Houjicha as Roasted Green Tea for a Unique Cafe Experience
In the ever-evolving world of speciality beverages, one Japanese tea is quietly making waves and capturing the attention of forward-thinking cafes: Houjicha. Often overshadowed by the bright green vibrancy of matcha, Houjicha offers a distinctly different experience — one rooted in warmth, depth, and roasted elegance.
Crafted from green tea leaves roasted over high heat, Houjicha transforms the familiar into the unexpected. Its earthy, smoky aroma and mellow, nutty flavour profile make it an ideal alternative to traditional green teas and coffee. As customer demand shifts toward comforting, lower-caffeine, and health-forward options, Houjicha is finding its place on progressive cafe menus across the globe.
It’s no surprise that many in the industry are saying:
“The next wave of matcha is Houjicha.”
What is Houjicha?
Houjicha (also spelt Hojicha) is a type of Japanese green tea that sets itself apart through one defining characteristic: roasting. While most Japanese green teas like sencha and gyokuro are steamed after harvest to preserve their fresh, grassy flavour, Houjicha takes a different path. After the standard steaming process, the tea leaves—often combined with stems or twigs—are roasted at high temperatures, producing a warm, smoky flavour unlike any other green tea.
This roasting process gives Houjicha its signature reddish-brown hue and an inviting aroma that feels more akin to roasted coffee or toasted nuts than to vegetal green tea. The high-heat roasting also significantly lowers the caffeine content, making it an excellent choice for evening sipping or customers sensitive to stimulants.
In traditional Japanese culture, Houjicha has long been favoured by children, the elderly, and those seeking a soothing, low-caffeine drink. But today, it’s stepping into the spotlight as a bold, innovative ingredient in modern cafes—from Tokyo to Toronto.
Flavour Profile of Roasted Green Tea
One sip of Houjicha reveals why this roasted green tea is becoming a standout choice in modern cafes. Its smoky, toasty aroma and smooth, rounded taste offer a comforting departure from the grassy, astringent notes typical of many green teas.
Key Flavour Notes:
- Smoky & Earthy – reminiscent of campfire or roasted grains
- Nutty & Caramel-like – subtle sweetness with a toasted undertone
- Smooth & Low Bitterness – clean finish, no lingering astringency
- Aromatic – warm, woodsy scent that fills the room when brewed
Unlike matcha or sencha, Houjicha’s profile is more aligned with roasted coffee, making it a perfect bridge for coffee drinkers exploring tea. It pairs exceptionally well with dairy and alternative milks like oat or almond, which enhance its roasted creaminess and open the door to various creative menu applications—from cozy lattes to indulgent desserts.
This unique flavour spectrum caters to tea lovers and invites new customers to discover green tea in a whole new way.
Why Cafes Should Embrace Houjicha
In today’s competitive cafe landscape, standing out means more than offering great coffee or classic teas—it means delivering memorable, sensory experiences that surprise and delight. Houjicha does exactly that.
Here’s why Houjicha deserves a place on your menu:
1. A Unique Tea Offering in a Crowded Market
With matcha and chai now staples on most menus, Houjicha provides a fresh, under-the-radar option that instantly signals innovation. Its roasted profile is unfamiliar yet comforting—a flavour journey for curious customers.
2. Low-Caffeine, High-Comfort
Thanks to its roasting process, Houjicha contains significantly less caffeine than matcha or sencha, making it ideal for:
- Evening menus
- Customers who are caffeine-sensitive
- Those seeking a relaxing, warming drink
3. Year-Round Versatility
Houjicha is incredibly adaptable:
- Serve it hot in cozy lattes during colder months
- Offer it iced or blended during summer
- Use it as a base for creative desserts and mocktails
- 4. Appeals to Coffee Drinkers
Its roasted, nutty depth and smooth finish resonate with coffee lovers who may be hesitant to try traditional green teas. Think of it as the “gateway green tea” for espresso drinkers.
5. Visual and Aromatic Appeal
Whether it’s a latte art canvas or a smoky infusion wafting from a mug, Houjicha adds a multi-sensory dimension to your beverage lineup.
Creative Houjicha Recipe Ideas for Cafes
Houjicha isn’t just a tea—it’s a flavour platform. Its mellow, smoky character and versatility make it ideal for various beverages and desserts.
If you’re looking to make your cafe menu stand out, here are some irresistible Houjicha-based ideas to experiment with:
Houjicha Latte (Hot or Iced)
A fan favourite.
