JEJU’S SUMANG COOPERATIVE TO EXPAND TEA LINE WITH AROMATIC HOJICHA DEBUT

KUALA LUMPUR, Aug 18 (Bernama) -- Clean Jeju Green Tea Agricultural Cooperative ‘Sumang’, renowned for its organic teas grown on Jeju Island, has announced plans to introduce Hojicha in August.

Hojicha is a roasted green tea made by pan-firing tea leaves at high temperatures, known for its rich, nutty aroma and low caffeine content, according to a statement.

Its Chief Executive Officer, Kyungmin Kang said the company is committed to offering high-quality products at affordable prices.

“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.

Leveraging Jeju’s ideal growing conditions, Sumang produces high-quality green teas under its “Sumang Tea Garden” brand, offering three matcha grades, namely Ceremonial, Premium, and Superior, giving consumers a variety of options tailored to their taste and intended use.

Recently, global interest in health and wellness has fuelled rising demand for matcha, particularly in the United States. Sumang has seen steady export growth and increased interest from international buyers.

Sumang is a vertically integrated producer that grows, processes, and sells organic green tea in Jeju Island. Since 2007, the cooperative has produced Jeju green tea of the highest quality, provided by the natural environment of Jeju Island, South Korea.

-- BERNAMA