Jeju Island’s acclaimed green tea producer, Clean Jeju Green Tea Agricultural Cooperative, has announced the upcoming release of a new addition to its product line under its flagship brand, Sumang. Set to launch this August, the new product is Hojicha—a distinctive roasted green tea known for its toasty, nutty flavor profile, inviting aroma, and gentle caffeine content.
This move marks another strategic step by the cooperative to diversify its premium tea offerings, targeting both domestic and international markets with a product that appeals to modern health-conscious consumers and tea enthusiasts alike.
What is Hojicha?
Hojicha stands apart from other green teas due to its unique roasting process. Unlike traditional green teas that are steamed, Hojicha is made by pan-firing or roasting tea leaves—often later harvests—at high temperatures. This roasting not only gives the tea its distinct brownish color but also develops a rich, smoky aroma with earthy and nutty undertones.
Another hallmark of Hojicha is its low caffeine content, which results from the roasting process breaking down caffeine molecules. As a result, Hojicha is a gentle, soothing tea, suitable for a wide range of consumers, including children, the elderly, and those looking to reduce their caffeine intake without sacrificing flavor.
The Clean Jeju Difference
The new Hojicha product by Sumang is set to carry forward the cooperative’s longstanding commitment to sustainable farming, organic cultivation, and high-quality production standards.
Clean Jeju Green Tea Agricultural Cooperative is a vertically integrated operation, meaning it controls the entire production cycle—from tea cultivation and harvesting to processing, packaging, and distribution. This ensures rigorous quality control at every stage and allows the cooperative to uphold its organic certification and commitment to eco-friendly practices.
Located on Jeju Island, one of South Korea’s most fertile and ecologically pristine regions, the cooperative benefits from the island’s ideal climate and terroir for tea cultivation. Jeju’s mild temperatures, mineral-rich volcanic soil, abundant rainfall, and frequent sea mist create optimal growing conditions that promote slow, even growth—critical for developing the complex flavors found in premium green tea.
These natural advantages, combined with a skilled team and a deep respect for traditional farming methods, allow the cooperative to produce green tea that stands out both domestically and abroad.
Global Growth of Green Tea and Matcha
The release of Sumang’s Hojicha comes at a time of rapid global growth in green tea consumption, particularly in regions such as North America, Europe, and Southeast Asia. While matcha—a finely ground green tea powder known for its vivid color and antioxidant properties—has dominated much of the recent attention in the wellness and lifestyle markets, there is a growing interest in other varieties like Hojicha.
In the United States, for example, matcha has become a staple in cafes and health stores, featured in everything from lattes and smoothies to baked goods and skincare. This trend is driven by consumer interest in functional beverages and products that support natural energy, detoxification, and mindfulness. As a result, demand for premium matcha has been steadily rising, opening opportunities for Korean producers to enter and compete in the global marketplace.
The Sumang Brand: Expanding the Portfolio
Under the Sumang brand, Clean Jeju currently offers a range of green tea products, including its signature line of matcha powders, which are available in three different grades:
- Ceremonial Grade: Ideal for traditional tea ceremonies and premium experiences, featuring vibrant color and deep umami flavor.
- Premium Grade: Suited for daily consumption or culinary use where high quality is still essential.
- Superior Grade: A versatile and accessible matcha perfect for recipes, smoothies, and baking.
This tiered approach not only provides consumers with clarity and choice but also reflects the cooperative’s commitment to education and transparency—helping buyers understand what they’re purchasing and how best to use it.
According to the cooperative, this same level of attention to detail and quality will apply to the new Hojicha line, which is expected to be available in loose-leaf and tea bag formats, targeting both B2B wholesale clients and, eventually, retail consumers.
Vision for the Future
Although Clean Jeju currently focuses primarily on business-to-business (B2B) transactions—supplying cafes, tea shops, wellness brands, and retailers—the cooperative has its sights set on future expansion into direct-to-consumer (DTC) sales channels.
In a recent statement, CEO Kyungmin Kang outlined the cooperative’s long-term goals:
“While we currently focus on B2B transactions, our ultimate goal is to expand into direct-to-consumer channels with a comprehensive distribution network,” said Kang. “We are committed to offering high-quality products at affordable prices, making premium Korean green tea more accessible to the world.”
To achieve this, the cooperative is actively working on building partnerships with distributors, launching e-commerce initiatives, and exploring export opportunities in high-growth markets.
Responding to Market Trends
With growing global interest in organic, ethically produced, and wellness-oriented products, Sumang’s expansion into Hojicha reflects both consumer demand and a broader trend toward diversified tea experiences. Consumers are not only looking for health benefits but also variety, cultural authenticity, and traceability—values that are embedded in Clean Jeju’s production philosophy.
By introducing Hojicha, Sumang is positioning itself not just as a producer of green tea, but as a curator of Korean tea culture, offering a full spectrum of flavors and health benefits to the global stage.
Final Thoughts
The upcoming launch of Hojicha by Sumang is more than just a product release—it’s a strategic evolution that demonstrates the cooperative’s deep understanding of market trends, commitment to quality, and ambition to grow internationally. For tea lovers, health enthusiasts, and conscious consumers alike, this August marks an exciting opportunity to experience the warmth and richness of Jeju Island in every cup.
