The New Japanese Tea Trend Growing Across The UK

The North East has embraced everything from artisan coffee to bubble tea in recent years, but a different drink is now catching the attention of cafe-goers. Hojicha, a roasted Japanese green tea with a naturally nutty and caramel-like flavour, is quietly appearing on more menus as people look beyond the familiar matcha latte.

While matcha has dominated social media thanks to its vibrant green colour and wellness reputation, hojicha offers something different. The roasting process creates a smoother, less grassy taste with significantly less caffeine, making it attractive to people who enjoy speciality drinks without the stronger buzz associated with coffee or matcha.

The trend has already gathered pace across the UK, and independent cafes throughout Newcastle and the wider North East are well placed to benefit as customers continue searching for new flavours inspired by Japanese food and drink culture.

Why people are choosing hojicha instead.

Unlike matcha, which is made from finely ground green tea leaves, hojicha is created by roasting green tea leaves at high temperatures. This gives it its distinctive brown colour along with notes of toasted nuts, cocoa and light caramel.

For many first-time drinkers, the flavour is simply easier to enjoy. It is less bitter than matcha while still offering many of the antioxidants associated with green tea.

Health-conscious consumers are also drawn to its lower caffeine content. Some nutrition experts estimate a typical cup of hojicha contains around 8mg of caffeine compared with approximately 70mg in a serving of matcha, although the exact amount varies depending on preparation.

Newcastle cafes could benefit from the next tea trend.

Newcastle's independent coffee scene has built a reputation for quickly embracing international food and drink trends. From Ouseburn to Jesmond, customers regularly seek out seasonal specials, unique flavours and social media-worthy drinks.

Hojicha fits neatly into that growing demand. Its warm roasted flavour works equally well in hot drinks, iced lattes, desserts and even baked goods, giving cafes multiple ways to introduce it without completely changing their menus.

With consumers increasingly looking for lower caffeine alternatives and more mindful drinking habits, industry observers believe hojicha could become one of the standout speciality drinks of 2026.

The numbers behind the growing popularity.

Search data suggests interest is rising rapidly.

Google Trends data indicates worldwide searches for "hojicha" have increased by around 55 percent since early 2025, while searches for "hojicha latte" have jumped by approximately 173 percent over the same period.

Individual cafes have also reported impressive growth. Some UK businesses say sales of iced hojicha lattes increased by around 55 percent year-on-year, reflecting growing awareness beyond dedicated tea enthusiasts.

Meanwhile, demand for matcha has become so strong globally that some premium Japanese producers have introduced purchasing limits due to supply pressures, opening the door for alternatives like hojicha.

Why this trend may have staying power.

Unlike many viral drinks, hojicha appeals for reasons beyond appearance. Its naturally comforting flavour, versatility and lower caffeine content mean it can be enjoyed throughout the day rather than only as a morning pick-me-up.

For Newcastle and the wider North East, where independent cafes continue to experiment with seasonal menus and premium beverages, hojicha could become much more than another social media craze. If current trends continue, it may soon sit alongside flat whites and matcha lattes as a regular feature on cafe menus across the region.

Join the discussion.

Have you spotted hojicha on a menu anywhere in Newcastle or the North East?