Kuala Lumpur, Malaysia – CHAGEE is brewing a case for roasted tea in Malaysia, as consumer tastes begin to tilt away from sugar-heavy staples.
The Singapore-based chain has launched its Hojicha Genmai Milk Tea nationwide, positioning it as a seasonal lead product and a signal of where it sees demand heading.
The drink, available from 20 March, marks a deliberate step into a category still nascent in Southeast Asia but gaining ground.
Across the region’s crowded beverage scene—where brown sugar, fruit blends, and cheese foam have long dominated—there is a growing appetite for options that are less sweet, less sharp, and easier to drink daily.
Hojicha sits neatly in that gap as the roasted Japanese green tea trades grassy notes for a toasted, almost nutty profile, with lower caffeine and minimal bitterness.
CHAGEE’s version blends the tea with roasted genmai rice, producing a fuller-bodied drink that leans more towards warmth than intensity.
The move comes as competition tightens across Southeast Asia’s tea chains.
CHAGEE is not stopping at the drink as the rollout is tied to app-led bundles and a line of merchandise, from scented accessories to tumblers and tote bags, aimed at extending the product beyond the cup.
