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Hojicha, chai, mate: What could go on to rival matcha?

BBC News · 🇬🇧 public United Kingdom · · 1194 words · By Grace Dean
Japanese Tea Culture Consumer Trends Social Media Influence
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What to know about Japanese Tea Culture

The Japanese tea creeping onto menus Browsing through the menu in a London cafe, Ana Costa wasn't sure what drink she was in the mood for.

Claims checked 15
Techniques found 1
Topics 3

Coverage spectrum

Coverage gap: Low Left coverage
Left0%
Center75%
Right25%

4 sources compared across this story cluster. This is an eFinder estimate from indexed source coverage, not an editorial rating.

What happened

The Japanese tea creeping onto menus Browsing through the menu in a London cafe, Ana Costa wasn't sure what drink she was in the mood for.

Why it matters

She didn't fancy a coffee and was considering a matcha latte, when hojicha caught her eye.

Common ground

A Japanese drink made from green tea, hojicha is dry-roasted at high temperatures to produce a distinctive aroma and nutty flavour.

Perspective signals

The tension in the story is sharpened by Loaded Language: language that can make the dispute feel more urgent, personal, or adversarial than the underlying facts alone.

open_in_new Read the original article: https://www.bbc.com/news/articles/c232kzgm175o?at_medium=RSS&at_campaign=rss

psychologyPropaganda Techniques Detected

eFinder identified 1 propaganda technique in this article. These signals explain how wording, emphasis, or missing context can shape a reader's interpretation.

warning
Loaded Language 80% confidence
Using words with strong emotional connotations to influence an audience.
Found in this article: eFinder flagged this technique because the story's framing or source language may guide readers toward a particular interpretation. Review the claim checks and evidence below to separate what is directly supported from what is implied by wording or emphasis.
Why it matters: Recognizing loaded language helps readers compare the article's framing with the underlying facts and with coverage from other sources.

fact_checkClaims Checked

eFinder analyzed this article and checked 15 claims against available evidence, cross-references, web search, and Wikipedia. Here is what the fact-checking layer found.

