.jpg){kind=small}
Hojicha is having its moment. The roasted tea category has been quietly building momentum across Asia, driven by a growing appetite for drinks that are as comforting as they are considered. This season, CHAGEE is stepping forward to make it the drink of the season.
The international modern tea brand is launching Hojicha Genmai Milk Tea across Malaysia from 20 March 2026. Across Southeast Asia, consumers are increasingly reaching for drinks that feel good as well as taste good — and CHAGEE believes Hojicha Genmai is exactly what that moment has been waiting for.
A Roasted Tea, Crafted to Stand Apart
CHAGEE’s Hojicha Genmai Milk Tea is built on careful sourcing and precise craft. The fresh leaves are harvested around Grain Rain, the season when tea leaves are at their most tender and flavourful. They are then put through CHAGEE’s own triple-roasting process — a technique that eliminates bitterness, builds depth of aroma, and delivers a clean, lingering finish.
Blended with roasted genmai rice, prized for its naturally plump grain and delicate sweetness, the result is a tea with a clear, luminous amber liquor, a warm grain-forward scent, and a mellow, full- bodied character that is gentle on the stomach.
“At CHAGEE, we are always looking ahead at where tea is going and what our consumers are ready to discover,” said Lucia Kwan Head of Branding and Marketing, CHAGEE Malaysia.
“Hojicha has been building momentum globally, and we knew it was ready for its moment here. We wanted to be the ones to bring it properly: with the sourcing, the craft, and the experience to match.”
Finding Lightness in the Everyday
The launch is guided by a simple idea: that a cup of tea can be a genuine act of calm in a busy day. With its naturally lower caffeine, warm roasted aroma, and smooth, non-astringent finish, Hojicha Genmai is a drink that encourages you to slow down, even briefly. CHAGEE calls this
The Art of Lightness.
That intention shapes the activations CHAGEE has planned across Malaysia throughout March and April. Across giveaways and in-store challenges centered around mindful living, each touchpoint is an invitation to pause.
Complementing the launch is a collection of limited-edition merchandise curated in the spirit of The Art of Lightness. Each piece has been designed to extend the calm of a cup of Hojicha Genmai into everyday life — from a tea-scented sachet charm and a scented candle whose glow projects the Hojicha Genmai key visual, to a canvas tote bag and thermal tumbler bearing
CHAGEE’s signature Hojicha Genmai artwork. The collection is available as part of bundled purchases in-store and on the CHAGEE App, for as long as stocks last. Full details of all activations, promotions, and product availability can be found at @my.chagee on Instagram and TikTok.
PRODUCT DETAILS
• Product: Hojicha Genmai Milk Tea (Fresh Milk Tea series)
• Sizes: Regular / Large
• Pricing: MYR13.90 (R) / MYR15.90 (L) – prices may vary at selected outlets
• Available: All CHAGEE outlets in Malaysia from 20 March 2026
PROMOTIONS
From 20 March, while stocks last:
• The Tea-scented Sachet Charm Add-on Deal: Purchase 2 Large Hojicha Genmai Milk Teas and get a Hojicha Sachet Charm at RM3 — a tea-scented keepsake designed to bring a moment of lightness wherever you go (RM34.80)
• The Feel Light Bundle: Bundle includes 1 Large Hojicha Genmai Milk Tea and a Feel Light Scented Candle (RM45.90, app orders only)
From 27 March, app orders only while stocks last:
• The Carry Light Bundle: Bundle includes 1 Large Hojicha Genmai Milk Teas and a Carry Light Tote Bag (RM28.90)
• The Sip Light Bundle: Purchase the Sip Light Thermal Tumbler at RM85
o From 27 – 29 March, purchase a bundle of 1 Large Hojicha Genmai Milk Tea and a Sip Light Tumbler at RM85.90