CHAGEE bets on Hojicha to bring mindful tea moments to Singapore

CHAGEE Singapore is relaunching its Hojicha Genmai Milk Tea with a new campaign that positions tea as more than just a drink — it’s a remedy for a restless mind.

This article explores how the brand’s latest marketing push, The art of lightness, blends product storytelling, sensory activations, and a growing regional tea trend to resonate with younger, urban consumers in need of pause.

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Inside CHAGEE’s new Hojicha campaign

Hojicha, a roasted Japanese green tea known for its low caffeine and mellow aroma, is getting a spotlight moment in Singapore. CHAGEE is bringing back its Hojicha Genmai Milk Tea starting 27 March 2026, backed by a sensory-first brand campaign themed The art of lightness.

@chagee.sg
The art of living lightly begins with a sip. With its warm, toasty aroma and gentle character, Hojicha Genmai brings a moment of comfort and calm — a reminder that life can be enjoyed with greater ease and balance. Available now at CHAGEE stores. CHAGEETheArtofLightness CHAGEEHojichaGenmai CHAGEESG CHAGEETOGETHER

♬ original sound – CHAGEE Singapore – CHAGEE Singapore

The campaign’s narrative centers on Hojicha as an invitation to pause — visually portrayed in a film that opens with a painter in a field, a tea farmer harvesting leaves, and a writer halting work to follow the scent of roasted tea. All three eventually come together over a cup of Hojicha Genmai Milk Tea, reinforcing the brand’s message of shared calm and intentional living.

“This relaunch is not just about a product, but about delivering an experience,” said Eileen Lau, Head of Marketing at CHAGEE Singapore. “We wanted to bring Hojicha to Singapore with the sourcing, the craft, and the moment it deserves.”

This move builds on CHAGEE’s recent experiential direction, including its earlier 2026 museum exhibition Garden of senses: A tea reverie and the seasonal Camellia oolong milk tea launch during Chinese New Year.

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Activations extend the experience beyond the drink

To bring the “pause” philosophy into daily life, CHAGEE has lined up a series of brand touchpoints throughout March and April. These include:

Sampling booths across Singapore’s CBD
Drink drops at university campuses
In-store tastings at CHAGEE outlets

A limited-edition merchandise line complements the campaign. Items include a tea-scented sachet charm, a hand-poured candle with Hojicha visuals, a canvas tote bag, and a thermal tumbler. The brand says these items are designed to let consumers carry the calming ritual of tea beyond the store.

The collection is available in bundles while stocks last at CHAGEE outlets and via the CHAGEE app.

CHAGEE is also launching a “sip and win” gamified campaign via its app, offering a chance to win a grand prize worth more than SG$500. This adds a layer of engagement to the customer journey while encouraging app downloads and repeated visits.

What marketers should know

CHAGEE’s campaign illustrates how product storytelling can be extended into an immersive brand world without over-relying on digital-only tactics. Here’s what stands out:

1. Sensory brand building

By activating sight, scent, and narrative, CHAGEE creates a stronger emotional association with its product, which is increasingly valuable in crowded food and beverage spaces.

@chagee.sg
Lightness begins long before the first sip. Through gentle roasting and careful balance, Hojicha Genmai is crafted slowly — for a taste that feels light, smooth, and easy. CHAGEETheArtofLightness CHAGEEHojichaGenmai CHAGEESG CHAGEETOGETHER

♬ original sound – CHAGEE Singapore – CHAGEE Singapore

2. Anchoring lifestyle to product benefits

The naturally low-caffeine profile of Hojicha becomes more than a functional detail — it’s a symbolic hook for positioning the drink as a mindful choice.

3. IRL moments in a digital culture

While the campaign is digitally distributed via TikTok and Instagram, it’s grounded in physical activations and real-world rituals. This helps CHAGEE maintain relevance with digitally native consumers while building affinity through tangible experiences.

4. Merch as media

The limited-edition merch turns customers into walking ambassadors of the campaign, especially in urban spaces where visual branding can have ripple effects.

Marketers exploring sensory storytelling, CPG rituals, or experiential brand building can take notes from CHAGEE’s holistic approach.

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