Hojicha Takes the Spotlight as CHAGEE Launches New Hojicha Genmai Milk Tea Across Singapore

Hojicha is becoming the drink everyone is talking about, and this season, CHAGEE is making sure it gets the attention it deserves. The modern international tea brand is launching its Hojicha Genmai Milk Tea in Singapore starting 27 March 2026, tapping into Southeast Asia’s growing preference for beverages that are both comforting and artisanal.

A Modern Take on a Classic Roasted Tea

CHAGEE’s new Hojicha Genmai Milk Tea is crafted with precision from the very start. The tea leaves are harvested during Grain Rain, the period when they are at their most tender, before undergoing the brand’s signature triple-roasting technique. This process removes bitterness, enhances aroma and creates a smooth, clean finish.

To elevate the blend further, CHAGEE incorporates premium roasted Wuchang grains, known for their plump texture and natural sweetness. The final cup features a luminous amber hue, a warm grain-forward aroma and a mellow, full-bodied character that remains gentle on the stomach.

The Art of Lightness: A Drink to Slow Down With

CHAGEE’s seasonal direction, The Art of Lightness, is inspired by the calming nature of Hojicha. With lower caffeine content and a soothing roasted profile, Hojicha is positioned as a drink that offers a moment of calm in the bustle of daily life.

Throughout March and April, CHAGEE is bringing this philosophy to life with nationwide activations, including sampling booths in the CBD, in-store experiences and drink drops on university campuses, all designed as invitations to pause and unwind, one cup at a time.

Limited-Edition Merchandise to Complement the Release

To celebrate the new flavour, CHAGEE is introducing a curated line of limited-edition merchandise inspired by The Art of Lightness. Items include:

• A tea-scented sachet charm
• A hand-poured scented candle that reflects the Hojicha Genmai motif
• A canvas tote bag featuring CHAGEE’s signature Hojicha artwork
• An exclusive thermal tumbler designed for enjoying Hojicha on the go

These items are available as bundled gifts with purchase both in-store and via the CHAGEE App, while stocks last.

Product Details

• Product: Hojicha Genmai Milk Tea (Fresh Milk Tea series)
• Sizes: Regular / Large
• Price: $5.20 (R) / $6.20 (L)
• Availability: All CHAGEE outlets in Singapore

Promotions

From 27 March (while stocks last):

• Tea-Scented Sachet Charm Bundle: Buy 2 Large Hojicha Genmai Milk Teas and receive a complimentary sachet charm (worth $12.40).
• Carry Light Tote Bag Bundle: Buy 2 Large Hojicha Genmai Milk Teas and receive a Carry Light Tote Bag (worth $24.40).

From 3 April (while stocks last):

• Sip Light Bundle: Buy 1 Large Hojicha Genmai Milk Tea and receive an exclusive Sip Light Thermal Tumbler (worth $36.10).