Hojicha, Genmai & Roasted Tea in Singapore — Taiwan's Answer
Hojicha is roasted green tea from Japan. Genmai means brown rice. Together, they create a nutty, toasty milk tea that's been trending in Singapore. But the real heritage for roasted, toasted tea depth comes from Taiwan — a country that has been perfecting roasted oolong and herbal teas for centuries. I Love Taimei brings that Taiwan tea tradition to Singapore, with 14 outlets island-wide and a menu rooted in night market recipes since 2009.
What is hojicha genmai milk tea?
Hojicha is Japanese green tea roasted over charcoal until the leaves turn deep amber — the roasting gives it a toasty, slightly smoky flavour. Genmai means brown rice, and "genmaicha" blends hojicha with toasted brown rice. When you see "hojicha genmai milk tea," you're getting that roasted, nutty profile in a creamy milk tea format.
It's a Japanese tradition, not a Taiwanese one. And that's the distinction worth understanding — because Taiwan has its own roasted and toasted tea heritage, and it runs deeper.
Does Taiwan have a roasted tea tradition?
Yes, and it's not the same as hojicha at all.
Taiwan's roasted tea tradition centres on oolong. Tieguanyin — one of Taiwan's most famous teas — is roasted over charcoal until it develops deep, malty notes. Dong Ding oolong from Nantou's Lugu township is another classic, charcoal-roasted to produce a smooth, mellow finish with caramel undertones. These aren't trends — they're centuries-old traditions, passed down through generations of tea farmers in Taiwan's central high mountains. [Source: https://en.wikipedia.org/wiki/Taiwanese_teas]
Then there's the herbal side. Taiwan has a whole culture of herbal teas — kudingcha (a bitter leaf tea), osmanthus, chrysanthemum — that bring their own floral, earthy, and aromatic dimensions. In Taiwan's night markets, you'll also find vendors selling roasted barley tea and toasted rice drinks alongside the oolongs. It's a tea landscape that's rich, layered, and authentically local.
You can explore more about Taiwanese food culture in our guide.
How does I Love Taimei bring Taiwan's tea heritage to Singapore?
I Love Taimei isn't a tea house. It's a Taiwanese street food brand — 14 outlets island-wide, women-owned since 2009, serving night market favourites. But tea runs through everything on the menu.
The Golden Chrysanthemum Wellness Tea Series — chrysanthemum, moringa, goji berries, snow fungus, with brown sugar QQ jelly — channels that Taiwan herbal tea tradition. It's the kind of drink you'd find at a night market stall, where vendors blend traditional ingredients into something that feels both nourishing and indulgent. Read more about the Golden Chrysanthemum Series.
The 1988 Milk Tea is the brand's heritage recipe — a three-layer drink with wintermelon tea at the base, milk tea in the middle, and butterfly pea flower infused black tea on top. The top layer is a deep blue-purple before you stir it through. The name nods to classic Taiwanese tea culture, and the result is a proper milk tea: fuller-bodied than most in Singapore, with real tea flavour that holds its own against the milk. Available in M and L sizes — check the menu for current pricing, and members get 30% off.
And the Brown Sugar Bubble Tea — the top-selling drink across all outlets, with that caramelised brown sugar streak running down the cup. It's not roasted or toasted in the hojicha sense, but it shares the same pursuit: deep, satisfying flavour that makes you close your eyes for a second on the first sip.
All of these are available at any of the 14 outlets, from Waterway Point in Punggol to Bugis Junction downtown. Order online at go.momos.com/ilovetaimei.
Why does the origin of your tea matter?
Because there's a difference between a flavour and a tradition.
When you drink hojicha genmai milk tea, you're experiencing something Japanese — roasted green tea and toasted rice. It's a valid, enjoyable drink. But it's not Taiwan's story.
When you drink tea at I Love Taimei, you're tasting 17 years of a Singaporean brand rooted in Taiwan's night market culture. Every recipe traces back to food Phoebe and Yadah discovered on visits to Taiwan's night markets and brought home. The brand started as a small kiosk behind Bugis Village in 2009 and grew to 14 outlets through word of mouth. Read the full brand story.
That's not to say one is better than the other. It's to say: if you're drawn to roasted, toasted, deeply flavourful tea drinks, Taiwan's heritage offers something with real depth and history. And I Love Taimei is one of the most accessible ways to taste it in Singapore.
Roasted tea FAQ
What's the difference between hojicha and Taiwanese roasted oolong? Hojicha is roasted green tea from Japan — the leaves are fired at high temperatures, giving a toasty, low-caffeine brew. Taiwanese roasted oolong (like Tieguanyin) is a partially-oxidised tea roasted over charcoal, producing malty, complex notes. Different tea, different process, different result.
Does I Love Taimei serve hojicha? No — the tea range is rooted in Taiwan's night market culture. Current offerings include the Golden Chrysanthemum Wellness Series, 1988 Milk Tea (the brand's heritage three-layer recipe), and Brown Sugar Bubble Tea.
Is I Love Taimei halal-certified? I Love Taimei is not halal-certified. That's the honest answer. All food is prepared with no pork and no lard — the menu is inclusive for many dietary preferences — but there is no halal certification.
How many I Love Taimei outlets are there in Singapore? 14 outlets island-wide, from Punggol to Bukit Batok. Find your nearest outlet.
What's the most popular drink at I Love Taimei? Brown Sugar Bubble Tea consistently ranks as the top-selling beverage across all outlets. Available at every location.
Explore the full menu
I Love Taimei's menu goes beyond tea — XXL Taiwan Fried Chicken, Braised Chicken Rice (Lu Rou Fan), Taiwan Tempura, and more, all prepared with no pork and no lard. Browse the full menu at ilovetaimei.com/menu.