CHAGEE celebrates 8th anniversary with brand refresh and regional campaign
CHAGEE’s anniversary push showcases how to localize campaigns at scale across APAC
CHAGEE is marking its eighth anniversary with a refreshed visual identity and a full-blown regional campaign. The effort offers marketers a compelling look at how brand storytelling, cultural cues, and localized activations can align under one unifying concept.
@chagee.id 8 years of tea, culture, and connection — and we’re only getting started 🍵∞ At CHAGEE, every cup brewed and every connection made has shaped who we are today. As we turn 8, we’re reimagining what this milestone means. From 8 to Infinity ∞, our journey continues, guided by the same spirit that started it all — to make friends through tea. In Indonesia, our story has grown beautifully: from opening our very first store at PIK Avenue, to achieving our Halal certification, and introducing CHAGEE Indonesia's first Tea Concept Store in Bekasi — each milestone has opened the door to new possibilities. And this is just the beginning. There’s so much more ahead as we continue our journey of tea, togetherness, and infinite imagination. #CHAGEETurns8 #CHAGEEID #CHAGEETOGETHER
♬ original sound - CHAGEE Indonesia - CHAGEE Indonesia
This article explores how the modern teahouse brand is celebrating the milestone across Asia, what its “8 to infinity” theme signals about long-term ambitions, and how each market’s campaign rollout reflects CHAGEE’s strategy of hyper-local engagement at global scale.
Short on time?
Here’s a table of contents for quick access:
- A new look rooted in heritage
- Singapore: giveaways and scratch cards
- Malaysia: quiz-driven virality and immersive workshops
- Philippines: giant installations and influencer collabs
- Indonesia: app gamification and luxury experiences
- Thailand: creator-led campaigns with digital hooks
- What marketers should know
Patrecia Meliana
A new look rooted in heritage
At the center of CHAGEE’s campaign is a new cup design inspired by the Ancient Tea Horse Road. It is more than just a packaging update. Roses, tea trees, and sailing ships swirl in a constellation pattern that ties into the brand’s “8 to infinity” theme.
The design links CHAGEE’s heritage focus with its forward-looking ambition, presenting a brand built on cultural exchange that is now scaling globally.
This refreshed identity arrives alongside major business milestones, including a Nasdaq listing, more than 7,000 stores worldwide, and increased investment in APAC and US expansion. The campaign isn’t just a celebration but a message: CHAGEE is looking ahead.
Patrecia Meliana
Singapore: giveaways and scratch cards
In Singapore, CHAGEE launched an Instagram giveaway inviting users to comment on their favorite cup motif for a chance to win limited-edition merch. Offline, the brand activated a scratch-and-win program across all outlets, giving customers a second layer of interaction.
The Singapore campaign also featured a localized release of the regional brand film, spotlighting everyday tea moments with family and friends. The narrative reinforced CHAGEE’s role in daily rituals and relationships, aligning perfectly with the “8 to infinity” theme.
The timing also aligns with the launch of CHAGEE Pagoda House, the brand’s first tea and retail concept in Singapore. Located in Chinatown, the store blends heritage design with a modern tea retail experience.
Malaysia: quiz-driven virality and immersive workshops
Malaysia focused on engagement through a teaser-led rollout and multiple user contests. The market launched a RM30 spend-to-enter giveaway and followed up with a three-day quiz campaign that rewarded 10,000 users daily with free BO·YA jasmine green milk tea.
Beyond app incentives, Malaysia also hosted a crystal ball workshop symbolizing clarity and connection. Paired with the refreshed cup reveal and exclusive merch, the experience emphasized both emotional and aesthetic value.
Philippines: giant installations and influencer collabs
In the Philippines, the campaign featured large-scale activations at Glorietta and SM City Fairview, where CHAGEE installed a giant cup sculpture and offered 100 free drinks a day from November 15 to 17.
Instagram contests included gift box and pin giveaways, while in-app rewards and referral mechanics kept users coming back. Influencers also joined the push, adding visibility to the new look and exclusive merch across platforms.'
Indonesia: app gamification and luxury experiences
Indonesia offered one of the most extensive campaign rollouts, built around app-based incentives like stamp collection, referral contests, and leaderboard-based giveaways. Top spenders could win everything from limited-edition merch to a MacBook or AirPods.
Offline, CHAGEE ran a high-end rooftop dinner at The Westin Jakarta, accessible only through a social contest. The campaign wrapped with a perfumery workshop inspired by CHAGEE’s tea scent profiles, linking the brand’s beverage identity to broader lifestyle aspirations.
Thailand: creator-led campaigns with digital hooks
Thailand’s strategy revolved around digital creators and app-based incentives. Influencers helped showcase the new packaging and motifs, while users were nudged to participate in stamp-based rewards and referral bonuses through CHAGEE’s mobile app.
The market kept the “8 to infinity” theme at the center, but gave creators room to interpret and localize the message through their own voice and aesthetic.
Patrecia Meliana
What marketers should know
CHAGEE’s campaign offers a high-performing blueprint for marketers looking to scale identity-led campaigns across diverse markets. Here are four strategic takeaways:
1. Localization done right builds consistency, not confusion
By grounding everything in a unified visual and thematic framework, CHAGEE avoided the trap of fragmented campaigns while allowing room for cultural nuance.
2. Owned apps are powerful engagement engines
Across markets, app-based incentives drove engagement, retention, and purchase. For marketers, this reaffirms the value of first-party platforms in building loyalty.
3. Experiences matter more than impressions
The brand mixed visual content, IRL events, and sensory storytelling to create moments worth sharing. It is a reminder that brand engagement is about memory, not just media.
4. Cultural storytelling drives long-term brand value
Rather than focusing solely on product, CHAGEE’s campaign leaned on symbolism and heritage to convey brand purpose. This deepens emotional resonance and customer affinity.
