not market it as organic. Main destinations are North America, the Middle East and Southeast Asia.
Exporting to North America, the Middle East and Southeast Asia. Sea freight, air freight, or express courier — we handle documentation, customs clearance support, and delivery to your door.
Quick reference — find the right roast level for your product category.
| Application | Recommended Grade | Key Requirement | Note |
|---|---|---|---|
| Café Hojicha Latte | Hojicha2, Hojicha3 | Milk compatibility, visual appeal | Hojicha2 for classic; Hojicha3 for delicate premium menus |
| Chain Café Program | Hojicha2 | Batch consistency, reliable supply | Standardized roast = same taste across all locations |
| Bakery — Bread & Pastry | Hojicha1, Hojicha2 | Heat tolerance, strong flavor | Hojicha1 for robust baked goods; Hojicha2 for delicate pastry |
| Cookies & Biscuits | Hojicha2 | Balanced flavor, visual speckling | Classic roast gives the most recognizable hojicha taste |
| Ice Cream / Gelato | Hojicha3, Hojicha2 | Smooth texture, appealing color | Hojicha3 for premium gelato; Hojicha2 for bold soft-serve |
| Chocolate & Confectionery | Hojicha2, Hojicha1 | Flavor synergy with cocoa | Caramel notes + cocoa = exceptional pairing |
| RTD Beverages | Hojicha2 | Suspension stability, flavor consistency | Classic roast works best in liquid suspension |
| Industrial Food Manufacturing | Hojicha1 | Maximum flavor retention, cost efficiency | Deep roast holds up through industrial processing |
| Retail Tins / Consumer Pack | Hojicha2, Hojicha3 | Shelf appeal, recognizable flavor | Hojicha2 for mainstream; Hojicha3 for premium positioning |
Not sure which grade fits your product? Talk to our product specialist — we'll recommend the optimal hojicha for your application.
Get a quote, request samples, or discuss custom roast profiles. We respond within 24 hours.