CHAGEE makes Jakarta debut with tea bar experience

Chinese premium milk tea brand CHAGEE has officially opened its first Indonesian store at PIK Avenue, North Jakarta, marking its initial step into the country's thriving beverage scene. The brand introduces a concept it dubs the "tea bar", promising not just drinks, but a full-sensory experience rooted in culture, craftsmanship, and connection.

Rather than following the popular bubble tea trend, CHAGEE deliberately distances itself from boba. Instead, it focuses on high-quality teas, served without toppings, brewed with precision techniques and presented in a space designed to evoke calm, elegance, and storytelling.

The store's interior also pays homage to Indonesia's rich heritage. A custom mural by local artist Rachel Ajeng illustrates the historical journey of tea, from ancient trade routes to modern-day Jakarta, incorporating cultural symbols such as Monas and the traditional kebaya. For CHAGEE, such artwork is more than aesthetic—it's part of the brand's ongoing narrative and appreciation of local culture.

Don't miss: How CHAGEE can win back Malaysian consumers post ‘nine-dash line’ map controversy

"We chose locations that are relatively premium, yet still accessible to a broad range of consumers. Since this is our first batch, we're planning to open in three different malls — each with its own distinct market segment," said Adinda Yozari, deputy general manager of CHAGEE Indonesia, as quoted by kompas.com.

Founded in Yunnan, China, in 2017, CHAGEE has since expanded to over 6,000 outlets across several countries, including Malaysia, Thailand, and Singapore. Its arrival in Indonesia is part of a larger regional push, backed locally through a joint venture with Era Boga Nusantara, a subsidiary of Erajaya Group under the Erajaya Food and Nourishment (EFN) division.

"Through this strategic partnership with CHAGEE, we reaffirm EFN's commitment to introducing fresh, innovative F&B concepts to Indonesian consumers. We believe this will resonate with those seeking a refined tea-drinking experience," said Jeremy Sim, CEO of EFN.

At present, CHAGEE's beverages are priced between IDR 30,000 to IDR 56,000. The launch lineup includes drinks such as Jasmine Green Milk Tea, Da Hong Pao Snow Cap Milk Tea, and Lapsang Souchong Tea Latte. Notably, the brand is observing local tastes before introducing Indonesia-specific tea variants in future menus.

To maximise market reach, CHAGEE has opened a second outlet at Mall of Indonesia and a third at FX Sudirman. According to the company, it has intentionally selected high-traffic, diverse demographic locations for this first wave of expansion.

While coffee continues to dominate Indonesia's beverage landscape, CHAGEE sees growing opportunity among younger consumers—particularly Gen Z—who are looking for alternatives.

CHAGEE noted a subtle shift in consumer trends toward milk tea, especially among younger Indonesians. It observed that the country's high social media engagement supports brand visibility, and pointed out that the tea market remains relatively untapped compared to coffee, with many competitors offering mixed menus that include coffee, chocolate, or bubble tea.

In contrast, CHAGEE maintains a clear focus: a tea-centric menu without boba, underscoring its ambition to offer a more refined and distinct tea experience in Indonesia.

Join us this coming 23 - 24 April for #Content360, a two-day extravaganza centered around three core thematic pillars: Challenging The Norm; Technology For Transformation; and Unlocking Imagination. Immerse yourself in learning to curate content with creativity, critical thinking, and confidence with us at Content360!

Related articles:
CHAGEE apologises for misuse of 'Lunar New Year' translation
CHAGEE officially lands in HK with pop-up experiential store
CHAGEE revitalises brand as modern tea bar as it returns to Singapore