CHAGEE enters Surabaya with three-store debut, community-led launch campaign

International tea brand CHAGEE has expanded its presence in Indonesia with the opening of three outlets in Surabaya, marking its latest step in growing the brand's modern teahouse concept beyond Jakarta and Bali.

The expansion includes a flagship store at Tunjungan Plaza 6 alongside two additional outlets at Pakuwon City Mall and Ciputra World Surabaya. To support the launch, the company ran a public-facing pop-up activation at Tunjungan Plaza 6 from 4 to 7 June, featuring tea tastings, interactive brand experiences and promotional activities designed to introduce the brand to local consumers.

The Surabaya opening highlights CHAGEE's approach of combining retail expansion with localisation, using store design and cultural references tailored to the city rather than replicating a standardised format.

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The flagship outlet adopts a Tropical Colonial Tea House concept inspired by Surabaya's architectural heritage. Design elements include arches influenced by colonial-era buildings, wall motifs adapted from the facade of the Balai Pemuda building, custom rattan lighting, layered ceilings inspired by tea plantation terraces and traditional tile ornaments.

The visual identity of the space was developed in collaboration with Surabaya-based illustrator Nabila Disarifianti, also known as Lalak. Her artwork combines CHAGEE's tea heritage with local landmarks and symbols, including Tugu Pahlawan and the iconic Suro and Boyo statue.

The company said the localisation strategy was informed by its perception of Surabaya consumers, who are known for valuing substance, quality and long-term reliability.

"CHAGEE is not here to be a place that people visit only occasionally. We want to be a place where you can enjoy a cup of tea that fits naturally into your everyday routine," said Adinda Yozari, general manager of CHAGEE Indonesia.

Ahead of the official opening, visitors to the pop-up installation could learn more about the brand's journey, explore the concept behind the Surabaya flagship and participate in activities to win exclusive merchandise.

The celebrations continued from 5 to 7 June with CHAGEE's Tear and Win campaign, offering customers the opportunity to win prizes including an iPad Pro M4 and Dyson hair dryers.

The Surabaya launch forms part of a broader growth strategy for the tea chain in Indonesia. CHAGEE said it views the city as a long-term market and plans to deepen engagement with local communities in the years ahead.

CHAGEE operates more than 7,000 stores globally. In Indonesia, the brand is operated through Chagee Era Indonesia, a joint venture between CHAGEE and Era Boga Nusantara under Erajaya Food & Nourishment.

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