Food trends
Oct 9, 2026DrinksTikTokSteady

Hojicha Latte on TikTok: What People Are Saying

Hojicha lattes are cozy ritual content with café hunts; bold flavors are under-served while brand launches crowd the feed.

Last 4 weeks

+1%

Google searches vs 26 Jul to 5 Sep

Total social media mentions

~29K

TikTok, last 12 months

Views

~19M

on posts about this trend

Best post this month

11K

views · watch it ↗

Search, last 12 months

What people post about

Flavored hojicha lattes28% of posts4.6% averageOpeningExample ↗
Café finds14% of posts4.8% above averageProvenExample ↗
Hojicha powder reviews11% of posts4.3% averageProvenExample ↗
Cozy routines8% of posts6.8% above averageProvenExample ↗
Coffee-hojicha hybrids5% of posts5.6% above averageProvenExample ↗
Low-caffeine option2% of posts5.7% above averageEmergingExample ↗
Product launches13% of posts3.6% below averageCrowdedExample ↗
Home hojicha latte16% of posts2.5% below averageSkipExample ↗
Matcha and coffee comparisons5% of posts2.8% below averageSkipExample ↗

Opening engages well, few people post it. Proven engages and reaches. Emerging only a few posts so far, too early to judge. Crowded lots of posts, weak engagement. Skip low on both. Engagement = median rate, this trend averages 4.2%.

Post this

Three ideas built from the angles, formats and hooks that work for this trend.

1

Flavor Riffs: Hojicha Trio

Result first, then overhead steps for miso honey, cookie butter foam, and black sesame hojicha riffs; add on-cup flavor callouts.

Voiceover with b-rollDemonstration hookFlavored hojicha lattes
2

Best Hojicha In Town

Hit three cafés, order hojicha lattes, capture first sips, quick on-screen ratings and price, then crown a winner; comments suggest next stops.

Vlog or day in the lifeRelatability hookCafé finds
Example TikTok post by @nika_dySee an example · 61K views ↗
3

5PM Hojicha Reset

Direct-to-camera open about your wind-down ritual, then cut to cozy B-roll of whisking, steaming, pouring, and settling in with a book.

Talking headRelatability hookCozy routines
Example TikTok post by @icedmatchaconsumerSee an example · 78K views ↗

How to post it

Tutorial or demo dominates at 30% of posts. Talking head earns the best engagement (5.6%).

Tutorial or demo30% of posts · 4.7% ER
Most used
TikTok post by @reelpages: oh shin’ya u never fail to amaze me 😩 a one of a kind hojicha indeed!!! that deep dark…TikTok post by @ourlovelypak: My new obsession 😍 HOJICHAAA!! @umacha co.
Talking head25% of posts · 5.6% ER
Best ER
TikTok post by @nomnomjess: PSA❕your favorite hojicha powder AIKO is finally finally available to purchase in 50gr…TikTok post by @mildmatcha: Matcha trend except with its older sister: HOJICHA 😌FINALLY had time to edit this!…
Product showcase or unboxing12% of posts · 2% ER
TikTok post by @patriciaisy: The post provides a step-by-step guide on how to prepare a Hojicha latte at home. It…TikTok post by @adimatcha: This is my first hojicha which I bought from my recent trip to Japan, it’s Hoho Dark…

Do more of this

  • Vlog or day in the life6.2%7% of posts
  • Talking head5.6%25% of posts
  • Demonstration hook5.5%4% of posts

Skip this

  • Product showcase or unboxing2.0%12% of posts
  • Slideshow or carousel2.5%12% of posts
  • Transformation Promise hook3.1%10% of posts

Median engagement rate; this trend averages 4.2%.

Posts to learn from

The posts that beat this trend's engagement, and how they were made.

Talking headCuriosity hook
Tutorial or demoRelatability hook
Talking headCuriosity hook
Talking headDemonstration hook
Tutorial or demoRelatability hook
Talking headCuriosity hook

Who to work with

AngeloAngelo@_angelomarasigan3.2MviewsStarbucks SingaporeStarbucks Singapore@starbuckssg420Kviewsjes 🍵jes 🍵@reelpages310Kviewsjap.paulino on IGjap.paulino on IG@jap_paulino250Kviewsliz pak ★liz pak ★@ourlovelypak220Kviews

Brands in the conversation

What people ask

Comparisons3

  • Did you know it has about half the caffeine of matcha?
  • If you don't like matcha, maybe you'd prefer hojicha?
  • what’s better than a hojicha latte though?

What is it3

  • For those who don't know what hojicha is?
  • If you have never had hojicha and you're wondering what it tastes like?
  • What is Hojica Matcha?

How to use it2

  • now tell me all the ways you drink it because I need recipes
  • Let me know how you guys make your Hojicha?

Where to get it1

  • but what about the best hojicha spots?

Price and cost1

  • Hojicha Latte for only 140?

Searched on Google

Is hojicha latte nice?

TikTok creators share cozy rituals and café tastings centered on hojicha lattes, and viewers frequently look for favorite spots and flavors.

How to make a hojicha latte?

TikTok creators post simple at-home tutorials using hojicha powder mixed with milk.

What is a hojicha latte?

TikTok creators show a latte made with hojicha powder and milk, featured in comfort routines and café videos.

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