CHAGEE launches 'Bes-tea' plushies across Southeast Asia
How CHAGEE turned a plushie drop into a cultural campaign for Gen Z connection
Tea brand CHAGEE is serving more than just drinks this season. Its new limited-edition “Bes-tea” plushie campaign is now live in Singapore, Malaysia, and Thailand. The campaign is turning into a masterclass in localised emotional marketing.
Timed around International Friendship Day (30 July), the campaign features blind-box plushies inspired by CHAGEE’s popular tea flavors, complete with backstories and character “identity cards.”
But this is no generic merchandise push. Each market gets a local twist like campus truck activations in Malaysia or Instagram-led scavenger hunts in Thailand. This ties the campaign deeply into Gen Z culture and community rhythms.
This article explores how CHAGEE’s plushie drop turned into a full-scale regional engagement strategy, and what marketers can learn from its balance of consistency and cultural nuance.
Short on time?
Here’s a table of contents for quick access:
- What’s happening with CHAGEE’s Bes-tea launch
- How the plushie drop doubles as cultural storytelling
- What marketers should know: tips for localisation, loyalty, and merch engagement
Patrecia Meliana
What's happening with CHAGEE's Bes-tea launch
Launched on 18 July, CHAGEE’s Bes-tea plushies are available in Singapore, Malaysia, and Thailand, with each toy styled after the brand’s bestsellers like peach oolong and jasmine green milk tea.
The campaign offers blind box plushies with individual character cards that lean into collectibles culture while positioning each toy as an emotional “bestie” companion. In Malaysia, the brand rolled out a mobile claw-machine truck across university campuses. In Singapore, fans can join a “Spot the Bes-tea” hunt at two major malls. In Thailand, mascot hunts are teased via Instagram Stories each week.
CHAGEE APAC’s Head of Go-to-Market, Janice Chen, described the plushie launch as a localisation move that builds on strong consumer demand and brand momentum in the region. First introduced in China in late 2024, this marks the product’s debut outside its home market.
How the plushie drop doubles as cultural storytelling
The plushies aren’t just a merchandising play, they’re vessels for emotional storytelling and regional relevance. The campaign’s teaser videos featured plushies popping up next to landmarks like Marina Bay Sands and Petronas Towers, playfully connecting the brand to local identity.
Each country’s activation aligns with specific audience behaviors. Malaysia’s truck tour targets student communities with physical interactivity. Singapore’s mall pop-ups tap into high-traffic retail footfall, while Thailand’s mascot activations lean on social participation and weekly digital reveals.
Timing also plays a role. Launching just before International Friendship Day adds a sentimental layer. This turns the plushies into symbolic gifts, something to share, not just collect.
As Chen puts it: “Each Bes-tea plushie represents a loyal companion, a bestie that you can take with you everywhere.”
What marketers should know
CHAGEE’s campaign is more than just cute content. It’s a localisation playbook built on collectible culture, emotional design, and channel diversity. Here’s how marketers can adapt similar tactics:
1. Localise beyond translation and think behavior
Each country’s activation meets people where they are: campuses in Malaysia, malls in Singapore, mobile phones in Thailand. CHAGEE didn’t just translate the campaign; they translated the experience.
Takeaway: Tailor activation formats to the cultural and behavioral norms of each market be it offline, online, or hybrid.
2. Use merchandise to deepen brand rituals
CHAGEE turns plushies into daily companions, not passive freebies. With identity cards and character traits, the plushies become part of the drink experience, one that customers can carry into their day.
Takeaway: Treat merchandise as a brand extension, not a giveaway. Create character, story, or emotional meaning around the product.
3. Ride emotional events for resonance
Timing the launch with Friendship Day gave the campaign emotional lift. It shifted the plushies from “collectible item” to “relationship symbol.”
Takeaway: Pair campaigns with moments that amplify emotional context like festivals, seasonal rituals, or cultural days of connection.
4. Tease, then reward with UGC
By blending Instagram Stories with offline hunts and photo challenges, CHAGEE drives user content creation. The rewards? Full plushie sets and drink vouchers.
Takeaway: Blend digital teasing with physical rewards. Social-first storytelling can drive engagement across formats when incentives are clear.
CHAGEE’s Bes-tea plushie campaign shows what’s possible when regional marketing respects local culture while delivering a cohesive brand story. It’s cute, yes, but more importantly, it’s strategic.
For marketers, this is a reminder that localisation isn’t just about language or packaging. It’s about cultural rhythm, emotional resonance, and giving customers a story they want to carry around, literally.
