Chinese milk tea brand CHAGEE is accelerating its growth across Asia with plans to enter Japan and South Korea, following recent store launches in Indonesia, Thailand, and Vietnam. The brand is also set to make its debut in the Philippines this August, further cementing its vision to modernise tea culture and position itself as a lifestyle leader.
From Beverage to Lifestyle: Redefining Tea Culture
According to Eugene Lee, Chief Marketing Officer at CHAGEE Asia-Pacific, tea today is viewed the way coffee was two decades ago—“boring, functional, and a commodity.” CHAGEE’s mission is to change that perception by transforming tea into a modern lifestyle choice, much like how international coffee brands reshaped the market for Millennials in the 2000s.
The brand calls this approach “everyday luxury”—making premium tea both accessible and aspirational. This is delivered through sexy packaging, beautifully designed stores, and innovative beverages that appeal to younger, experience-driven consumers.
Localisation as a Growth Driver
CHAGEE’s expansion strategy leans heavily on local cultural integration.
- In Malaysia, the brand collaborated with creative studio Loka Made to celebrate traditional songket weaving, embedding cultural storytelling into its identity.
- In Singapore, CHAGEE partners with yoga and fitness studios, aligning itself with wellness and lifestyle communities.
- Across Southeast Asia, it has tapped into collectible culture with the launch of its playful “Bes-Tea” plushies, resonating with younger audiences on occasions like International Friendship Day.
This tailored approach allows CHAGEE to remain consistent in its global brand pillars—culture, health, and friendship—while giving each market the autonomy to adapt campaigns that feel locally authentic.
The Road Ahead: Scaling Globally
CHAGEE has ambitious plans to expand into 100 countries within the next five to ten years, aiming to become the global ambassador of tea. By blending heritage with innovation, the brand hopes to elevate tea’s relevance in the modern consumer lifestyle, much like coffee’s evolution in recent decades.
How Star Brands Consulting Group Can Help Brands Like CHAGEE
At Star Brands Consulting Group, we work with fast-growing consumer brands like CHAGEE to successfully navigate international expansion. Entering culturally diverse and competitive markets requires a careful balance of localisation, brand consistency, and operational efficiency—areas where our expertise lies.
Our services include:
- Market entry strategy & cultural localisation
- Franchise and partnership development
- Retail and experiential marketing activations
- Brand storytelling and positioning for Gen Z & Millennials
- Scalable operational frameworks for global growth
Just as CHAGEE aims to modernise tea culture, Star Brands Consulting Group helps ambitious brands modernise their expansion strategies—turning bold visions into sustainable global success stories.