Could hojicha be the next matcha?
Key takeaways Surging global demand for matcha has strained traditional Japanese supply chains. Hojicha offers a nutty-flavoured, low caffeine alternative. Modern matcha focuses on aesthetics while hojicha emphasises comfort and familiarity. Specialty coffee shops should prioritise transparency and quality when sourcing both. Matcha is everywhere. The vivid green powder, once associated almost entirely with Japanese…