Meanwhile

Here’s a tea that’s rewriting the script: hojicha, the roasted green tea gaining traction as matcha’s more approachable sibling. While matcha’s global dominance is undeniable—its vibrant green hue and ceremonial mystique have made it a social media staple—its supply chain is fraying. Japan, the heart of high-quality matcha production, faces record-breaking heatwaves and a slow, labor-intensive process that can’t scale fast enough. As demand outpaces availability, quality has suffered, leaving consumers craving something different. Enter hojicha: a Japanese tea that’s warm, nutty, and quietly reshaping the conversation. Matcha’s intensity—its grassy umami, high caffeine, and ceremonial roots—has made it a symbol…