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South Korea has undeniably become a major global coffee-consuming nation.

In 2022, the average adult consumed approximately 353 cups of coffee per year. Cafés flood every street corner, and coffee machines populate almost every office, making coffee an integral part of everyday life.

The distinct feature of Korea’s coffee culture is that it has evolved beyond mere consumption into a cultural phenomenon. From instant coffee to roasted beans, and eventually specialty coffee, consumer preferences have become increasingly sophisticated and refined. Particularly noteworthy is the growing popularity of the \"hand-drip\" coffee culture.

Many Koreans now meticulously consider bean type, roast level, and brewing methods. Preparing coffee at home with grinders and drippers has become commonplace. Coffee has deeply entrenched itself in daily routines.

Afternoon Dilemma: Seeking Coffee Alternatives

As coffee culture has flourished, new concerns have emerged, especially regarding afternoon caffeine intake.

A cup of coffee in the morning is an energizing start to the day, but by around 2 PM, caffeine begins to feel burdensome. Research shows caffeine takes an average of 4-6 hours to metabolize, meaning coffee consumed later in the day can disrupt sleep. This has driven many to seek alternatives for their afternoon drink.

Limited Choices: Current Coffee Alternatives

Currently available alternatives often fall short.

Decaffeinated coffee still contains small amounts of caffeine and raises concerns about chemical residues from processing. Traditional teabags are convenient but lack depth in flavor and aroma. Floral or herbal teas rarely match coffee's complex taste profile.

In this context, we wondered what drink could address the bland alternatives and still be friendly to people's pockets?

For us, developing Baozhong Hojicha made sense. It emerged as a compelling alternative.

Made from oolong tea, it delivers a robust, woody first sip reminiscent of coffee, finishing with baozhong oolong’s distinctive floral aroma. Moreover, by primarily using tea stems, its caffeine content rivals that of decaffeinated beverages.

The Power of Habit

Simply proposing hojicha as a coffee alternative is not enough. A truly satisfying beverage requires a scientifically informed approach.

What is the most crucial factor when choosing an afternoon coffee alternative? Taste? Health benefits? While important, the key lies in eliminating friction in existing habits.

No matter how good a substitute is, it remains just an option if it doesn’t easily fit into existing routines. To transform Baozhong Hojicha from merely an \"alternative\" to a \"natural choice,\" we retained the appealing aspects of coffee culture.

Hand-drip brewing of hojicha maintains the ritualistic nature of coffee drinking—checking water temperature, setting filters, and slowly pouring water. These moments form a cherished routine deeply embedded in daily life.

Using a hand-drip method for Baozhong Hojicha closely mirrors coffee brewing habits. The tools, timing, and process remain nearly identical, differing only by substituting coffee beans with hojicha.

This familiarity facilitates new habit formation through a psychological strategy called \"habit stacking,\" where small changes to existing habits create new routines. Such an approach significantly boosts success compared to establishing completely new habits.

Thus, choosing a hand-drip brewing method was a strategic, psychologically informed decision, minimizing disruption while maximizing the retention of positive experiences from coffee culture.

Developing Baozhong Hojicha for Hand-Drip

Coffee’s allure extends beyond caffeine. Its complex taste, from initial acidity to a lingering bitterness, defines its appeal. Replicating such complexity in hojicha was essential.

We carefully selected our base ingredient, opting for Wenshan Baozhong oolong, renowned for its fresh, orchid-like finish. The roasting process was redesigned: typical hojicha roasting at high heat briefly yields a nutty flavor but lacks a lingering aftertaste.

By roasting at 90-100°C for extended periods, we achieved initial nuttiness complemented by Baozhong’s signature floral finish. Grinding also underwent meticulous adjustment, avoiding overly fine textures that overly emphasize nuttiness.

These careful refinements enabled Baozhong Hojicha to deliver a complex, nuanced flavor ideal for hand-drip preparation.

Conclusion

We aimed not merely to create a coffee substitute but to explore the possibilities of a new tea culture. The hand-drip method of Baozhong Hojicha was chosen through thoughtful consideration.

In modern life, coffee serves multiple roles—starting a day, marking moments of rest, or facilitating social interactions. Understanding and reinterpreting these cultural values was crucial.

Baozhong Hojicha's uniqueness lies in three aspects:

Retaining coffee culture’s benefits while removing caffeine's drawbacks. The familiar hand-drip method eases the transition.
Complex flavor and aroma rooted in Baozhong oolong characteristics. Innovative roasting and grinding deliver a uniquely layered taste, starting robustly nutty and ending with floral notes.
Initiating a new chapter in tea culture, mirroring coffee's journey from instant to specialty forms, highlighting tea’s potential for similar evolution.

