Matcha, Ube & Hojicha: Why Are These Drinks Suddenly Trending in India?
India has always had a strong love for chai, coffee and refreshing summer drinks. However, in 2026, the Indian beverage scene is becoming much more experimental. Three names in particular are getting attention: matcha, ube and hojicha.
From bright-green matcha lattes to purple ube drinks and nutty hojicha, these beverages are appearing on café menus, social media feeds and even kitchen counters across India.
The trend is not just based on aesthetics. People are also searching for recipes, comparing flavours and learning how to prepare these drinks at home. In fact, Google Search data reported in September 2026 showed that searches for “how to make matcha” in India increased by 1,300% over the previous year.
So, what exactly makes these drinks so popular? And which one should you try first?
Matcha: The Green Drink That Started It All
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Matcha is a finely ground Japanese green tea traditionally whisked with water and increasingly served with milk as a latte.
Its bright green colour immediately makes it stand out from conventional tea and coffee. More importantly, matcha has developed from being a niche café drink into something people are trying to recreate at home.
Recent search data shows just how significant this change has been. Searches for “how to make matcha” rose 1,300% in India, while searches related to matcha whisks and matcha bowls also became breakout queries.
What Does Matcha Taste Like?
Matcha generally has an earthy, vegetal and slightly bitter flavour. When combined with milk, however, it becomes smoother and creamier.
For beginners, flavoured versions can be easier to enjoy. Mango matcha, strawberry matcha, coconut matcha and dirty matcha are among the combinations that have attracted attention in India.
Why Is Matcha So Popular in India?
There are several reasons:
- Its distinctive green colour looks great in photos.
- It can be served hot or iced.
- It works with fruit, milk and coffee combinations.
- People are curious about its preparation ritual.
- It has developed a strong wellness and lifestyle image.
- It can be prepared at home with the right ingredients and tools.
Interestingly, the trend has expanded beyond beverages too. Searches connected with matcha have appeared across lifestyle categories, showing that the colour and aesthetic have become part of a broader trend.
Ube: The Purple Drink Taking Over Social Media
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If matcha owns the green colour palette, ube owns purple.
Ube is a purple-fleshed yam widely used in Filipino cuisine. It has a naturally vibrant purple appearance and is commonly associated with sweet, creamy flavours.
In 2026, ube has started attracting growing curiosity among Indian consumers. Search interest in India reached an all-time high in August 2026, while searches for terms such as “ube latte”, “ube cafe”, “ube matcha” and “ube coconut” also gained traction.
What Does Ube Taste Like?
Ube is generally sweeter and creamier than matcha. Its flavour is often described as having subtle vanilla-like and nutty notes, although the exact taste depends on how it is prepared.
That makes ube particularly suitable for:
- Ube lattes
- Ube milkshakes
- Ube iced drinks
- Ube desserts
- Ube-matcha combinations
- Ube-coconut drinks
Why Does Ube Work So Well on Social Media?
The answer is simple: it looks different.
A purple latte immediately catches attention when placed next to the familiar brown shades of coffee. When combined with milk or foam, the colour becomes even more striking.
This visual appeal is important because modern café culture is increasingly influenced by what people see online. A drink can be delicious, but its presentation can also encourage people to photograph it, share it and eventually search for it.
Hojicha: The Roasted Alternative to Matcha
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Hojicha could be the most interesting of the three for people who find matcha too grassy.
Unlike matcha, hojicha is a roasted Japanese green tea. The roasting process gives it a darker colour and a deeper, toasted and nutty flavour.
Interest in hojicha has also grown considerably. Search interest reached an all-time high in March 2026, while searches for “what is hojicha” and “hojicha latte” showed breakout growth later in the year.
What Does Hojicha Taste Like?
Think of a warm, roasted flavour rather than the fresh vegetal character associated with matcha.
Hojicha is often described as:
- Nutty
- Toasted
- Smooth
- Roasted
- Less grassy than matcha
This makes it an appealing introduction to Japanese tea for people who aren’t immediately convinced by matcha.
Matcha vs Ube vs Hojicha: What’s the Difference?
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Although all three are trending, they offer completely different experiences.
| Drink | Main Ingredient | Colour | Typical Taste | Best For |
|---|---|---|---|---|
| Matcha | Japanese green tea powder | Bright green | Earthy, vegetal, slightly bitter | Tea lovers & experimental drinks |
| Ube | Purple yam | Purple | Sweet, creamy, mildly nutty | Dessert lovers |
| Hojicha | Roasted Japanese green tea | Brown/tan | Toasted, nutty, smooth | People who prefer milder tea flavours |
So, if you enjoy earthy flavours, start with matcha.
If you have a sweet tooth, ube could be your best choice.
And if you want something roasted and less grassy, hojicha deserves a try.
Why Are These Drinks Trending in India Right Now?
