CHAGEE gets crafty with kites and tea for Merdeka

CHAGEE Malaysia is taking its Merdeka celebrations beyond the tea cup, bringing Malaysians together through kites, community art and a new limited-time drink.

Inspired by Malaysia's handcraft heritage, the brand's latest campaign, “Kraf”, taps into the idea of different elements coming together to create something bigger, with the concept carried across its latest drink and a series of community activations.

At the centre of the campaign is Seri embun vanilla oolong milk tea, which pairs Wuyi da hong pao tea with Madagascar vanilla. The drink combines floral notes from the tea with the caramel warmth of vanilla, reflecting the campaign's focus on bringing contrasting elements together.

But CHAGEE isn't keeping the campaign inside its outlets. From 24 to 27 August, the brand is hosting "Sip & soar" at Kepong Metropolitan Park in Kuala Lumpur, inviting members of the public to get involved in a series of kite-themed activities.

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Running from 3pm to 7.30pm daily, the activation includes a Seri embun tasting booth, hands-on kite workshops and a kite wind challenge. Visitors can also add their own colours to a large-scale community art piece, with the artwork taking shape throughout the event.

The activation puts the spotlight on the wau, Malaysia's traditional kite, with CHAGEE drawing on its handcrafted designs, colours and patterns to bring the "Kraf" concept to life.

The kite theme also makes its way into CHAGEE outlets through the Layang-layang (kite) challenge, which runs until 30 August at selected locations.

Customers who purchase two cups of Seri embun and sing or hum a flying-themed song with the CHAGEE team will receive a DIY CHAGEE kite kit. They can then decorate their kites and share them on social media for a chance to win Merdeka merchandise.

Twenty winners will receive a vanilla mini soap set, 'Diversi-tea' tumbler and CHAGEE kite.

Meanwhile, customers who purchase two large Seri embun drinks in a single receipt can also receive a collectible vanilla mini soap, available in two colours while stocks last.

Furthermore, Seri embun orders will come in specially designed commemorative paper cups and thermal bags, while CHAGEE app members can access additional Merdeka perks until 31 August.

Eason Fang, general manager of CHAGEE Malaysia, said “With Seri embun, we wanted two distinct flavours to sit together in one cup in refined balance. Wuyi da hong pao brings depth, while Madagascar vanilla brings warmth. Achieving that harmony in every sip is what we're most proud of.”

The campaign runs throughout August, with further details shared across CHAGEE Malaysia's Instagram, Facebook and TikTok channels.

The campaign follows CHAGEE’s wider approach of localising its marketing around cultural moments across Southeast Asia. In Indonesia, the brand marked Independence Day with a limited-edition drinks menu inspired by local flavours and a merchandise collaboration with Bali-based lifestyle brand Pithecanthropus, drawing on Indonesian tea and craft traditions.

The collaboration was accompanied by a campaign film, “Wonders of the archipelago”, highlighting Indonesian craftsmanship through motifs and products inspired by local culture, while the seasonal menu featured flavours such as pandan, coconut and gula malaka.

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