Rooibos goes global: from ramen bowls to ice cream as South Africa marks Heritage Month

Rooibos is being reimagined in cafés and kitchens overseas as South Africa marks Heritage Month in September. The red bush tea has found new uses in Japanese ramen, British ice cream and North American lattes, linking a product with deep local roots to growing international interest.

Where rooibos comes from and why it matters

Rooibos is cultivated in parts of the Western and Northern Cape, including the Cederberg and areas around towns such as Clanwilliam and Nieuwoudtville. Its production connects the plant to farming communities and the traditional knowledge involved in growing, harvesting and processing the tea.

Heritage Month and recognition of traditional knowledge

South Africa observes Heritage Month in September and marks Heritage Day on September 24. The government includes indigenous knowledge, skills and cultural traditions in its definition of living heritage, and the knowledge associated with rooibos forms part of that heritage.

A 2019 industry benefit-sharing agreement formally recognised the Khoi and San communities as holders of traditional knowledge associated with rooibos. In July 2022 the Department of Forestry, Fisheries and the Environment reported that just over R12.2 million had been transferred to trusts representing the two communities. The funds came from the first year of purchases covered by the agreement and were shared equally between the trusts.

New culinary uses abroad

Rooibos is being used in a range of international dishes and drinks. Examples cited include:

• Japan: Rooibos has appeared alongside meals at ramen chain Ippudo and was incorporated into a limited-edition ramen in 2024, combined with pork bone broth and a stock made from kombu seaweed and shiitake mushrooms.
• Cafés and chains: Starbucks introduced a rooibos tea latte at its specialist Tea & Café stores in 2023.
• Dean & DeLuca Japan: In 2024 it paired rooibos milk tea with Japanese sweet potato in a seasonal latte.
• United Kingdom: Tea brand Tick Tock includes rooibos in iced drinks, kombucha and desserts, including an Earl Grey rooibos ice cream using sugar infused with the tea.
• North America: In Canada and the US rooibos features in lattes, cocktails and flavoured blends, including caffeine-free alternatives described as lattes or “red espressos.”

Market growth and industry perspective

The industry sells rooibos to more than 50 international markets. According to the South African Rooibos Council, Japan accounted for 33% of rooibos exports in 2025, making it the largest overseas destination. Other established markets include Germany, the Netherlands, the UK and France.

Industry and trade figures point to a repositioning of rooibos from a medicinal or traditional infusion to a speciality tea.

“By setting up a business in Japan to distribute and market rooibos, we were able to change the positioning of rooibos,” said Clinton Gass, managing director of Japan’s Rooibos Marketing Ltd. “The tea purists in the Japanese market loved it, and exports increased significantly.”

Council spokesperson Adele du Toit said rooibos suited a range of food and drink applications because of its mild flavour and natural absence of caffeine. “Whether it’s being used to create a latte, add depth to a savoury dish, flavour a dessert or form the base of a cocktail, rooibos gives people a familiar ingredient to experiment with in entirely new ways.”

Consumer trends abroad

Trade and association representatives say consumer behaviour is shifting. Dr Sharon Hall, chief executive of the UK Tea & Infusions Association, said demand for variety in herbal and fruit infusions is growing and consumers are exploring new flavours for wellness and flavour exploration.

“Today’s consumers are increasingly adventurous in their beverage choices, bringing fresh interest to the herbal and fruit infusions category through a desire for flavour exploration, wellness and variety,” Dr Hall said.

Shabnam Weber, president of the Tea & Herbal Association of Canada and the Tea Association of the USA, said consumers do not necessarily limit themselves to tea or coffee and are willing to explore ingredients and formats that offer something different.

“Today’s consumers don’t necessarily think to choose between tea or coffee. They’re looking for beverages that suit a particular mood, moment or need, and they’re willing to explore ingredients and formats that offer something different.”

What this means for South Africa

Producers and industry stakeholders see international interest as changing how rooibos is used, while the benefit-sharing agreement provides a tangible link between recognition of traditional knowledge and payment for its commercial use. As rooibos appears in new formats around the world, the industry and its history remain tied to South African communities and practices.