How Chagee brewed a global tea empire with emotion-first branding
Chagee’s brand of premium tea meets cultural storytelling—and it’s working worldwide.
Chagee isn’t your average milk tea chain.
Born in Yunnan, China and rooted in traditional tea culture, the modern beverage brand has rapidly brewed its way across Southeast Asia—from Malaysia and Singapore to Indonesia and the Philippines—with a vision that’s as emotional as it is strategic.
This article explores what makes Chagee globally appealing and breaks down the brand’s storytelling, design, and operational tactics that are giving it an edge in an ultra-competitive F&B space. More importantly, it outlines what consumer-facing brands can learn from Chagee’s global expansion playbook.
Short on time?
Here’s a table of contents for quick access:
- Chagee’s brand story: fusing culture with modernity
- Equity-sharing and store-level ownership
- Digital touchpoints that build loyalty
- Global vision, local content
- What marketers can learn from Chagee
Patrecia Meliana
Chagee's brand story: fusing culture with modernity
Chagee positions itself as a modern-day custodian of oriental tea heritage. It doesn’t just sell tea—it sells emotion. The brand blends deep-rooted Chinese tea traditions with premium, minimalist aesthetics that resonate with younger, experience-driven consumers.
This shows up in its store designs, which balance luxury tea service with Instagrammable interiors. Each location delivers a high-end feel without alienating casual shoppers. In every market, Chagee maintains strong visual consistency—logo, packaging, color palette, and layout—making the brand instantly recognizable from Singapore to Jakarta.
But the heart of its branding lies in emotional storytelling. Take the recent rename of its bestselling jasmine green milk tea to BO·YA. Inspired by a Chinese legend about deep friendship, the name shifts focus from ingredients to the emotional experience of connection.
As CHAGEE’s CMO Eugene Lee puts it, the goal is to offer “a moment of connection—with flavour, culture, and each other.”
This kind of storytelling helps customers connect with the product beyond taste, turning a tea break into a personal ritual.
Equity-sharing and store-level ownership
Much of Chagee’s operational success comes from its unique organizational model. Borrowing from hotpot chain Haidilao, Chagee introduced a system where store managers and apprentices hold equity shares in their locations.
This alignment of incentives means frontline staff are directly invested in success. It has translated into stronger operations, better quality control, and a company culture where leadership is grown—not just managed—at the store level.
In a region where high turnover and inconsistent service plague many chains, this model has helped Chagee scale rapidly while preserving the customer experience.
Digital touchpoints that build loyalty
Chagee also nails the tech stack.
The brand’s mobile app offers seamless ordering, promotions, and digital menus. Membership programs encourage repeat visits with seasonal perks and loyalty incentives.
Combined with strong social media storytelling—often led by local influencers—Chagee engages customers through narratives, not just products. In countries like Malaysia and Indonesia, it collaborates with native creators to boost relatability, while keeping brand voice consistent across borders.
These efforts build both frequency and fandom. It’s not just about buying tea—it’s about belonging to the Chagee community.
Global vision, local content
Chagee’s founder Zhang Junjie isn’t shy about his ambition: the company aims to serve tea in 100 countries and sell 15 billion cups annually. But scale hasn’t come at the expense of identity.
By staying rooted in oriental tea heritage while embracing modern formats, the brand balances authenticity with adaptability. Each new market sees content tailored to local preferences—local KOLs, seasonal drops, and regional storytelling—without losing Chagee’s emotional core.
It’s a rare example of brand globalization done right: centrally consistent, locally resonant.
What marketers can learn from Chagee
1. Emotional branding beats product-first messaging.
Chagee isn’t just selling milk tea—it’s selling what the tea means. Brands that can layer emotional meaning onto their top sellers (like BO·YA) can deepen loyalty and drive repeat consumption.
2. Localize marketing while keeping the global voice intact.
From Malaysian influencers to U.S. campaigns, Chagee adapts its outreach while preserving visual identity and tone. Consistency builds trust; local relevance builds engagement.
3. Brand experience isn’t just packaging—it’s the entire environment.
Chagee’s stores blend cultural storytelling with premium aesthetics, creating a sensory experience that reinforces brand values at every touchpoint.
4. Treat every expansion as a new brand launch.
No copy-paste strategy here. Chagee chooses partners, locations, and narratives with care to avoid brand dilution while maximizing local appeal.
5. Build loyalty with exclusivity.
Seasonal drops, limited-time merch (like the BO·YA magnet), and early-access perks drive FOMO and repeat visits.
Chagee’s meteoric rise proves that modern brands can scale fast and stay meaningful. By fusing tradition with innovation, and emotion with equity, it has created a globally resonant experience—one cup of tea at a time.
For other consumer-facing brands, the lesson is clear: emotional branding, local adaptability, and operational integrity aren’t optional extras. They’re the formula for going global without losing your soul.
