Dubai doesn’t waste time when it comes to new food and drink trends. The city’s cafés have tried just about everything: black lattes, blue smoothies, you name it. But right now, a more grounded drink is quietly working its way onto menus. It’s called hojicha, and no, it’s not another matcha knockoff that has landed in Dubai.
What Makes Hojicha Different From Matcha?
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Hojicha starts out as green tea, but it doesn’t taste like the one you know. That’s because the leaves get roasted. Once that happens, the flavor shifts completely. The usual bitterness and grassy notes disappear. What you get is something warm and toasty that goes down easy. It’s got a nutty depth, a little smokiness, almost like roasted hazelnuts with a touch of caramel. It’s the kind of tea that makes you pause, breathe, and just enjoy being still for a minute.
Hojicha isn’t new, though. It’s been around for close to a hundred years. It started in Kyoto when tea producers roasted leftover leaves, stems, and stalks to avoid waste. The flavor hit a nerve, and the drink stuck around. Now, it’s made with intention, not just leftovers.
Why Dubai Is Catching On Now
Dubai’s café culture thrives on curiosity. The city’s food scene moves fast, but it also appreciates craft and story. Hojicha checks those boxes. It brings a bit of Japanese tradition into a modern cup.
One big reason for its rising popularity? Caffeine. Hojicha has a lot less of it compared to matcha. You can drink it in the evening without messing up your sleep. You can even have two cups in a row and still feel balanced.
It also helps that hojicha isn’t trying to be flashy. There’s no bright color or overload of sugar. Just clean flavor, subtle sweetness, and a roasted depth that lingers. It’s the kind of drink that’s not loud but leaves an impression.
How It’s Being Served In Dubai
If you’re new to hojicha, start with a hojicha latte. You’ll find both hot and iced versions around town. Most places offer it with oat milk or regular milk. Some add a touch of brown sugar or honey, but even plain, it holds up.
Cafés are also experimenting. Hojicha affogato poured over ice cream is showing up on menus. Think tight menus, good ingredients, and a slower pace.
Where To Try Hojicha In Dubai
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Ready to sip? These spots are already serving solid hojicha options:
- PEKOE Tea & Bread Bar
- Maison Cha Cha
- Otaku
- The Matcha Tokyo
- Avantcha Tea Bar
- YOOCHA Matcha
Also Read: Matcha Vs Hojicha: 7 Key Differences To Know Before You Sip
Hojicha or Matcha?
Matcha hits hard. It’s loaded with caffeine and antioxidants, so it gives you a real boost. But the taste? Not everyone’s into it right away. It’s bold, a little grassy, and definitely something you grow to like. If it’s not prepared right, it can feel chalky or leave your mouth dry.
Hojicha is easier. Even people who say they don’t like green tea usually warm up to hojicha due to its mellow and easy notes.
Final Thought
Dubai’s embrace of hojicha isn’t just about novelty. People are moving toward drinks that feel intentional. There’s a growing appetite for calm over chaos. Hojicha fits into that shift. No glitter. No gimmicks. Just a warm cup with a bit of depth and a lot of comfort.
If you haven’t tried hojicha yet, now’s a good time. It’s not here to replace anything. It’s just offering a quieter option.
Cover Image Courtesy: CanvaPro/pixelshot
For more such snackable content, interesting discoveries and the latest updates on food, travel and experiences in your city, download the Curly Tales App. Download HERE. First Published: July 26, 2025 2:25 PM