CHAGEE officially lands in HK with pop-up experiential store

CHAGEE, a tea brand originated from mainland China, has expanded into the Hong Kong market with its first store opening on 28 September.  

Located in K11 Art Mall in Tsim Sha Tsui, the new store offers CHAGEE's original milk tea products with raw-leaf tea and fresh milk. The operation director of CHAGEE Hong Kong and Macau, Rex Ho, said the company will keep on celebrating friendships around the world through its Chinese tea in Hong Kong.

"The brand concept of Chagee is 'Modern Oriental Milk Tea'. We hope to promote and spread traditional Chinese tea culture to the world, provide premium tea drinks to consumers in the Asia-Pacific region, and raise brand awareness globally by establishing our presence in Hong Kong," he said.
      
He added, "Hong Kong as an international financial centre and business hub has a diverse and international market with consumers from around the world. It helps us test and adapt our products to different cultural backgrounds and consumption habits, providing a solid foundation for our brand to expand globally."

Jimmy Chiang, associate director-general of investment promotion, Invest Hong Kong said, "The city has been a springboard for Mainland enterprises to go global. Together with its strategic location and international business environment, it makes an ideal place for CHAGEE to expand globally. I wish it every success in Hong Kong and beyond."

To promote the official launch of its first store in the city, the brand has partnered with lifestyle media platform Bazaar Hong Kong to unveil a pop-up experiential store at K11 Art Mall, available until 16 October.  

Customers who participate in the mini-games at the store can get a chance to win CHAGEE’s limited edition merchandise including card holders, silk scarfs and Bauhinia medals. 

The brand has also tapped local actress Charmaine Sheh as its one-day ambassador of the pop-up event at the K11 Art Mall store in Tsim Sha Tsui on 28 September.  

MARKETING-INTERACTIVE has reached out to CHAGEE for more information.  

During the soft opening period from 22 September until 27 September, the store saw hundreds of consumers queuing to try the brand's new products. 

Ahead of the official launch, the brand has teased the official launch with a brand film on social media such as Instagram.  

The film, titled “CHAGEE together”, features various individuals holding a cup of CHAGEE tea and wandering different districts across Hong Kong, celebrating joy, reunion and love with their loved ones.  

To establish its presence in the Hong Kong market, CHAGEE is reportedly recruiting frontline staff and talent. According to media reports such as HK01, job listings revealed that the position of “Office Manager” offers a salary of between HK$55,000 and HK$90,000, based in Central, with a compensation package that includes a base salary plus commission. Another role, “Site Development Manager,” offers a salary range of HK$30,000 to HK$70,000.

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This comes after CHAGEE returned to Singapore last August with the official opening of its first store at orchardgateway seven months after it closed its final store in Funan Mall. 

Occupying 2540 square feet, the orchardgateway store sports a soothing tea-toned instore interior and comfortable dine-in area unlike the old CHAGEE, which were mostly designed as grab-and-go stores.

Established in 2017 in Yunnan, China, CHAGEE has been committed to constantly innovating and bringing healthy and delicious tea beverages to consumers. To date, it has grown to more than 29 provinces and cities in China. It has also expanded into Southeast Asia with stores in Malaysia, Singapore and Thailand. As of February 2024, it has over 4500 stores globally, according to its website.

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