Green tea perfume, anyone?

Hojicha, or roasted green tea, is drawing attention for its fragrant taste and low caffeine content.

The variety of available hojicha-themed products is no longer limited to drinks, but has grown so far and wide that they now include sweets and a perfume product that draws on hojicha’s aroma.

Major convenience store chains have successively released “latte” products, which have blended hojicha with milk.

Lawson Inc. in November began selling hojicha latte, which is served by coffee machines by the side of cash registers. Its sales figures exceed by 50 percent the company’s forecasts.

Characteristically, women account for 80 percent of the purchasers, with many of them in their 50s or older, Lawson officials said.

FamilyMart Co. on Dec. 19 also released a limited 500,000 cups of "kobashi hojicha latte," where the initial word is Japanese for “fragrant.” The product is made with the first pick of tea leaves of the season under the supervision of Ito En Ltd., a major manufacturer of teas and other beverages.

Hojicha is made by roasting “sencha” or other varieties of tea leaves over high heat. It has only about one-third of the caffeine content of coffee, and its market is growing every year in size amid a public preference for health and well-being. The hojicha market was worth 32 billion yen ($284 million) in 2016, an increase of 16 times over 2005, according to Ito En figures.

By way of sweets, Haagen-Dazs Japan Inc. is selling a “hojicha latte” minicup ice cream product for a limited time. The company also marketed the same product for a limited period in spring 2017.

The popularity of hojicha is not limited to food products.

Luz Ltd., a manufacturer of perfumes, in February released J-scent roasted green tea, which has mixed more than 500 aromatics, including vanilla and coconut, to replicate the fragrance of hojicha leaves.

(This article was written by Azusa Ushio and Ryuhei Tsutsui.)