Chagee has introduced a seasonal menu highlight in Indonesia: Hojicha Genmai Milk Tea. The launch reflects the growing popularity of Hojicha, a roasted Japanese tea that has been steadily gaining attention across Asia for its warm aroma and gentle flavor. Unlike standard green tea, the roasting process gives Hojicha a softer, calmer taste, making it easier to enjoy without the sharpness often found in other teas.
The drink is prepared with tea leaves harvested during the Grain Rain season, a time when the leaves are at their most tender. Chagee uses a triple-roasting method to reduce bitterness and deepen the fragrance, resulting in a clear amber tea with a clean finish. Roasted Wuchang grains are added to the blend, bringing a mellow sweetness and a full-bodied character that remains light on the stomach.
“Hojicha itself has shown strong momentum globally, and we see this as the right moment to introduce it in Indonesia. We want to present it in the right way — from ingredient selection, to the crafting process, to the experience of enjoying the tea we offer,” said Adinda Yozari, General Manager of Chagee Indonesia.
The idea behind the launch is simple: a cup of tea can be a pause in the middle of a busy day. With naturally lower caffeine levels and a soothing roasted aroma, Hojicha invites people to slow down. Chagee calls this philosophy The Art of Lightness, which is being expressed through pop-up wellness spaces and curated tasting experiences in Jakarta.
To accompany the seasonal drink, Chagee has also released a limited collection of items inspired by Hojicha. These include tea-scented charms, hand-poured candles, tote bags, and tumblers featuring Hojicha-themed designs. Together, the menu and collection highlight how roasted tea is finding its place among those seeking calm moments in everyday life.
Chagee Plaza Indonesia
Lv. Basement
Jl. M.H. Thamrin No.28-30, Gondangdia, Kec. Menteng, Kota Jakarta Pusat, Daerah Khusus Ibukota Jakarta 10350
