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CHAGEE Philippines introduces hojicha milk tea

Article (news)

Ralph Revelar Sarza

<div><img src="https://od2-image-api.abs-cbn.com/prod/editorImage/1775705195006Hojicha Genmai Merchandise.JPG" style="width:960px;display:block;height:auto" class="fr-fic fr-dib" width="960"/>Handout</div>When I was a kid, one of the things I always looked forward to whenever we visited my grandmother’s house on my father’s side in Legazpi City was a cup of “tinutong na bagas,” literally roasted rice grains, a traditional Filipino rice coffee made from scorched grains. Back then, I didn’t know it was an alternative born out of necessity. I didn’t understand that it came from making do, from stretching what little you had. All I knew was that it was good. The aroma was warm and toasty, the kind that felt like being gently cradled, as if my grandmother were lulling me into comfort with every sip.Years later, that same scent stopped me in my tracks.It happened the moment I caught the roasted notes of the hojicha used in CHAGEE’s newest drink. In an instant, I was transported back to that small home in Albay. This time, the flavor I once associated with a modest upbringing was being presented as something refined, even premium. There is a quiet irony in that transformation. What once felt simple and born out of scarcity now reappears as something curated, elevated, and increasingly in demand. Across Asia, hojicha is gaining attention for its distinct roasted profile. Unlike the bright and grassy notes of matcha, hojicha leans into deeper flavors that are nutty, smoky, and gently sweet. It is also naturally lower in caffeine, making it appealing to those looking for something lighter and more balanced than their usual milk tea. That growing interest is now making its way into the Philippines, where drink preferences are slowly evolving. Consumers are becoming more open to flavors that feel lighter and less sugary, and are more focused on comfort and everyday drinkability.With this shift, CHAGEE Philippines introduces its Hojicha Genmai Milk Tea nationwide. At its core is a blend of roasted hojicha and genmai, or roasted rice, a pairing that leans into the same toasty, comforting notes I grew up with. The tea undergoes a triple-roasting process that deepens its flavor without becoming harsh, keeping it smooth and easy to drink. It is full-bodied but gentle, layered but not overwhelming, the kind of cup that does not demand attention but quietly stays with you.The drink is available in regular and large sizes, priced at P159 and P175, and is now available across CHAGEE stores in the Philippines following its early April rollout.What makes hojicha’s rise interesting is not just its flavor, but what it represents. There is a noticeable shift in how people approach their daily drinks. It is becoming less about intensity and excess, and more about balance and ease. Drinks like hojicha offer a quieter kind of satisfaction. They are smoother, less overwhelming, and often tied to moments of slowing down rather than rushing through the day. For some, it is about wellness. For others, it is simply a matter of taste. For me, it is more personal. It brings me back to a version of home I did not realize I would one day miss.To mark the launch, CHAGEE is also introducing a series of in-store activations and limited-edition merchandise throughout April. These include tote bags, scented charms, and thermal tumblers designed around the idea of lightness and everyday calm. The campaign centers on the idea that even a simple cup of tea can offer a brief pause in a busy routine.Maybe that is what makes it resonate. Beneath the branding and the presentation is something familiar and familial. A feeling you do not need to explain, only remember.

CHAGEE Philippines rolls out its hojicha genmai milk tea nationwide, offering a roasted, comforting blend that reflects a shift toward lighter, more balanced everyday drinks.

CHAGEE Philippines rolls out its hojicha genmai milk tea nationwide, offering a roasted, comforting blend that reflects a shift toward lighter, more balanced everyday drinks.

CHAGEE Philippines taps hojicha trend with new genmai milk tea

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CHAGEE Philippines taps hojicha trend with new genmai milk tea

Ralph Revelar Sarza

Published April 09, 2026 11:38 AM PHT

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CHAGEE Philippines

milk tea

hojicha

genmai

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