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The rise of matcha, ube and hojicha is not happening for just one reason. Instead, several consumer trends are coming together.
1. Social Media Is Driving Beverage Discovery
Instagram, YouTube Shorts and other visual platforms have made unusual drinks easier to discover.
A bright-green matcha latte or purple ube drink can instantly stand out in a feed. Consequently, people become curious about what the drink tastes like and where they can try it.
2. Indian Consumers Want New Flavours
Indian consumers are already familiar with countless regional beverages. Now, international café flavours are being added to that mix.
Japanese and Southeast Asian-inspired drinks are particularly interesting because they offer something different from traditional chai and coffee.
3. Café Culture Is Changing
Specialty cafés are no longer focused only on espresso-based drinks.
Menus are increasingly experimenting with:
- Matcha lattes
- Hojicha lattes
- Ube drinks
- Fruit-infused matcha
- Coconut matcha
- Ube matcha
- Japanese-inspired desserts
Indian cafés are therefore becoming places where customers can experiment rather than simply order their regular beverage.
4. People Are Making Them at Home
This might be one of the biggest changes.
The latest search data suggests that consumers are not simply looking for cafés anymore. They are learning how to make these drinks themselves. Searches for matcha-making equipment, recipes and flavour combinations have grown alongside drink searches.
Which Indian Cities Are Showing the Most Interest?
The trend is spreading across India, but some locations are showing particularly strong search interest.
According to reporting based on Google Search trends, Delhi, Goa and Chandigarh were among the leading locations for searches around “matcha near me”. Telangana showed particularly strong interest in ube, while Delhi also showed notable curiosity around hojicha.
This is important because it suggests that these drinks aren’t restricted to one metropolitan café scene.
The curiosity is spreading into different parts of the country.
Are Matcha, Ube and Hojicha Actually Healthy?
This is where consumers should be a little careful.
The ingredients themselves have different nutritional characteristics, but the final drink can vary considerably depending on the recipe.
A café latte containing flavoured syrups, sugar, cream or sweetened sauces can be very different from a simple tea prepared with unsweetened milk.
Therefore, these drinks shouldn’t automatically be considered “healthy” simply because they contain tea or plant-based ingredients.
A Better Way to Order
If you’re trying to keep the drink lighter, consider:
- Asking for less added sugar.
- Choosing unsweetened milk where available.
- Checking the ingredients in flavoured powders.
- Avoiding excessive syrups.
- Treating wellness claims with some scepticism.
The growing search interest around matcha health and caffeine also shows that consumers are becoming more interested in understanding what is actually inside their drinks.
How to Choose Your First Drink
Not sure where to start?
Choose Matcha If You…
- Like green tea.
- Enjoy earthy flavours.
- Want something less sweet.
- Want to experiment with fruit flavours.
- Are interested in making drinks at home.
Choose Ube If You…
- Love sweet drinks.
- Enjoy dessert-style beverages.
- Like creamy flavours.
- Want something visually striking.
- Prefer a caffeine-free base.
Choose Hojicha If You…
- Find matcha too grassy.
- Enjoy roasted flavours.
- Like nutty or toasted notes.
- Prefer a smoother tea experience.
- Want something different from coffee.
The Rise of Ube Matcha Is Especially Interesting
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Perhaps the clearest example of how these trends are evolving is ube matcha.
Instead of choosing between purple ube and green matcha, cafés and home drink makers can combine them into a layered drink.
The result is visually dramatic: purple ube, creamy milk and bright green matcha create a three-tone drink that is almost designed for social media.
Searches for “ube matcha” became a breakout query in India, showing that consumers aren’t merely discovering individual flavours—they are also experimenting with combinations.
This could be a sign of where India’s beverage culture is heading next: customisation rather than fixed recipes.
Are These Drinks Just a Passing Trend?
Maybe—but the current signals suggest something bigger than a single viral drink.
Matcha has already moved beyond cafés and into home preparation. Ube and hojicha are now attracting their own audiences, while consumers are searching for recipes, comparing flavours and experimenting with combinations.
The bigger trend may therefore be India’s growing appetite for specialty beverages and global flavours.
Chai and coffee aren’t going anywhere. Instead, the Indian beverage menu is simply getting bigger.
Final Verdict: Which One Should You Try?
Matcha, ube and hojicha each bring something different to India’s rapidly changing café culture.
Matcha is the established star, with strong search growth and an expanding home-preparation culture.
Ube brings sweetness and a striking purple appearance, making it especially attractive to dessert lovers and social-media audiences.
Hojicha offers a roasted, nutty alternative for people who want to explore Japanese tea without the stronger vegetal taste of matcha.
Ultimately, there is no single winner. The real story is that Indian consumers are becoming more adventurous about what they drink.
And if the current search trends are any indication, the next big café order might not be another coffee—it could be a green matcha, purple ube or roasted hojicha latte.