How Hojicha Is Quietly Redefining Tea Culture
The Matcha Rival Has Arrived, And It Smells Like Someone Toasted Kyoto Straight from Japan comes a drink that smells like hazelnuts and freshly baked bread, and it wasn’t invented by a wellness influencer wearing beige linen. This thing called hojicha started life as an everyday brew for normal people. And now, somehow, it has become the latest global obsession. You can’t escape it. It’s everywhere, in pretentious cafés that insist on calling themselves laboratories, in pastries, in those frothy milk drinks people queue forty minutes for, and even in ice cream mixes. Hojicha is having a moment, and unlike matcha, which has spent the last decade colonising the Western world one green latte at a time, this toasted tea tells a completely different story. Understanding hojicha means stepping away from fashion trends and realising how a humble Japanese daily drink has accidentally become the world’s newest fetish. The Toasted Tea from Kyoto Hojicha literally means toasted tea, whi...