In the cafes of London and beyond, a quieter Japanese tea is finding its moment — not through spectacle, but through taste. Hojicha, roasted until its bitterness softens into something nutty and warm, is tracing the path matcha walked a few years ago, arriving at a time when more people are asking not just what a drink looks like, but what it actually offers. This small shift in a cup reflects something larger: a culture slowly learning to choose substance alongside style.
BBC News
· May 08, 2026
· society
· 5 min read
High
Sourcing: Verified
Hojicha rises as matcha's trendy successor in UK cafes
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Bias & Framing
⚖
BBC presents hojicha's UK cafe rise as a straightforward trend story with balanced sourcing from industry players and consumers, showing minimal bias.
Bias Direction
center
Confidence
MED
Trend journalism using anecdotal evidence and industry data points. Frames hojicha as matcha's natural successor through growth statistics and expert commentary, positioning it as an inevitable market evolution rather than manufactured hype.
Move over matcha
creeping onto café menus
hit the menu
less Instagrammable
not as sexy as matcha
Consumer health/nutrition expert analysis of caffeine and health claims
Perspective from traditional Japanese tea culture advocates on Westernization
Environmental impact of increased hojicha production/supply chains
Voices from smaller independent cafes (only major chains featured)
Counterargument: why matcha remains preferred or superior
Geopolitical Impact
🌎
Hojicha tea's rising UK cafe popularity reflects Japan's soft power influence in global food trends, with no significant geopolitical implications.
Escalation Risk
low
Confidence
HIGH
Minimal geopolitical impact. Reflects Japan's cultural soft power in beverage trends and food exports, but represents consumer preference shifts rather than strategic influence.
Economic Lens
📈
Hojicha tea sales surge 55% YoY in UK cafes as consumer preference shifts from matcha to this milder alternative, signaling evolving beverage market dynamics and Japanese food trend adoption.
Market Signal
bullish
Confidence
MED
Food and Beverage Retail
Specialty Coffee/Tea Chains
Agricultural Commodities (Tea)
Food Import/Distribution
Restaurant and Cafe Operations
Consumers benefit from expanded beverage choices with lower caffeine options and different flavor profiles. Increased availability reduces search costs for health-conscious and taste-preference-driven customers. Premium pricing on specialty lattes maintains higher margins for cafes.
Potential agricultural trade discussions around Japanese tea imports; food safety/labeling standards for specialty beverages; possible tariff considerations on imported tea products depending on post-Brexit trade arrangements.