A reverse flow hydrocarbon trap is provided that improves the conversion of hydrocarbons present in the exhaust gases of a vehicle to more environmentally benign compounds during cold engine starts. The trap includes a substrate having at least one exhaust gas passage therethrough, with the walls of the exhaust gas passage including a hydrocarbon trapping material and an oxidative catalyst. The substrate includes an inlet for hot exhaust gas from a vehicle engine and an outlet for the exhaust gas and further includes an inlet channel, an outlet channel, and an intermediate channel through which exhaust gas flows. The intermediate channel is oriented such that the flow of exhaust gas through the exhaust gas passage is reversed from the direction of flow in the inlet and outlet channels to improve the performance of the hydrocarbon trap.