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Hojicha Latte Development —

Of Research, Ingredient Sensory Evaluation and Recipe Development

12/09/2025 • 4 min • Composed by Hyunjoo Kim

If you are familiar with matcha, you might have also come across its close companion, hojicha, with its warm brown hue and inviting roasted aroma.

What is Hojicha?

Before we dive deeper, you might be curious about what makes hojicha so unique. Unlike matcha, which is a finely ground powder made from young green tea leaves, hojicha is a roasted green tea made from both leaves and stems. Its very name tells the story. “Hōji” in Japanese means “to roast” or “to lightly fire,” while “cha” simply means “tea.” Put together, hojicha literally translates to “roasted tea.” The roasting process gives it a warm brown colour, a nutty, toasty aroma, and a smooth flavour that feels gentle and satisfying. With much lower caffeine compared to other green teas, it is often enjoyed in the evening or as a calming alternative to coffee.

Our Motivation

At first glance, developing a hojicha latte might seem like simply following a trend. But for us, hojicha is much more than that. We see endless possibilities in the ways it can be enjoyed, just like matcha, and our true motivation comes from our love for its unique roasted flavour, whether in a steaming cup or over ice. Yet, despite hojicha’s charm, we often felt disappointed when trying hojicha lattes elsewhere. The flavours too often fell flat, leaving a taste that did not do justice to this tea. That experience inspired us to create something different—a hojicha latte that leaves a lasting, positive impression, highlighting the full character of hojicha and allowing people to enjoy it without compromise.

Behind the Project

Following our matcha project, we began experimenting with hojicha recipes. This process felt a little easier than matcha development, thanks to our strong relationships with Japanese suppliers who had provided us with matcha. Many of them also offered beautiful hojicha powders, allowing us to save time on sourcing and dive straight into recipe testing.

What surprised us most was how distinct each hojicha sample tasted. The roasting level played a huge role, resulting in a wide range of flavours. One reminded us of coffee, another carried notes of roasted sesame. The diversity was fascinating, and it also made our decision clearer. After narrowing down the samples, we realised that no single powder fully captured what we were looking for. As with matcha, the solution came through blending. By combining two different hojicha powders, we were able to highlight the depth of flavour and achieve the smooth texture we envisioned for our hojicha latte.

Coming Soon

We have finalised two types of hojicha powders: a pure powder type and a latte powder with added sweetness from organic panela. The pure powder is versatile. You can create your own recipes with honey, agave, or sugar, or enjoy it as it is. The latte powder is gently sweetened with organic panela, providing a natural sweetness without overpowering the roasted hojicha flavour.

We are proud that Hojicha products are certified organic by JAS and ACO, reflecting our commitment to quality. While most of Somage’s products are certified organic, this is especially important for powders. Unlike tea leaves, which are steeped and then discarded, powders are consumed entirely, making it essential to minimize exposure to harmful chemicals and maximize nutrient integrity. At the factory, we dedicate significant effort to maintain these organic standards, ensuring every scoop meets our values and your expectations.

We can’t wait for you to experience the warmth, depth, and comforting flavour of our hojicha powders.