Baozhong Hojicha Hand-drip is the first step toward a new tea experience. We propose a new way to enjoy tea—rich like coffee but uniquely tea-inspired.

If you're struggling with your afternoon coffee decision today, Baozhong Hojicha might just be your answer. A familiar ritual, yet an entirely new flavor—this is the beginning of the change we envision.

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Busca por aroma, ánimo, utensilio o palabra de una historia.","ENCUENTRA TÉ · HISTORIA · OBJETO","¿Qué estás buscando?","collections","Colecciones","pages","Páginas","products","Tés y objetos","compare",{"_566":567,"_97":568,"_176":569,"_570":571,"_572":573,"_574":575,"_576":577,"_578":579,"_580":581,"_582":583,"_25":584,"_585":586},{"_325":562,"_97":563,"_176":564,"_25":565},"kinds",{"_556":557,"_558":559,"_560":561},"Descubre todos los tés, utensilios y pequeños objetos de Tinge of Soul.","Tés y objetos | Tinge of Soul","partnership",{"_97":551,"_176":552,"_25":553,"_554":555},"section",{"_97":548,"_176":549,"_25":550},"view","Ver","Tómate tu tiempo con el aroma y el momento; después elige algo que merezca quedarse cerca.","VER TODO","Tu próxima taza","Los formatos profesionales y las muestras están separados de la tienda cotidiana para que cada colaboración empiece con expectativas claras.","PARA CAFETERÍAS Y COLABORADORES","Empieza con una selección de muestras","action","Explorar muestras profesionales","object","Objeto de té","service","Colaboración","tea","Té","TODOS LOS OBJETOS","Descubre té de hoja para cada día, bolsitas para viajar y utensilios que mejoran con el uso.","LA COLECCIÓN COMPLETA","Pequeñas formas de vivir con té","caffeine","Cafeína","Empieza por la sensación que buscas en la taza. Aquí reunimos sabor, origen y cafeína; cada ficha incluye las notas completas de hoja y preparación.","ENCUENTRA TU MATIZ","first","Primera taza","ingredients","Ver ingredientes y preparación","origin","Origen","regionLabel","Comparar dos tés","second","Segunda taza","selectLabel","Elige dos tés","tastes","Sabor","Compara dos tazas, lado a lado.","yourCup","TU TAZA","addToCart","Añadir al carrito","salePrice","Precio rebajado","originalPrice","Precio original","added","Añadido al carrito","addError","Volver a intentarlo","addingStatus","Añadiendo tu selección al carrito.","addedStatus","Añadido al carrito. La bolsa está abierta.","addErrorStatus","No pudimos añadir este producto. Inténtalo de nuevo.","Colección","curatedObject","TOS · OBJETO CURADO","productProfile","Ficha del producto","ritualTea","TU RITUAL TRANQUILO DE TÉ","ritualObject","USO Y CUIDADO","howToEnjoy","Cómo disfrutarlo","matchaPreparation",{"_176":662,"_25":663,"_664":665,"_660":666,"_667":668,"_669":670},"matchaVisualRecord",{"_176":652,"_25":653,"_654":655,"_656":657,"_658":659,"_660":661},"pairWith","Combínalo con","keepCare","Conservación y cuidado","shippingNote","Nota de envío","useCareGuide","Guía de uso y cuidado","assuranceCurated","Seleccionado con cuidado por Tinge of Soul","assuranceCheckout","Pago seguro y embalaje cuidado","questions","¿Dudas? Pregunta por este producto","shipping","Envíos","returns","Devoluciones y reembolsos","sourcingEyebrow","ORIGEN, SIN MISTERIO","sourcingTitle","Lo que sabemos de esta taza","sourcingCopy","Publicamos origen, variedad, ingredientes, tamaño y preparación cuando están verificados. La cosecha y el productor solo se comparten al confirmarlos para el lote.","sourcingAction","Pedir notas del lote actual","marketAvailability","Hay entrega internacional a destinos admitidos. La tienda está disponible en inglés, japonés, coreano, chino tradicional y español.","storyEyebrow","SABOR · MATERIAL · RITUAL","storyTitle","Sobre este té y objeto","soldOut","Agotado","REGISTRO VISUAL DEL PRODUCTO","Boseong como contexto de origen","primaryAlt","Matcha ecológico verde de Boseong sobre una superficie blanca","alt","Hileras de té en una ladera con niebla en