Less than two months after its Philippine debut, Hojicha Genmai Milk Tea has earned a permanent spot on CHAGEE's menu.
The tea chain announced that the beverage, which launched locally in early April, is now part of its regular lineup following strong demand across its stores. According to CHAGEE, Hojicha Genmai has also become one of the company's three best-selling drinks in Southeast Asia, alongside BO·YA Jasmine Green Milk Tea and Peach Oolong Milk Tea.
CHAGEE said the drink experienced repeated sell-outs in several branches during its initial rollout, prompting the company to make it a permanent offering beginning May 29.
Hojicha Genmai combines hojicha, a roasted Japanese green tea, and genmai, or roasted rice. The result is a nutty and toasted flavor profile that differs from the brighter, grassier notes often associated with matcha.
Though hojicha has traditionally been enjoyed in Japan, it has attracted broader interest in recent years as consumers explore alternatives to more heavily caffeinated beverages. Its roasting process generally results in lower caffeine levels than many green teas while producing a deeper, smoother flavor profile.
CHAGEE says its Hojicha Genmai is processed using a triple-roasting method intended to boost sweetness, balance flavors, and reduce astringency. In addition to its unique roasted flavor, the brand claims the beverage appeals to Filipinos seeking lower-caffeine alternatives, especially younger customers and café visitors looking to explore beyond traditional milk tea options.
Its rapid rise from new menu addition to permanent offering suggests that consumers may be increasingly open to tea experiences that fall outside the usual milk tea playbook.
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