CHAGEE and POP MART hit the tennis court in playful collab

CHAGEE is betting on playfulness to engage younger, lifestyle-conscious consumers across Southeast Asia. The modern tea brand has teamed up with POP MART’s popular character Hacipupu to launch the limited-time 'Green grape milk tea', alongside exclusive collectible merchandise.

The campaign, which spans Singapore, Malaysia, Indonesia, and Thailand this September, aims to merge the ritual of tea drinking with the excitement of lifestyle collectibles.

At the heart of the collaboration is "CHAGEE’s little champion", a tennis-inspired pop-up experience designed to drive foot traffic and social sharing. 

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At the pop-up experience, visitors can complete the 'Dream stamp collection journey' across multiple interactive stations including tea tasting, photo opportunities with Hacipupu, tennis games, and merch customisation to earn exclusive prizes and limited-edition merchandise.

The campaign leverages a multi-market approach, tailoring experiences to local behaviours to turn a simple beverage launch into a lifestyle event.

In Singapore, the The Star Vista pop-up plays to café-hopping culture, while Malaysia integrates outlet activations at The Gardens Mall, North Atrium. Thailand and Indonesia will both focus on interactive game zones and photo opportunities at Central Park (G Floor) and Mall Kota Kasablanca respectively.

The product itself supports the campaign narrative. The 'Green grape milk tea' combines Xinjiang emerald grapes with Zhejiang green tea, offering a refreshing, low-calorie option that aligns with the wellness positioning. A milk-free variant, the 'Green grape brewed tea', highlights CHAGEE’s focus on providing choice and versatility to consumers.

Limited-edition merchandise and collectibles including pins, squishies, keychains, and bottles reinforce the collaboration’s dual appeal: a treat for both tea lovers and POP MART collectors. The scarcity and novelty of these items are expected to drive social buzz and repeat visits.

“At CHAGEE, everything we do is rooted in connection — connecting people with tea, with culture, and with one another. This collaboration with POP MART and Hacipupu is a fun way to share that spirit, combining the joy of tea with the excitement of collecting," said Li Simeng, director of branding and marketing, CHAGEE APAC.

"For us, it’s more than just a campaign. It shows how CHAGEE can create moments that people enjoy together across our markets," Li added. 

The collaboration follows CHAGEE’s recent expansion into the Philippines,where the brand officially opened its first three branches on 29 August at SM North EDSA, Robinsons Galleria, and Venice Grand Canal Mall.

The launch featured actor Rabin Angeles and included insights from CHAGEE’s regional leaders on how centuries-old tea traditions can resonate with younger, fast-paced consumers. This regional push signals CHAGEE’s broader strategy to position itself as a lifestyle brand across Southeast Asia, using localised activations and playful collaborations to build brand relevance and connection.

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