Boseong","caption","Esta imagen del jardín de Boseong se publicó con la ficha de Shopify y aporta contexto visual al origen declarado.","boundary","No identifica el lote, fecha de cosecha ni productor actuales.","RECETA OFICIAL TOS","Matcha ceremonial, paso a paso","steps",[671,672,673,674],"La receta original de Tinge of Soul indica cucharadas y volumen de agua, pero no publica gramos, temperatura numérica ni tiempo fijo; por eso esos valores quedan abiertos.","sourceAction","Leer la receta original de Tinge of Soul","sourceLanguage","Receta original en coreano","Pon 2 cucharadas de matcha en un cuenco; tamízalo si lo prefieres.","Añade una pequeña cantidad de agua.","Bate en zigzag hasta integrar el matcha.","Añade los 50–60 ml restantes y bate suavemente en Z. Detente al formar una crema suave y abundante.","Carrito","cartPanel","Panel del carrito","lineItems","Productos","lineItemsWith","Productos con","emptyEyebrow","TU BOLSA DESCANSA","Tu carrito espera algo con carácter.","Tómate tu tiempo con los tés y pequeños objetos que acompañan el ánimo de hoy.","explore","Explorar tés y objetos","decrease","Reducir cantidad","increase","Aumentar cantidad","removeProduct","Eliminar producto","orderSummary","Resumen del pedido","shippingReturns","Envíos y devoluciones","shippingCalculated","El envío se calcula al pagar.","shippingDetails","Detalles de envío","returnsRefunds","checkout","Continuar al pago","discountCode","Código de descuento","appliedDiscounts","Descuentos aplicados","removeDiscount","Quitar código de descuento","applyDiscount","Aplicar código","giftCard","Tarjeta regalo","appliedGiftCards","Tarjetas regalo aplicadas","giftCardCode","Código de tarjeta regalo","applyGiftCard","Aplicar tarjeta regalo","removeGiftCardEnding","Quitar tarjeta regalo terminada en","remove","Quitar","apply","Aplicar","applying","Aplicando…","applyingDiscount","Comprobando el código…","discountApplied","Código aplicado.","discountNotApplied","No se pudo aplicar. Revisa el código y sus condiciones.","applyingGiftCard","Comprobando la tarjeta…","giftCardApplied","Tarjeta regalo aplicada.","giftCardNotApplied","No se pudo aplicar. Revisa el código e inténtalo de nuevo.","businessEyebrow","INFORMACIÓN DE LA EMPRESA","businessName","Tinge of Soul LLC","businessRegistration","Registro mercantil · 694-81-02307","contact","CONTACTO Y COLABORACIONES","copyright","location","Jongno-gu, Seúl, Corea","mailOrderRegistration","Registro de venta en línea · 2026-Seoul Jongno-0010","manifesto","Descubre tu propio gusto.","manifestoCopy","Conectamos té, cultura y valores distintos para crear experiencias en las que pueda crecer tu propio gusto.","manifestoEyebrow","CURADURÍA · INDIVIDUALIDAD · CONEXIÓN","signature","Un viaje hacia tu propio estilo.","soul","Dibujado a mano, preparado con calma y hecho con alma.","story","Colección de té","officialDetails","Ver información oficial de la empresa","Teléfono · +82 10-5804-7540","representative","Representante · PAI SHERRIE","wholesale","Para empresas","beginJourney","Comenzar el viaje","business","Wholesale","close","Cerrar panel","Contacto","Inicio","Regalos","journey","Viaje","Idioma","Menú","mobileIntroEyebrow","TÉ GLOBAL · HECHO CON ALMA","mobileIntroTitle","Encuéntrate a través del té.","mobilePrimary","Encuentra tu taza","openMenu","Abrir menú","ourStory","primaryNavigation","Navegación principal","searchAll","Buscar en todo el sitio","searchClear","searchPlaceholder","Buscar té, aromas o historias","searchTerm","Término de búsqueda","signIn","Iniciar sesión","skipToContent","Ir al contenido","storeTools","Herramientas de la tienda","stories","Historias","viewAllResults","Ver todos los resultados de","Ruta de navegación"]

Continúa la historia

[NUESTRA HISTORIA 2] Del rechazo a una visión más clara de nuestra marca de té

[NUESTRA HISTORIA 1] En busca del alma del té: el origen de nuestra marca

Historia del té de Hadong — 1.200 años de tradición coreana