Beyond Matcha: The Japanese Teas Most People Have Never Heard Of
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If matcha brought you to Japanese tea, you're in good company. It's become one of the most talked-about ingredients in the food and drink world, and for good reason: the flavour is distinctive, the ritual is satisfying, and the quality ceiling is genuinely high.
But matcha is just the beginning. Japan has a tea culture that runs centuries deep, and some of the most interesting, most rewarding teas it produces are ones most people outside that culture have never tried. If you've fallen for matcha, there's a very good chance at least one of these will become your new favourite.
Here are four Japanese teas worth getting to know.
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Sencha: The Soul of Japanese Tea
Sencha has been the most beloved tea in Japan since the 18th century, when growers developed a way of processing the leaf that would preserve everything fresh and vital about it. The result was a tea that became central to daily Japanese life — not because it was simple or convenient, but because it was genuinely good.
What makes our version special starts in the field. Twenty days before harvest, canopies are erected over the bushes to slow their growth, allowing chlorophyll to build in the leaves and the flavour to deepen. By the time the leaves are picked, that care is already written into them. In the cup, our Sencha Saemidori has a deep, juicy character — fresh and vibrant, with a complexity that reflects the extraordinary attention paid to every stage of its production.
It's a tea that rewards brewing well. Keep the water temperature low, around 65–75°C, and you'll find natural sweetness and a clean, green finish. Push it a little warmer or longer and you'll draw out more depth. If you've ever wondered what green tea is supposed to taste like at its very best, this is a fine place to find out.
Best enjoyed: At around 65–75°C, without milk, in a small cup.
Shop our Sencha Japanese green tea here.
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Houjicha: The Japanese Tea for People Who Think They Don't Like Green Tea
Houjicha (also commonly spelled hojicha) is made from the same plant as sencha and matcha, but it goes through an extra step that makes it taste completely different: roasting. The leaves are fired at high temperature, which transforms their colour from green to a warm reddish-brown and their flavour from fresh and grassy to something toasty, nutty and deeply comforting.
If you've tried green tea in the past and found it too vegetal or too grassy, houjicha is worth approaching with an open mind. It shares almost none of those characteristics. It tastes closer to a lightly roasted grain drink than a conventional green tea, which makes it a natural bridge for people more used to coffee or roasted barley drinks. In Japan it's a popular evening tea, appreciated for its warming, settling quality after a long day.
If you're a matcha drinker in particular, our houjicha powder is worth trying. It can be whisked and prepared in exactly the same way as matcha, giving you that same satisfying morning ritual but with the toasty, roasted depth of houjicha instead. It also makes a great latte — and if you're after something a little sweeter, a dash of maple syrup complements it beautifully.
Best enjoyed: In a large mug, any time of day, including after dinner. Try it as a latte with oat milk and a touch of maple syrup for something special.
Shop our Houjicha and Houjicha Powder here.
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Genmaicha: Green Tea with Toasted Rice
Genmaicha has a good origin story. Hundreds of years ago, Zen monks are said to have noticed rice left stuck to the inside of their cauldrons after meals. Rather than waste it, they added tea and water to loosen the grains — and in doing so stumbled on a combination that's been a Japanese classic ever since.
The blend of sencha and roasted brown rice produces something genuinely distinctive. The green tea delivers a clean, fresh base with a medium umami depth, and the toasted rice adds warmth, nuttiness and a gentle savoury aroma that makes the whole thing deeply comforting. The rice occasionally pops during roasting, which is where genmaicha gets its other name: popcorn tea.
It's a smooth, mild drink that pairs naturally with food, particularly fish, rice dishes and light Japanese cooking. Brew it at around 70–80°C and it's one of the most forgiving teas in our Japanese range — hard to get wrong, and very easy to keep coming back to.
Best enjoyed: At 70–80°C, with or without food.
Shop Genmaicha green tea with rice here.
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Kukicha: Where to Begin with Japanese Green Tea
Most teas are made exclusively from leaves. Kukicha is made from both the leaves and stems of the tea bush, which gives it a character unlike anything else in our Japanese range.
The stems bring a naturally low astringency to the cup, which means what you taste is fresh, green and gently sweet, with a mild bitter-sweet quality and a soft umami depth that feels distinctly Japanese. Ours brews to a beautiful emerald green, with a mouthfeel that belies its understated reputation. This is a tea with real finesse.
It's also one of the more approachable Japanese green teas to brew well. Where some teas in this category require precise temperature and timing to give their best, kukicha is more generous. Get the basics right and you'll have an excellent cup. It also re-steeps beautifully two or three times, with each infusion offering something slightly different. If you're new to Japanese green teas and not sure where to start, this is a very good answer.
Best enjoyed: At around 65–75°C, brewed gently. Re-steep two or three times.
Where to Start
If you're a matcha drinker looking for your next step, our honest recommendation would be to try houjicha first. It shares matcha's depth and comfort but takes you somewhere completely different flavour-wise, and its warming, toasty character makes it a natural evening companion to your morning matcha ritual.
From there, sencha gives you the cleaner, brighter side of Japanese green tea. Genmaicha adds something playful and food-friendly. And kukicha, when you get to it, is one of those teas that tends to quietly become a staple.
All four are available now alongside our full range of Japanese teas including matcha.