Open for just a year and a half, Sontag has firmly established its mark on London's bustling Holborn district, drawing a constant stream of discerning local workers and tea enthusiasts eager to try its vibrant, colourful drink creations.
Having received numerous recommendations to visit Sontag to expand our matcha palates, The Plum Edit team headed to Holborn to sit down with Joseph, the passionate founder behind the café, to discuss their specialty offerings and the philosophy driving the brand.
Sontag defines itself as a thoughtfully curated "quasi-hybrid" venue, a space that excels equally in creative matcha mixology and specialty coffee. While the majority of London’s independent cafés tend to specialise in either third-wave coffee or ceremonial matcha, Sontag deliberately breaks away from this single-focus format to offer both categories at an exceptionally high standard.
Named after Susan Sontag, Joseph’s intentions reflect the writer’s work, focusing on breaking the barriers between high and low culture and how the shop can use familiarity to encourage its customers to try something new. They’ve cleverly reinforced this through the design of the café, using metal and natural wood to combine Japanese minimalism with Scandinavian textures, creating a calm, neutral space. You really want to stay and try everything on the menu.
Sontag’s menu covers everything from traditional tea and coffee to classic and specialty drinks, including matcha and yuzu. They often collaborate with local organisations, recently partnering with the LSE fashion show to sell a custom Guava Matcha.
Watch our interview with owner Joseph below to learn more about Sontag's unique menu:
Most people know matcha. Fewer people know of its less caffeinated counterpart, hojicha. Grown from the same plant as matcha, the preparation happens at a higher temperature, resulting in a very low caffeine content.
With its deep, amber hue and notes of toasted nut and caramel, hojicha offers a comforting, cocoa-like warmth that appeals even to those who typically find green tea too bitter.
Sontag has incorporated this Japanese ingredient into its menu, offering a wide range of specialty flavours:
1. Sea Salt Hojicha Latte
A customer favorite that balances the warm, toasted notes of roasted green tea with a smooth milk base and a subtle pinch of sea salt, enhancing the natural caramel sweetness of the tea.
2. Raspberry Hojicha
A vibrant fusion drink that pairs the tart, bright fruitiness of real raspberry puree with the earthy, nutty undertones of hojicha, creating a layered, multi-dimensional iced beverage.
3. Hojicha & Espresso Latte
Designed for coffee lovers looking for extra complexity, this "dirty" specialty drink layers a shot of rich espresso over a smooth hojicha base, offering a complex blend of roasted coffee bean and toasted tea leaf.
4. Peak Hojicha
A pure, high-grade preparation served unadorned to highlight the refined, natural sweetness and subtle smokiness of premium roasted Japanese tea leaves.
By removing the intimidation factor often surrounding specialty tea, Sontag creates a welcoming environment where curiosity is rewarded. The combination of knowledgeable, approachable staff and an thoughtfully designed space makes trying an unfamiliar drink feel like an inviting ritual rather than a risk.
Whether you are looking to replace your afternoon coffee with a low-caffeine hojicha latte or simply seeking inspiration in a beautifully designed space, a visit to Sontag in Holborn offers a fresh, elevated perspective on modern London café culture.
Images: Sontag