- Ingredients: Houjicha powder or strong brew, steamed milk (or oat/almond milk), optional syrup.
- Flavour: Creamy, roasted, slightly sweet.
- Presentation: Top with latte art or a sprinkle of roasted tea powder.
Iced Houjicha with Citrus or Sparkling Water
Refreshing and light.
- Option 1: Brewed Houjicha + yuzu or orange syrup + ice
- Option 2: Cold brew Houjicha + sparkling water + mint
- Perfect for: Summer menus or as a non-caffeinated alternative to iced coffee
Houjicha Tiramisu
A roasted spin on a classic dessert.
- Use Houjicha concentrate instead of espresso.
- Layer with mascarpone cream and Houjicha-soaked sponge
- Garnish with Houjicha powder dusting for a dramatic finish
Houjicha Affogato
A bold and elegant dessert-drink combo.
- Pour hot brewed Houjicha over a scoop of vanilla bean ice cream
- Add toasted nuts or a drizzle of honey for extra indulgence
Houjicha Syrup for Cakes, Cookies, and Boba
Turn brewed Houjicha into a concentrated syrup.
- Use it as a soak for sponge cakes
- Drizzle over pancakes or waffles
- Blend into bubble tea or milkshakes
Hojicha vs Matcha: A Complement, Not a Rival
For years, matcha has reigned supreme as the darling of modern tea culture—bright green, Instagrammable, and packed with energy. But as customer palates evolve, so does the demand for something new. Enter Houjicha—not as a replacement for matcha, but as its perfect complement.
How They Differ:
| Feature | Matcha | Houjicha |
| Color | Vibrant green | Reddish-brown |
| Flavor | Grassy, umami, vegetal | Smoky, nutty, caramel-like |
| Caffeine | High | Low |
| Preparation | Whisked powder | Roasted leaves or powder, brewed or whisked |
| Mood | Energizing & sharp | Calming & cozy |
Why Offer Both?
- Matcha appeals to those seeking a bold, energising boost
- Houjicha appeals to those looking for warmth, relaxation, and novelty
- Together, they create a balanced tea lineup that meets multiple customer needs—from the morning rush to evening unwind.
Sourcing & Preparation Tips
The perfect cup of Houjicha comes with quality ingredients and the right techniques. Whether brewing for a cosy mug or building the base for lattes and desserts, the right sourcing and preparation can make all the difference in flavour and customer satisfaction.
How to Source Quality Houjicha
- Look for Japanese origin — the best Houjicha comes from tea-growing regions like Uji (Kyoto) and Shizuoka.
- Choose stone-roasted or charcoal-roasted types for a deeper, richer flavour.
- Decide between:
- Loose-leaf Houjicha – best for brewing and infusions.
- Houjicha powder – perfect for lattes, baking, and easy barista use.
- Prefer organic or pesticide-free sources, especially if used in food/desserts.
💡 Tip: Partner with direct-import or wholesale Japanese tea suppliers to ensure freshness and authenticity.
Brewing Basics (For Cafes & Baristas)
Loose Leaf Brew:
- 2g per 180ml of water
- 80–90°C (176–194°F)
- Steep for 30–60 seconds
- Re-steep up to 2–3 times
Cold Brew:
- 10g Houjicha in 1 litre of cold water
- Steep in fridge for 6–8 hours
- Strain and serve chilled
Houjicha Concentrate (for Lattes/Desserts):
- Brew a double-strength infusion or whisk Houjicha powder in hot water
- Ratio: 2 tsp powder to 60ml water
- Add sweetener if needed and refrigerate for later use
Storage & Shelf Life
- Store in airtight containers, away from light, heat, and moisture.
- Use within 6 months for optimal flavour.
- Houjicha powder may absorb odours—store separately from strong spices.
Conclusion
In a market saturated with matcha and classic teas, Houjicha offers a refreshing and flavorful detour that invites customers into a cosy, roasted world of comfort and sophistication. With its smooth, smoky profile, low caffeine content, and endless versatility, Houjicha is more than just a trend—it’s an opportunity.
From creamy lattes to artisan desserts, it gives cafes a unique edge that can’t be found in typical tea menus. And as more customers look for innovative yet soothing beverage options, Houjicha is poised to become the next big wave in tea culture.
Here are examples of roasted tea we carry:
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