JAKARTA, 24 MARCH 2026 — 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 Indonesia 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 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 the 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 premium Wuchang grains, 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 Adinda Yozari, General Manager, CHAGEE Indonesia. “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 Jakarta throughout March and April. From the Art of Lightness Corner, a curated in-store sampling experience, to CHAGEE Zenspace, a wellness-inspired pop-up designed to offer small pockets of calm in everyday life, 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 into everyday life — from a tea-scented sachet charm and a hand-poured 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 @chagee.id on Instagram and TikTok.
PRODUCT DETAILS
- Product: Hojicha Genmai Milk Tea (Fresh Milk Tea series)
- Sizes: Regular / Large
- Pricing:
IDR 45,000 (R) / IDR 52,000 (L) Jabodetabek
IDR 49,000 (R) / 56,000 (L) Bali
- Available: All CHAGEE outlets in Indonesia from 20 March 2026
PROMOTIONS
From 20 March, while stocks last:
- The tea scented sachet charm bundle: Purchase 2 Large Hojicha Genmai Milk Teas and receive a complimentary Hojicha Sachet Charm — a tea-scented keepsake designed to bring a moment of lightness wherever you go (IDR 104,000)
- The Feel Light Candle bundle: Purchase 1 Large Hojicha Genmai Milk Tea and receive a Hojicha Scented Candle (IDR 239,000)
From 27 March, while stocks last:
- The Carry Light Tote Bag Bundle: Purchase 1 Large Hojicha Genmai Milk Tea and receive a canvas Hojicha Tote Bag (IDR 189,000)
- The Sip Light Bundle: Purchase 1 Large Hojicha Genmai Milk Tea and receive an exclusive Hojicha Thermal Tumbler (IDR 299,000)
- End -
For more information, please contact :
Corporate Communication
Erajaya Group
Katrina Khoe
CHAGEE
E: [email protected]