Premium Hojicha Medium Roast

Understanding Our Hojicha

While this hojicha is grown sustainably and holds official JAS (Japanese Agricultural Standard) organic certification, it cannot be formally labeled as “EU Organic” on our website just yet.

The JAS standard shares an organic equivalence with the European Union, meaning the farming practices are identical in strictness, but the final EU registration is still being processed.

Regarding Private Labeling

Our premium hojicha is available for private labeling at 4.1 € per 30g tin, sold in batches of 33 units. To guarantee maximum freshness, we repack the hojicha directly from 1kg bulk bags into sealed tins.

Tins are supplied fully sealed but unlabeled. If you order your labels through a third-party supplier and ship them to us, we can apply them for 0.10 € per unit (in-house label printing will be available in the future).

We can also pack the hojicha in doypacks or in 40 g, 50 g, and 60 g tin cans.

You can place your order directly on our website, or feel free to contact us if you have any questions.

Discover the Balanced, Toasty Flavor of Our Medium Roast Hojicha Powder

We tasted hundreds of medium-roast hojicha powders before selecting this one from Aichi Prefecture. Here’s our 4-step professional tasting method so you know exactly what your customers will experience:

Step 1 – Appearance

A warm, chestnut-brown powder with a fine, silky texture. When whisked, it forms a light amber liquid with a subtle foam; a touch of roasted warmth without overpowering darkness.

Step 2 – Aroma

Welcoming roasted notes lead the way: toasted almonds, gentle caramel, hints of cocoa, and a soft, earthy undertone. The pyrazine aroma is soothing and inviting, making it ideal for trendy hojicha lattes gaining buzz on TikTok and Instagram.

Step 3 – Taste

Smooth and naturally sweet with a balanced roast. Opens with caramelized nuts and subtle green tea freshness, evolving into a mild chocolatey depth. No bitterness, even in bolder mixes, the medium roast highlights a harmonious sweetness and gentle toasty finish.

Step 4 – Mouthfeel

Silky and medium-bodied with minimal astringency. Blends creamily with oat or almond milk, creating lattes that rival coffee but with a lighter, more approachable vibe.

Sourced Directly from Aichi Prefecture, Japan

Aichi is one of Japan’s hidden gems for high-quality roasted teas. The region’s unique microclimate and traditional roasting techniques produce hojicha with exceptional depth and consistency.

We work with trusted family farms that follow organic practices (no synthetic pesticides), even though we keep it non-certified to keep prices competitive for your business. Every batch is personally approved in Japan before it ships to our warehouse in Belgium.

Why Medium Roast?

The medium roasting level strikes a perfect balance: it reduces caffeine to very low levels (<15 mg per cup), enhances natural sweetness, and maintains versatility. Your customers will appreciate it as a calming alternative to coffee or matcha, suitable for any time of day.

How to Prepare – Super Simple for Busy Cafés

Classic Hot Hojicha Latte (350 ml)

1. Sift 4–5 g of HM-3 into a bowl or jug.
2. Add 60 ml hot water (80 °C).
3. Whisk vigorously in M/W motion until frothy (10–15 seconds).
4. Pour over 240 ml steamed or frothed milk (dairy, oat, almond).
5. Sweeten if desired (brown sugar or vanilla syrup pair perfectly).
6. Iced Version → same steps, pour over ice.
7. Pure Hojicha Tea → 2 g + 200 ml 85 °C water, whisk or stir.

Pro tip for cafés: pre-mix the “shot” in the morning, it holds well for hours.

Who Are We?

Hojicha Wholesale is a founder-led importer based in Hasselt, Belgium. Auré started it after struggling to find good hojicha for his own tea shop without huge minimum orders. Today we import directly from Japanese producers and supply cafés, brands and food manufacturers across Europe from 1 kg. More about us.