Chinese premium tea chain CHAGEE is accelerating its expansion across the Asia-Pacific region, focusing on high-profile retail locations and growing consumer interest in morning tea routines. The strategy combines large-format, experience-oriented outlets with digital engagement to capture both foot traffic and loyalty in key urban markets.
Securing prime sites has been a central challenge for CHAGEE, as the company prioritizes visibility, accessibility, and sufficient space. This approach supports its “third space” concept, which positions stores as social hubs where customers can relax, socialise, or work while enjoying freshly made tea. Unlike traditional kiosk-style tea outlets, these larger stores are designed to enhance the overall customer experience.
CHAGEE’s Asia-Pacific expansion accelerated in 2025, with openings in Singapore, Malaysia, Thailand, Indonesia, and the Philippines. By the end of December 2025, the company operated over 7,338 tea houses globally, highlighting its rapid international growth. Stores feature localised campaigns and design elements, including pet-friendly outlets in select Southeast Asian markets and flagship formats tailored to local tastes.
Digital engagement is central to CHAGEE’s growth model. In Singapore, most transactions occur via its mobile app, providing insights into customer preferences and enabling targeted promotions, loyalty programs, and menu innovations. The brand is also leveraging concentrated tea brewing techniques to appeal to morning routines, aiming to position tea as an alternative to coffee during breakfast hours.
The brand’s operational efficiency has been enhanced through automation, with certain beverage preparation times reduced to eight seconds. This allows store staff to focus on customer service and experience rather than routine tasks, aligning with CHAGEE’s emphasis on combining technology with human interaction.
Looking ahead, CHAGEE plans to expand its footprint further in strategic Asia-Pacific locations, including entry into South Korea in 2026 with stores in Seoul’s Gangnam, Yongsan, and Sinchon districts. These stores are expected to serve as regional flagships, combining contemporary design with the chain’s signature tea experiences.
Globally, CHAGEE now operates across eight countries, with annual tea procurement exceeding 10,000 tons, reflecting the scale and consistency of its supply chain. The brand’s focus on premium locations, digital engagement, and culturally relevant experiences positions it well to capture growing demand for tea across urban Asia-Pacific markets.