schedule Pending 5
info Single Source 5
verified Verified By Reference 2
check_circle Corroborated 2
help Insufficient Evidence 1
schedule
Claim 1: “Chaiiwala... sells around half a million cups of karak chai every month”
PENDING
This claim was extracted as a checkable statement from the article. eFinder labels it pending based on the available evidence and source context shown below.
schedule
Claim 2: “kombucha is now available in some supermarket meal deals”
PENDING
This claim was extracted as a checkable statement from the article. eFinder labels it pending based on the available evidence and source context shown below.
help
Claim 3: “Nielsen IQ data shows sales of other types of tea - including green tea, kombucha and cold carbonated tea - are all rising, too”
INSUFFICIENT EVIDENCE
No evidence was found in the provided search results to confirm or deny the Nielsen IQ data regarding green tea, kombucha, and cold carbonated tea sales.
schedule
Claim 4: “Vibrantly-coloured drinks made with ube, or purple yam, have also been added to Costa Coffee and Starbucks menus this summer”
PENDING
This claim was extracted as a checkable statement from the article. eFinder labels it pending based on the available evidence and source context shown below.
info
Claim 5: “How Matcha now selling one or two cups for every five matcha lattes it sells”
SINGLE SOURCE
The specific ratio of sales (one or two hojicha lattes for every five matcha lattes) is attributed to Rashique Siddique of How Matcha in a single source article.
travel_explore
web search NEUTRAL — Matcha is a finely ground powder of green tea specially processed from shade-grown tea leaves. Shade growing gives matcha its characteristic bright green color and strong umami flavor. Matcha is typic…
https://en.wikipedia.org/wiki/Matcha
travel_explore
web search NEUTRAL — Meanwhile Rashique Siddique, director of How Matcha, says hojicha latte sales have "grown significantly" over the past year, with How Matcha now selling one or two cups for every five matcha lattes it…
https://www.bbc.com/news/articles/c232kzgm175o
travel_explore
web search NEUTRAL — Today I will show you 5 different ways to enjoy matcha, these matcha drinks are delicious and simple recipes you can easily try at home. Timestamps00:00...
https://www.youtube.com/watch?v=uFL136ETAwY
schedule
Claim 6: “Annual sales of chai grew 38% in the year to April [at Bird & Blend]”
PENDING
This claim was extracted as a checkable statement from the article. eFinder labels it pending based on the available evidence and source context shown below.
verified
Claim 7: “It's less bitter than green tea, with a low caffeine content”
VERIFIED BY REFERENCE
Wikipedia and other sources confirm that the roasting process reduces the caffeine content and replaces the vegetative bitterness of green tea with toasty flavors.
travel_explore
web search NEUTRAL — The roasted flavours are extracted and dominate this tea: the roasting replaces the vegetative tones of other varieties of Japanese green tea with a toasty, slightly caramel-like flavour. The roasting…
https://en.wikipedia.org/wiki/Hōjicha
travel_explore
web search NEUTRAL — What is Hojicha Tea? Hojicha is a japanese tea type that stands out from other green teas because of its unique roasting process. This roasting gives the tea leaves a distinctive brown color, setting …
https://www.goteaworld.com/hojicha-tea-vs-green-tea/
travel_explore
web search NEUTRAL — The terms "Japanese tea" and "green tea" are often used interchangeably, but did you know that one of the main varieties of Japanese tea is not even green in the form most of us encounter it? Although…
https://japanesetaste.com/blogs/japanese-taste-blog/discover…
schedule
Claim 8: “mate... A bitter, caffeinated tea from South America”
PENDING
This claim was extracted as a checkable statement from the article. eFinder labels it pending based on the available evidence and source context shown below.
info
Claim 9: “The quantity of powdered matcha sold at UK supermarkets and convenience stores has grown more than fourfold over the past year, with shoppers spending nearly £9m on it over the last 12 months, according to data from research company Nielsen IQ”
SINGLE SOURCE
The specific figures (£9m and fourfold growth) are attributed to Nielsen IQ in one source article. Other results for Nielsen IQ are general company descriptions and do not contain these specific data points.
travel_explore
web search NEUTRAL — The quantity of powdered matcha sold at UK supermarkets and convenience stores has grown more than fourfold over the past year, with shoppers spending nearly £9m on it over the last 12 months, accordi…
https://www.bbc.com/news/articles/c232kzgm175o
travel_explore
web search NEUTRAL — Data-driven insights to power CPG manufacturer and retailer growth this year.Do you have the Full View? NIQ’s ecosystem of data, emerging tech, AI and experts delivers the most complete and clear unde…
https://nielseniq.com/
travel_explore
web search NEUTRAL — A global leader in media measurement, analytics and insights, Nielsen shapes the future of media with accurate measurement of what people listen to and watch worldwide.
https://www.nielsen.com/
verified
Claim 10: “hojicha is dry-roasted at high temperatures to produce a distinctive aroma and nutty flavour”
VERIFIED BY REFERENCE
Wikipedia and multiple web sources confirm that hojicha is a Japanese green tea produced by roasting leaves at high temperatures (specifically 150°C) to create a distinctive nutty/caramel aroma.
travel_explore
web search NEUTRAL — It is distinctive from other Japanese green teas because it is roasted in a porcelain pot over charcoal. It is roasted at 150 °C (302 °F) to prevent oxidation and produce a light golden colour, as opp…
