Aiya Tea launches its first hojicha at ACF’s 10th Edition, and we’re still swooning.
At the 10th edition of The Amsterdam Coffee Festival,one launch stood out among visitors and industry professionals alike: Aiya Tea’s Organic Hojicha Roasted Matcha. Presented for the first time in Europe, the release marked a key moment in the growing crossover between speciality tea and modern café culture.
What Makes Aiya’s Hojicha Special?
Aiya – THE TEA is globally recognised for its ceremonial-grade matcha, and the same level of craft sits behind this new release. Their Organic Hojicha Roasted Matcha is made entirely from Aiya-grade Tencha, the leaf used for their premium matcha. Once finely ground, the tea is gently roasted to develop its signature warmth.
The result? A powdered tea that’s mild, nutty, chocolatey and deeply soothing, with a colour reminiscent of dark chocolate or slow-roasted coffee.
A Cup That Calms Instead of Kicks
Hojicha is naturally low in caffeine, making it a welcome choice for afternoons, evenings, younger drinkers, older tea lovers, or anyone who wants flavour without the buzz. It’s gentle on the stomach yet full of depth — a rare combination, and part of the reason it gained so much attention at the festival.
How to Prepare Hojicha Roasted Matcha
Traditional Method
- Add 2g of Hojicha Roasted Matcha to a matcha bowl
- Pour 80ml of water at 80°C
- Whisk for 15 seconds until incorporated and lightly frothy
Modern Latte Method
- Sift the powder directly into a milk frother
- Add milk of choice
- Froth until creamy and fully blended
The powdered format also lends itself perfectly to baking, desserts and creative café specials.
From Festival Launch to Daily Ritual
Aiya’s first Hojicha release didn’t just make waves at ACF 2025 — it quickly became a new daily ritual for many who tried it. Warm, grounding and endlessly versatile, this roasted matcha sits comfortably between tradition and the evolving tastes of today’s café scene.
Missed the launch? Don’t worry— you’ll see much more Hojicha at The Amsterdam Coffee Festival 2026.
Until then: whisk, froth, sip, repeat.