CHAGEE Philippines has officially introduced its "Pure at Heart" Matcha Series, an exclusive collaboration with Antoine de Saint-Exupéry’s classic The Little Prince. Rather than relying on heavy syrups or artificial flavorings that obscure the natural flavor of the tea, the brand is refocusing on high-grade leaf sourcing, traditional Japanese shade-growing techniques, and precision milling to deliver a cleaner, smoother matcha experience.
• Sourcing Standard: First spring harvest leaves, shade-grown for 20 days, and milled to 1,000-mesh ultrafine powder.
• Signature Matcha Latte: Classic formulation (₱170; optional Extra Matcha upgrade).• Lime Cheese Matcha Latte: Limited-time headliner topped with cheese foam & a hit of lime, served with a drinking cap (₱225 Large).• Chocolate Cookie Matcha Frappe: Blended cookie dessert-style frappe with whipped cream (₱225 Large).• Jasmine Matcha Pure Tea: Unsweetened jasmine green tea layered over matcha (starts at ₱140).• Retail Availability: Nationwide in CHAGEE stores starting September 4, 2026.
The Science of the Leaf: Shade Growing & First Harvest
To ground the launch in authentic tea education, CHAGEE handed its media tasting preview to Kendrick Dominic U (known as TitoKady), a certified tea sommelier and head instructor at the Asian School of Tea Philippines. His guided tasting session traced the journey of the tea leaf from farm to cup, clarifying how specific agricultural methods directly dictate the final flavor profile in the cup.
To ground the launch in authentic tea education, CHAGEE handed its media tasting preview to Kendrick Dominic U (known as TitoKady), a certified tea sommelier and head instructor at the Asian School of Tea Philippines. His guided tasting session traced the journey of the tea leaf from farm to cup, clarifying how specific agricultural methods directly dictate the final flavor profile in the cup.
First Spring Harvest: Only the youngest tender leaves picked during the initial spring harvest are used. These early leaves contain higher concentration of natural sweetness and amino acids while being naturally lower in harsh tannins and bitterness.
- 20-Day Shade Growing: Tea plants are carefully shielded from direct sunlight for 20 days prior to harvesting. This shading process forces the plant to overproduce chlorophyll and L-theanine, resulting in a vibrant deep-green color, a silky texture, and a rounder, less grassy flavor profile.
- 1000-Mesh Ultrafine Milling: Traditional grinding techniques process the dried tea leaves down to an ultrafine 1,000-mesh standard. This ensures the powder dissolves completely into milk or water without leaving behind the chalky grit or sediment commonly found in commercial matcha powders.
The collection presents four distinct formulations designed for varying palate preferences, ranging from pure tea purists to indulgence seekers:
- Jasmine Matcha Pure Tea (Starts at ₱140): Served without milk, this clean beverage layers aromatic jasmine green tea directly over the matcha base. It serves as the benchmark drink for customers looking to evaluate the pure quality and smooth finish of the first-harvest tea leaves.
- Signature Matcha Latte (₱170): The core balance of high-grade matcha blended with fresh milk. For seasoned matcha enthusiasts seeking a stronger, more pronounced tea profile, CHAGEE offers an "Extra Matcha" upgrade option.
- Lime Cheese Matcha Latte with Cap (₱225 Large): The limited-time headliner of the collaboration. It features a base of smooth matcha topped with savory cheese foam and a bright splash of lime, designed to be consumed directly using a special drinking cap to balance the creamy, citrus, and umami layers.
- Chocolate Cookie Matcha Frappe (₱225 Large): A dessert-leaning blended beverage that combines fine matcha with crushed cookies, finished with a crown of whipped cream for a richer treat.
The visual aesthetic of the launch incorporates The Little Prince, featuring his iconic fox companion and celestial star motifs across limited-edition cups, sleeves, and retail merchandise. Running from September 4 to October 2, 2026, CHAGEE stores nationwide will offer exclusive purchase-with-purchase (PWP) and gift-with-purchase (GWP) tier options while supplies last:
- Free GWP Bundles: Customers who purchase any three matcha drinks in a single transaction will receive a complimentary Crown Headband or a plush orange Fox Sleep Mask complete with a black button nose.
- Stardust Tote Bag: Available for an add-on price of ₱599 with any single matcha drink purchase.
- Green Wonder Tumbler: Available for an add-on price of ₱799 with any single matcha drink purchase. The pastel green bottle includes a custom star-and-planet carrying strap designed for daily desk or travel use.
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