Warm. Toasted. Nutty.

Japan's best-kept tea secret. Arriving in London, October 2026.

The Hojicha Effect

Deeply toasted and naturally kind.

Hōri is made for those who want a rich, satisfying ritual without the caffeine compromise. Our roasting process softens the edge, leaving only warmth, calm, and focus.

Good for your gut, good for your skin, good for your mind.

Discover the Effect

Founding Hōri

After years of caffeine sensitivity, I went looking for a ritual that was as rich as it was gentle. I found it in Japan, in a quiet tea house, in the scent of toasted cocoa.

Hōri is my way of bringing that moment home to you.

Our Story

ask us.

What exactly is Hojicha?

Hojicha is a roasted Japanese green tea. Unlike traditional green teas that are steamed, Hojicha is slow-roasted to create a warm, toasty aroma and a smooth, nutty flavor. It’s earthy, comforting, and naturally bitter-free.

Is Hojicha low in caffeine?

Yes. The roasting process naturally lowers the caffeine content, making Hōri a gentle alternative to coffee or matcha. It’s a great choice for those who are caffeine-sensitive or mindful of iron absorption. You can even drink it in the evening, it’s designed to help you unwind and feel grounded without disturbing your sleep.

Why haven’t I heard of Hojicha before?

In Japan, hojicha is a beloved daily staple - but it's rarely been exported with the same intention as matcha. While matcha took the spotlight for its vibrant colour and energy boost, hojicha's magic is quieter and more complex: a deep, roasted warmth with notes of cocoa and caramel that matcha simply can't offer.

We created Hōri to bring this hidden gem into the modern spotlight. We think it was long overdue.

Where is Hōri sourced?

Our Hojicha is exclusively sourced from the historic Ōmi region in Shiga, Japan. We partner with a family-owned estate that specialises in artisanal roasting, using leaves grown in the unique microclimate surrounding Lake Biwa.

How is the tea packaged inside the tin?

Each 80g serving of Hojicha arrives in a sealed, airtight inner bag within the tin. This ensures maximum freshness and prevents the powder from settling during transit.

For maximum freshness, we recommend keeping your hojicha in its sealed bag inside the tin. If you prefer to transfer the powder directly into the tin — which makes for a beautiful daily ritual — we recommend using it within 3 months for the best flavour.