Need a pause from everyday life? CHAGEE thinks Hojicha can help

Hojicha, the roasted Japanese tea, is quietly building momentum across Asia. Tapping on this trend, CHAGEE is relaunching its Hojicha genmai milk tea in Singapore from 27 March 2026. 

The launch is guided by "The art of lightness", a campaign that frames tea as an act of calm in a busy day. Hojicha, known for its naturally low caffeine, roasted aroma and smooth, mellow finish, fits this philosophy as its flavours encourages one to slow down, said CHAGEE. 

The campaign video opens with a woman painting in a sunlit field, before shifting focus to a local tea farmer tending her crops. A writer is then shown working nearby, pausing as the warm aroma of roasted tea leaves drifts through the air. Drawn by the scent, the painter and writer leave their work behind and follow it to the tea farmer’s home, where the three women come together to enjoy CHAGEE’s Hojicha genmai milk tea.

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This intention is further shaped by activations across Singapore throughout the months of March and April. Sampling booths in the CBD, drink drops at university campuses, and in-store tastings invite consumers to engage with the tea beyond the cup.

Complementing the drink are limited-edition merchandise items, including a tea-scented sachet charm, a hand-poured candle featuring the Hojicha genmai visual, a canvas tote bag, and a thermal tumbler. All of which are designed to extend the calm of tea into daily life. Bundled purchases are available while stocks last at CHAGEE outlets and via the CHAGEE App.

Furthermore, the brand is also running a sip and win lucky draw. Customers can play a mini game on the CHAGEE app and stand a chance to win a grand prize of more than SG$500. 

“At CHAGEE, we are always looking ahead at where tea is going and what our consumers are ready to discover,” said Eileen Lau, head of marketing, CHAGEE Singapore.

“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," Lau added.  

The Hojicha launch follows CHAGEE’s wider push to encourage consumers to slow down and savour tea as part of everyday life. Earlier this year, the brand’s “Garden of senses: A tea reverie” exhibition at the Asian Civilisations Museum invited visitors to explore tea through sight, scent, sound, touch, taste, and thought.

Alongside the museum activation, CHAGEE also launched Camellia oolong milk tea, a limited-time Chinese New Year drink inspired by the camellia flower, symbolising devotion, harmony, and enduring relationships.

Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate. 

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