When I was a kid, one of the things I always looked forward to whenever we visited my grandmother’s house in Legazpi City was a cup of “tinutong na bagas,” literally roasted rice grains. Back then, I didn’t know it was an alternative born out of necessity—a way of 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.
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 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 naturally lower in caffeine, making it appealing to those looking for something lighter and more balanced than their usual milk tea.
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.
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.
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.