Identified on (2026-10-28)
Signals are not guarantees. A sell-out, a search spike or a celebrity sighting can fade. This page describes public reporting. It is not a forecast, and it is not a reason to buy anything as an investment.
Early–mid
What it is
Hojicha is roasted green tea. The trend version is the latte: iced on café boards, and at home as a powder. The Coffee Bean & Tea Leaf has put hojicha drinks on a fall menu. Black Sheep Coffee has launched a hojicha range on a US autumn menu. The at-home name we are pairing with those menus is Hojicha Co. powder. We do not have a merchant link for that powder in this source list.
Signals we can actually cite
- Search: Martin Bauer cites “hojicha latte” searches up 173%. A Google Trends write-up puts interest at an all-time high in March 2026 and calls out “hojicha vs matcha” as a breakout query. Breakout means a sharp rise from a low base, not a headcount of drinkers.
- Menus, not sell-outs: two US coffee chains have published hojicha drinks for autumn. That is distribution. It is not a report that cups sold out.
We are not comparing hojicha to matcha as a health choice. This is a flavor and menu trend only.
Why this stage and meter
Search is the signal we can point at: a reported 173% lift for “hojicha latte,” an all-time search high in March 2026, and a breakout for “hojicha vs matcha.” US menu launches show the drink leaving search and landing on boards. They are not sell-out figures, so they do not add a resale point. Short-video counts are not in these sources. Meter: 2/5. Nothing here is a nutrition claim.
Related searches
US café menus are one path. The at-home searches are the powder and how to make the drink. People also type iced hojicha latte and hojicha vs matcha latte. This page is not a recipe and not a nutrition claim.
- how to make hojicha latte
- hojicha latte powder
- hojicha latte
- iced hojicha latte
- hojicha vs matcha latte