Chinese premium tea chain Chagee is set to debut in the Philippines this August, expanding its global footprint with three new outlets in Metro Manila. This milestone marks Chagee’s continued growth across Southeast Asia and its strategic push into a high-demand beverage market.
Key Store Locations
Chagee’s inaugural Philippine branches will be located at:
- SM North EDSA (Quezon City)
- Robinsons Galleria (Ortigas Center)
- Venice Grand Canal Mall (Taguig)
These flagship locations were carefully selected to maximize visibility within Manila’s bustling retail corridors.
Brand Identity & Experience
Positioned as a modern tea bar, Chagee distinguishes itself through:
- Use of whole tea leaves (green, black, oolong) brewed without artificial sweeteners or flavorings
- Signature drinks like the BO·YA Jasmine Green Milk Tea, known for its floral profile and creamy finish
- Tea bar ambiance centered on wellness, social activation, and cultural immersion
In early July, the brand also hosted a “7-Day Power Up Challenge” pop-up at SM North EDSA, featuring wellness games, fitness classes, exclusive merchandise, and complimentary tastings of its global bestseller to build local buzz ahead of the official store openings.
Growth and Positioning in Southeast Asia
Chagee’s expansion into the Philippines follows its success in markets like China, Malaysia, Singapore, and Thailand. Highlights include:
- Operating over 6,000 stores worldwide by the end of 2024
- Rapid revenue growth: approximately ¥12.4 billion in 2024, up from ¥4.6 billion in 2023
- Franchise-led model driving global expansion with plans to open 1,000–1,500 new stores in 2025, including in North America
Insight from Star Brands Consulting Group
Chagee represents a strong case study in premium franchising and cultural retail positioning. Key takeaways for investors:
- ✅ Health-first product strategy: Whole-leaf teas without additives resonate with wellness-focused consumers
- ✅ Experiential retail: Pop-up strategies build community engagement and brand affinity
- ✅ Efficient franchise model: Streamlined operations and centralized supply chain support scalable growth
- ✅ IPO-backed growth: Chagee’s U.S. listing provides capital and visibility for international expansion
Why Chagee Matters for Emerging Markets
With the Philippines’ tea and café culture booming, Chagee brings unique strengths:
- Differentiated beverage offerings in a saturated milk tea space
- A scalable franchise playbook that aligns with global retail trends
- Urban design that fits seamlessly with metro malls and lifestyle precincts
Partnering with Star Brands Consulting Group
If you’re looking to:
- Bring innovative beverage franchises to your country or mall
- Launch Chagee or similar brands in your territory
- Leverage event-driven retail strategies for high engagement
…we’re ready to guide you. Our network and franchise consultancy can help secure local rights, ensure operational readiness, and deliver sustainable retail growth across Southeast Asia and beyond. Contact Us!