Chinese tea chain CHAGEE is sharpening its push into the Philippines, betting that a shift in consumer habits will open the door for premium tea in a market long dominated by coffee.
The brand has been expanding its presence in the country as part of a wider Southeast Asia strategy, with the Philippines emerging as a key testbed for its ‘modern Oriental tea’ concept. The company already operates in multiple Asia-Pacific markets, including the Philippines, as it builds a broader international footprint.
Industry momentum appears to be on its side. Younger consumers across the region are increasingly experimenting with alternatives to coffee, with tea-based drinks gaining traction for their perceived health benefits and variety. CHAGEE’s overseas membership in Asia-Pacific surged 177 percent by end-2025, with a majority of users under 30, underscoring its strong pull among younger demographics.
The Philippines, traditionally a coffee-heavy market, has seen a rapid rise in milk tea and specialty beverage formats in recent years, creating space for premium tea brands. CHAGEE has leaned into this shift with a product strategy centred on freshly brewed tea, minimalist menus, and elevated store environments designed as ‘third spaces’ for socialising.
“Our site selection criteria are significantly stricter than most beverage brands,” said Eugene Lee, Asia-Pacific CMO at CHAGEE, highlighting the company’s focus on high-visibility, experience-led locations as it scales across the region.
The brand has also actively built local awareness through experiential launches and pop-ups.
With nine sites already operating in the Philippines as of 2025 and expansion accelerating, CHAGEE is doubling down on a market where tea is evolving from a niche category into a lifestyle choice.
As competition intensifies between global coffee giants and emerging tea specialists, the Philippines is fast becoming a key battleground, one where CHAGEE is betting that premium tea can move from trend to habit.
