CHAGEE Hojicha Genmai Becomes a Southeast Asia Bestseller, Joins Permanent Menu in the Philippines

Some drinks come and go, but a select few become instant favorites and CHAGEE’s Hojicha Genmai Milk Tea has proven it’s here for the long haul.

Following its successful launch in the Philippines in early April, CHAGEE’s newest tea creation quickly became one of the most talked-about beverages among Filipino tea lovers. Store after store experienced sold-out days as curious first-timers and loyal tea enthusiasts rushed to try the drink that has been making waves across Southeast Asia.

What started as a niche roasted tea favorite has now become a mainstream sensation, standing out in a beverage landscape often dominated by coffee. Its growing popularity has propelled Hojicha Genmai into CHAGEE’s list of top-selling drinks in Southeast Asia, joining the ranks of fan favorites BO·YA Jasmine Green Milk Tea and Peach Oolong Milk Tea.

Adding to the excitement, CHAGEE Philippines has officially confirmed that Hojicha Genmai Milk Tea joined the brand’s permanent menu beginning May 29, allowing customers to enjoy the drink whenever they crave its comforting roasted flavor and balanced energy boost.

The Growing Love for Hojicha

According to Tea Master Kate Cartolina, Hojicha can be described as matcha’s distant cousin—gentler, nuttier, and easier on the stomach. Unlike traditional green teas, Hojicha undergoes a roasting process that gives it a distinctive toasted aroma and naturally lower caffeine content.

For many tea drinkers, its warm and nutty profile is what makes it so appealing. Others appreciate its natural antioxidants and calming qualities, making it an attractive option for those looking for a more balanced beverage choice.

Long appreciated by tea enthusiasts across Asia, Hojicha has steadily built a dedicated following among consumers seeking something different from their usual coffee or milk tea orders.

CHAGEE’s Elevated Take on a Cult Favorite

Known for combining centuries-old tea craftsmanship with modern tea house innovation, CHAGEE introduced its own elevated interpretation through Hojicha Genmai Milk Tea.

To achieve its signature taste, CHAGEE carefully harvests Hojicha tea leaves at peak quality and roasts them using a specialized triple-roasting technique. Each stage plays an important role in creating the beverage’s distinct character.

The first roast enhances the tea’s natural sweetness while developing a longer-lasting grain aroma. The second roast balances the tea’s body and reduces astringency, resulting in a smoother drinking experience. The final roast manages moisture levels to maintain quality and preserve the tea’s signature flavor profile.

The result is a milk tea that delivers a rich roasted taste with layers of nutty and toasted notes, creating a refreshing twist on a beloved classic.

A New Favorite Among Filipino Consumers

“CHAGEE’s elevated take on the once simple-roasted Hojicha tea appeals strongly to Pinoy cafe hoppers and holy grail drink seekers,” said Cartolina.

Its familiar tea flavor paired with a unique nutty finish has attracted adventurous milk tea fans eager to discover the next must-try beverage. At the same time, wellness-conscious Filipinos have embraced Hojicha Genmai for its lower caffeine content and naturally occurring antioxidants.

Many consumers appreciate how the drink offers the indulgence of milk tea while helping them avoid the sugar crashes and caffeine jitters often associated with other beverages.

Its rapid rise in popularity also reflects the growing tea culture in the Philippines. Younger consumers, cafe enthusiasts, and wellness-forward individuals are increasingly exploring premium tea experiences that fit their evolving lifestyles and preferences.

As tea culture continues to flourish locally, beverages like CHAGEE Hojicha Genmai highlight how tea is becoming more than just a drink, it is becoming part of a modern lifestyle centered on balance, discovery, and everyday enjoyment.

The ‘It’ Drink That’s Here to Stay

Through its commitment to blending traditional craftsmanship with modern innovation, CHAGEE has transformed a classic roasted tea into one of today’s most sought-after beverages.

Now recognized as one of CHAGEE’s top-performing drinks in Southeast Asia and officially part of the permanent menu, Hojicha Genmai Milk Tea continues to showcase the brand’s dedication to delivering elevated tea experiences in every cup.