CHAGEE is picking up pace internationally, and its latest move into Bali says a lot about where the brand is headed next.
After building a strong presence in Jakarta, the premium tea chain has now opened its first locations outside the capital — choosing Bali as its next step. On the surface, it’s just expansion. But looking closer, it’s a clear signal that CHAGEE is leaning heavily into experience, culture, and long-term brand positioning.
A Different Kind of Store Launch
The Bali opening wasn’t just about putting another store on the map.
At Discovery Mall Kuta, CHAGEE introduced its first beach-style concept in Southeast Asia — something it calls a “third space,” designed for people to stay, not just grab a drink and leave.
The space itself tells the story.
Instead of copying a standard store format, the brand worked with local artisans, using hand-carved stone, natural materials, and design elements that feel distinctly Balinese. Even the merchandise reflects the location, with locally inspired touches rather than generic branding.
A second outlet at Trans Studio Mall adds reach in another high-traffic area, giving CHAGEE both visibility and accessibility from day one.
This approach isn’t accidental.
More and more global brands are realizing that expansion alone isn’t enough — you have to feel local to actually win the market.
Growth Powered by Experience, Not Just Product
What stood out most from the launch wasn’t the menu — it was the experience.
CHAGEE leaned into:
- in-store tastings
- interactive pop-ups
- community-style events
- and even a celebrity appearance that drew crowds
It’s a playbook that’s becoming more common in the beverage space: build attention first, then convert it into repeat visits.
At its core, CHAGEE continues to position itself less as a tea shop and more as a place people gather. That “tea bar” idea — somewhere between home and work — is central to how the brand differentiates itself.
Southeast Asia Is Still the Core Focus
Bali is just the next step in a much bigger plan.
Since entering Indonesia in 2025, CHAGEE has grown quickly across Jakarta and surrounding areas. Southeast Asia has been a natural fit — strong tea culture, dense urban populations, and a younger consumer base that responds well to lifestyle-driven brands.
For many Chinese tea chains, this region has been the first testing ground outside China. CHAGEE is no different, but it’s executing with more emphasis on branding and experience than most.
Korea Shows Where Demand Is Heading
At the same time, CHAGEE is preparing to enter South Korea, with planned locations in Seoul.
That move is being driven by something bigger than just expansion — a shift in consumer behavior.
Korea has long been dominated by coffee, but tea is starting to gain traction, especially among younger consumers looking for lighter, more lifestyle-oriented options. Travel and social media are playing a role too, with more people discovering brands like CHAGEE abroad and wanting access at home.
Search interest around the brand has been climbing, and early reactions suggest curiosity is already there.
A More Competitive Landscape
CHAGEE isn’t expanding in isolation.
Other Chinese tea brands — including Mixue, HeyTea, and Chabaidao — are also moving into international markets, often using similar strategies:
- rapid rollout
- strong pricing
- localized menus
- heavy social media presence
The difference will come down to execution.
In the long run, what matters isn’t how fast a brand expands, but how well it can maintain consistency, manage supply chains, and stay relevant locally.
The U.S. Is a Longer Game
CHAGEE has also entered the U.S., starting with a handful of locations in California.
It hasn’t been without challenges. The company itself has acknowledged a tougher operating environment and some internal adjustments over the past year. But the long-term goal is still clear.
This isn’t a short-term push.
It’s an attempt to do something much bigger — to make tea a mainstream, everyday choice in markets that have historically been dominated by coffee.
What This Means for Investors
For anyone looking at CHAGEE from an investment angle, there are a few important takeaways.
First, this is not a typical franchise story.
CHAGEE is still largely operating through company-owned stores and controlled expansion models. That means opportunities — where they exist — are likely to be structured, selective, and tied to larger market strategies.
Second, the real opportunity isn’t just in the brand itself.
It’s in the broader shift happening in the beverage space:
- tea gaining ground as a lifestyle product
- experience becoming as important as the drink
- brands expanding globally much earlier in their lifecycle
A Quiet Reality Most Investors Don’t See
Most people searching for “CHAGEE franchise” are looking for a simple entry point.
In reality, it rarely works that way.
The most valuable opportunities tend to sit behind the scenes — tied to timing, positioning, and who you know, not just what you can afford.
For investors who are serious about this space, the focus usually shifts from:
“Is this available?”
to:
“Where is this going next — and how do I get in early?”
Final Take
CHAGEE’s move into Bali, along with its push into Korea and the U.S., shows a brand that’s thinking long-term.
It’s not just opening stores.
It’s building a presence, market by market, in a category that still has a lot of room to grow globally.
For now, it’s one of the more interesting brands to watch — not just because of how fast it’s expanding, but because of how deliberately it’s doing it.
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