Not scorching the leaf. Waking the aroma.

I like hojicha. I liked it enough to start an association.

Behind a cup of hojicha are the choices made by its producers: stems or leaves, growing areas and roasting methods. We want to share these differences and ways to enjoy the tea, alongside the words of the people who make it.

What we want to pass on is not difficult etiquette. It is the pleasure of smelling, drinking, and being able to say 'today's is a little deeper'. Because this is a tea that children and older people have drunk at the same table, anyone can stand at the entrance.

The Japan Hojicha Association wants to grow the number of people who can talk about hojicha starting from the roast, to find shops across the country where hojicha takes the lead, and to collect the words of the people who make it. Look something up in the encyclopedia, play with the quiz, take the map and go to a shop. If that cup tastes a little more toasted than usual, then we have done our job.

Representative, Japan Hojicha Association