The local matcha craze is reaching fever peak and CHAGEE’s recent entry in the green drink space, in partnership with The Little Prince, is slowly revealing interesting insights on Filipinos’ preference.

In August this year, the international milk tea sensation made a splashing debut in the local matcha space with the introduction of a curated Matcha Series. Inspired by The Little Prince, the beloved literary classic that celebrates sincerity, innocence, and meaningful connections, the latest infusions promise a pure-hearted tea experience that brings together the story’s spirit of genuine connection with CHAGEE’s commitment to thoughtful tea craftsmanship.

The impact of CHAGEE’s take on this popular drink is immediate. In addition to rapid sell-out of The Little Prince-inspired merch merely one week after launch, the Signature Matcha Latte now accounts for nearly 50 percent of orders, making it the clear go-to choice among consumers. The Lime Cheese Matcha Latte that comes in two variants—with and without a cheese cap—is close behind it in CHAGEE’s sales chart.

More than a month since its entry into the matcha scene, a story behind the Filipinos’ phenomenal reception to CHAGEE Matcha Series is taking form, revealing an evolving palate preference of local matcha lovers.

Classic Matcha Remains the Undisputed Favorite

Velvety. Smooth. Earthy. The appeal of a classic matcha latte lies in letting the tea itself take center stage. For many Filipino matcha lovers, the experience does not need to be complicated. With the right balance of smooth, creamy and rich umami matcha notes, the familiar format is already enough.

Topping the sales chart, CHAGEE’s Signature Matcha Latte reflects consumers’ strong preference for a classic matcha experience. Its popularity points to a continued appreciation for a straightforward flavor, where the character of the tea remains at the heart of the drink.

For those who prefer their matcha without milk, the Jasmine Matcha Pure Tea offers another expression of the classic experience. It combines CHAGEE’s soft, floral jasmine notes with deeper tea flavors, allowing the tea to take an even more prominent role. Served hot or cold, it offers a lighter, milk-free alternative while staying true to the appeal of a simple, tea-forward cup.

Growing Preference for Playful Matcha Flavors

Filipino matcha lovers are increasingly exploring combinations that introduce new flavors, textures, and dimensions to the drink.

This appetite for exploration is reflected in CHAGEE’s Lime Cheese Matcha Latte, a zesty cold beverage that blends fresh, green matcha with citrusy lime and a creamy cheese finish. The combination creates a bold yet uplifting profile, balancing the bright, refreshing character of lime with the richness of matcha and cheese. For those looking for a more indulgent take, the Chocolate Cookie Matcha Frappe is an ice-cold blended treat that combines matcha with chocolate cookie bits, adding a rich, familiar sweetness to the tea-forward base.

Together, these offerings reflect how matcha is increasingly being enjoyed beyond traditional formats, giving Filipino consumers more room to experiment and find combinations that suit their personal tastes.

Matcha is Now a Matter of Personal Taste

From dedicated matcha bars and pop-ups to festivals and inventive café menus, the green drink that started as a niche beverage is now woven into a broader culture of local palate discovery, with consumers exploring flavor profiles, preparation methods, and creative pairings.

As matcha becomes more familiar to Filipino consumers, the ways people choose to enjoy it are becoming more nuanced. For some, the appeal lies in the unmistakable character of the tea itself, smooth, earthy, and rich. Others may prefer matcha softened by creamy textures or paired with contrasting flavors, from bright citrus to indulgent chocolate.

These preferences point to a broader shift in the matcha conversation: it is now becoming less about whether someone is a “matcha person”, and more about what kind of matcha experience one prefers.

Matcha has grown from a must-try drink known only to a select few to a popular indulgence that has formed a vibrant community of enthusiasts.

CHAGEE’s take on the popular Matcha drink reinforces its commitment to elevating local tea experience with high-quality drinks brewed through century-old tea craftsmanship, and the reception to its latest offering reveals the evolving tea experience of Filipino consumers.