(Hint: It’s Not Matcha)

Matcha had its moment. Actually… several moments. And while we’re still very much in love with it, something quieter, toastier, and way more underrated is starting to steal the spotlight.

Enter: hojicha.

If you haven’t heard of it yet, you’re not behind, you’re actually early. Ahead of the trend that's starting to hit the States. Hojicha is the kind of tea people discover accidentally, fall deeply in love with, and then wonder how they ever lived without. And in 2026? We’re calling it now: hojicha is the tea everyone’s going to be sipping.

☕ So… What Is Hojicha?

Hojicha (pronounced ho‑jee‑cha) is a Japanese roasted green tea made from the same plant as matcha. Same roots. Totally different personality.

Instead of being steamed and ground bright green, hojicha leaves are roasted, which transforms them into a warm, golden-brown tea with a smooth, comforting flavor and naturally low caffeine. We like to think of it as matcha’s chill, cozy cousin.

If matcha is your focused morning ritual, hojicha is your afternoon exhale.

🌰 The Flavor Everyone’s Talking About

Hojicha tastes nothing like traditional green tea and that’s the magic.

You’ll notice:

• Toasted caramel vibes
• Roasted hazelnut notes
• A cozy, almost campfire-like aroma

Because the leaves are roasted, hojicha is lower in tannins and acidity, making it gentler on the stomach and easier to sip, even for people who swear tea “isn’t for them.”

🍂 A Tea Born From Intention (and Zero Waste)

Hojicha dates back to 1920s Japan, when tea makers began roasting leftover green tea leaves, stems, and stalks over charcoal to reduce waste. What started as a practical solution turned into something special: a tea that was smooth, mellow, and accessible to everyone from kids, adults, and anyone sensitive to caffeine.

In Japanese households, hojicha became the go‑to evening tea. Served after meals, shared with guests, and woven into daily life as a ritual of warmth and hospitality.

🧡 Why People Are Choosing Hojicha Now

There’s a reason hojicha is having a quiet comeback:

• Low caffeine (just 12–18mg per serving)
• Calming energy thanks to L‑theanine
• Easy on digestion and low acidity
• Comfort-forward flavor that doesn’t need much sweetener
• Antioxidant-rich, like other green teas
• Incredibly versatile and easy to use in lattes, boba, baking, iced drinks, you name it

In a world that’s a little overstimulated, hojicha just… makes sense.

☕ Why We Started Carrying It at Matcha Nude

We didn’t add hojicha because it was trendy. We added it because it filled a real gap.

Our community wanted something:

• Cozy but not sleepy
• Flavorful but not overpowering
• Energizing without the jitters
  

And honestly? With the recent global matcha shortage driven by climate shifts, surging demand, limited growing regions, and a crafted, not rushed production process, it felt even more important to introduce a tea that complements matcha beautifully without competing with it.

Hojicha isn’t a backup plan. It’s a ritual all its own.

Like our matcha, our hojicha is:

• Organic
• Directly sourced from Japan
• Tested for purity
  
• Packaged in compostable bags
  

🤎 Why 2026 Is the Year of Hojicha

People are tired of being wired. They want comfort without compromise. They want rituals that actually feel good.

Hojicha checks every box and once you try it, you’ll understand why it’s quietly becoming the tea people reach for again and again.

If matcha helped you reimagine your mornings, hojicha might just change your afternoons.