CHAGEE revitalises brand as modern tea bar as it returns to Singapore

International tea beverage brand CHAGEE will return to Singapore on 2 August, with the official opening of its first store at orchardgateway. Fans can look forward to a weekend of exciting deals and giveaways, including its iconic 'Tear & Win' cup, bubble tea deals and mini-games with free drink vouchers to be won.

CHAGEE left Singapore in January this year after it closed its final store in Funan Mall on 13 January.

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The popular tea beverage brand will soon return to Singapore with a new cafe-like tea bar concept, the first to feature the modern tea bar aesthetic out of its stores worldwide.

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.

It will also be opening three new outlets in Orchard Gateway, Plaza Singapura and Raffles City in August, with more to come, according to Lawrence Wen, its new chief executive officer in Singapore. 

The modern tea bar CHAGEE store also comes equipped with specialised 'teapresso' machines and includes a 'Tea on Tap' area where its bottled Iced Oriental Teas are prepared. The store will also serve cakes to complement its beverage offerings, a global first for CHAGEE stores.

During the launch weekend from 2 - 4 August, customers will receive a free upgrade to a Tear & Win cup for any large fresh milk tea ordered. The “Tear & Win” cup is a popular promotion unique to CHAGEE, where customers tear up the bottom of the drink cups and receive gifts such as coupons and souvenirs.

The free drink vouchers earned from previous events such as the puzzle challenge and the Plaza Singapura pop-up are also eligible for use to redeem a Tear & Win cup. Prizes include branded perfumes, lipsticks, CHAGEE Singapore Exclusive Merlion Pins, CHAGEE tote bags, drink vouchers and more.

Other launch activities include a tea artistry live demonstration, as well as a giant CHAGEE photo spot. Customers can redeem a free large jasmine green milk tea just by posting a photo with CHAGEE’s giant cup, as well as tagging CHAGEE on social media.

CHAGEE Singapore has also made a few key hires lately in view of its launch. This week, it nabbed Cheryl Lim as its new country head of brand and marketing. She now looks over CHAGEE's brand and marketing communications ahead of its return to Singapore.

"I am thrilled to join CHAGEE and face this opportunity with great enthusiasm and excitement, ready to contribute the experience acquired in my years deep-diving into understanding people from the inside out," said Lim in a conversation with MARKETING-INTERACTIVE at the time.

Photo courtesy of CHAGEE Singapore/Instagram

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