News article
Britain turns to hojicha as matcha's next wave
Japanese green tea exports to Britain, including matcha and hojicha, are forecast to surge to approximately 450 tonnes in 2025—roughly triple the prior year—according to the World Bank. Hojicha's appeal in Europe and America stems from its aromatic profile, lower bitterness, and reduced caffeine content compared to other green teas, positioning it as the successor to the matcha boom in Western markets.
世界のまちかどで：ここに注目！／589 イギリス 抹茶の次はHOJICHA - 毎日新聞
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- Japanese green tea exports to UK projected at ~450 tonnes in 2025, up 3× year-on-year
- Hojicha gaining ground in US and European markets as matcha demand plateaus
- Lower caffeine and milder bitterness driving hojicha's appeal to Western consumers
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