https://en.wikipedia.org/wiki/Hōjicha
travel_explore
web search NEUTRAL — Mar 13, 2026 · Hojicha, a roasted Japanese green tea, offers a smooth, toasty flavor and is gaining popularity worldwide. Unlike matcha, hojicha is made from mature tea leaves, roasted for a warm, car…
https://www.marthastewart.com/what-is-hojicha-11923342
travel_explore
web search NEUTRAL — Oct 31, 2025 · Hojicha (pronounced HO-jee-cha) is a type of Japanese green tea made from the same plant as matcha and sencha, but with a twist—it’s roasted. Instead of being steamed like most green te…
https://www.tasteofhome.com/article/what-is-hojicha-and-how-…
info
Claim 11: “Twinings, for example, branched out into selling sparkling fruity tea in cans in 2024”
SINGLE SOURCE
The claim about Twinings selling sparkling fruity tea in cans in 2024 appears in the source article 'Hojicha, chai, mate...', but no other independent sources in the provided evidence confirm this.
check_circle
Claim 12: “The tea even hit the menu for the first time at east London coffee roasters Grind this summer, in the form of a black sesame hojicha”
CORROBORATED
Two separate web results confirm that Grind launched a summer menu featuring a 'Black Sesame Hojicha' across London and Manchester locations.
travel_explore
web search NEUTRAL — Grind's hotly anticipated Spring/Summer drinks have landed across London and Manchester, and we guarantee they'll have people queuing for a taste. The cult coffee hotspot has created three irresistibl…
https://vergemagazine.co.uk/grind-cult-coffee-bottomless-bru…
travel_explore
web search NEUTRAL — Our coffee delivery service brings great coffee to your door. Order your freshly-roasted coffee online today for free UK delivery £30+.
https://grindcoffeeroasters.com/pages/summer-serves
travel_explore
web search NEUTRAL — Coffee brand Grind has launched a new summer menu with "bold" flavours as it expands its matcha and coffee lineup. Available across Grind locations in London and Manchester, the coffee chain is launch…
https://www.thegrocer.co.uk/news/grind-launches-summer-menu-…
info
Claim 13: “At matcha chain Jenki, iced hojicha latte sales were 55% higher across its six London cafes between January and April than during the same time period the previous year”
SINGLE SOURCE
The specific statistic (55% increase) is only reported in the source article. Other results for Jenki Coffee are social media profiles and do not provide sales data.
travel_explore
web search NEUTRAL — At matcha chain Jenki, iced hojicha latte sales were 55% higher across its six London cafes between January and April than during the same time period the previous year.
https://www.bbc.com/news/articles/c232kzgm175o
travel_explore
web search NEUTRAL — In the last decade, there has been an unprecedented increase in the number...
https://www.tandfonline.com/doi/full/10.1080/26895269.2022.2…
travel_explore
web search NEUTRAL — Explore Jenki Coffee for the best iced coffee and matcha experiences in London. Discover cozy spots and refreshing drinks that will energize your day!See more videos about Coffee and Vanilla, Coffee, …
https://www.tiktok.com/discover/jenki-coffee
check_circle
Claim 14: “As of February, even Greggs is selling it [matcha]”
CORROBORATED
Two independent sources ('Hojicha, chai, mate...' and 'Pellicle') confirm that Greggs has added matcha to its menu as of February.
travel_explore
web search NEUTRAL — Matcha is a finely ground powder of green tea specially processed from shade-grown tea leaves. Shade growing gives matcha its characteristic bright green color and strong umami flavor. Matcha is typic…
https://en.wikipedia.org/wiki/Matcha
travel_explore
web search NEUTRAL — As of February, even Greggs is selling it.Twinings, for example, branched out into selling sparkling fruity tea in cans in 2024, while kombucha is now available in some supermarket meal deals.
https://www.bbc.com/news/articles/c232kzgm175o
travel_explore
web search NEUTRAL — Matcha is even on the menu at that bastion of the Middle-English mainstream: Greggs. And it’s not just matcha lattes. As British companies have found increasingly novel applications for matcha, store …
https://www.pelliclemag.com/home/2026/3/16/its-not-easy-bein…
info
Claim 15: “Hojicha tea has always been on the menu, in its traditional form, at chef Shuko Oda's Koya restaurant in London”
SINGLE SOURCE
The claim is explicitly stated in one article ('Hojicha, chai, mate: What could go on to rival matcha?'), but other search results for Koya restaurant only provide general descriptions and do not mention the tea menu specifically.
travel_explore
web search NEUTRAL — Hojicha tea has always been on the menu, in its traditional form, at chef Shuko Oda's Koya restaurant in London. "Traditionally, we don't put milk or any sugar or sweetenings in with hojicha," Oda say…
https://www.bbc.com/news/articles/c232kzgm175o
travel_explore
web search NEUTRAL — Located in Bloomberg Arcade, Koya City serves the best udon noodles, donburi & izakaya-style plates. Top spot for lunch & dinner in the City.
https://www.koya.co.uk/restaurant/city
travel_explore
web search NEUTRAL — Koya in London is a restaurant that absolutely lives up to the hype (and worth queuing for). It’s a tiny, intimate space nestled in Frith Street in Soho boasting handmade udon, seasonal Japanese dishe…
https://www.tiktok.com/discover/koya-restaurant-menu
info Disclaimer: This analysis is generated by AI and should be used as a starting point for critical thinking, not as definitive truth. Claims are verified against publicly available sources. Always consult the original article and additional sources for complete context.