CHAGEE SG tumbles into Wonderland with whimsical earl grey tea pop-up

CHAGEE Singapore is inviting tea lovers to tumble into a world of whimsy with its latest immersive Alice in Wonderland-themed pop-up at VivoCity to launch its new earl grey tea series. 

The pop-up aims to bring the British-inspired tea range to life with an immersive, Instagram-worthy experience that goes beyond a typical product launch.

At the pop-up, visitors and fans can expect first sips of the new earl grey milk tea, puzzle-solving activities, scent-guessing games and limited-edition Wonderland-themed merchandise including a Wander tag and a blind box charm keychain available with the purchase of two large tea bundles while stocks last. 

Don't miss: CHAGEE opens first signing store in SEA, operated by deaf team 

The campaign draws on British tea traditions and the literary world of Alice’s Adventures in Wonderland. It also comes as a collaboration with the British Library to add a literary touch to the celebration. 

Beyond the pop-up, CHAGEE is rolling out influencer collaborations, storytelling content, in-store décor, limited-edition packaging and interactive digital elements to keep the buzz alive. The activation was brought to life by CHAGEE’s in-house team alongside a network of creative vendors handling concept, design and on-ground execution.

“At CHAGEE we're all about reimagining tea culture for the modern lifestyle. The earl grey tea series is a timeless classic and a whole lot of boldness and personality. We wanted customers to be curious, bold and wonderfully themselves—just like Alice. This launch is not just a celebration of tea, but of imagination,” said Eileen Lau, head of marketing, CHAGEE Singapore in conversation with MARKETING-INTERACTIVE. 

In tandem, Rebecca Nuotio, head of commercial development and sales at the British Library, said the collaboration aims to “transform this whimsical moment into a limited-edition collection of exquisite treats” and encourage consumers to explore the “wonderland of knowledge and culture” held by the institution.

The campaign and activation also extends to Malaysia, with local activations and limited-edition packaging. 

Prior to this Wonderland-inspired campaign, CHAGEE launched its first signing store in Southeast Asia at the National University of Singapore (NUS), operated by deaf and hard-of-hearing baristas. The outlet, located at Yusof Ishak House, is part of CHAGEE’s push to reimagine the F&B experience while promoting inclusivity.

The store was opened in partnership with SG Enable and the Singapore Association for the Deaf (SADeaf).

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