CHAGEE opens first Philippine branches, bringing centuries-old tea culture to Manila

Premium Chinese milk tea brand CHAGEE officially opened its first three branches in the Philippines on Friday, 29 August, at SM North EDSA and Robinsons Galleria in Quezon City, as well as at Venice Grand Canal Mall in Taguig City. The launch coincided with a special opening at SM North EDSA featuring actor Rabin Angeles.

Before the ribbon-cutting, CHAGEE’s regional leaders shared insights on how the centuries-old tea tradition can resonate with a younger, fast-paced generation.

Katrina Khoe, Asia-Pacific head of public relations, emphasised the brand’s approach to blending heritage with modernity. “We don’t see tradition and innovation as polar opposites,” Khoe said, as quoted by ABS-CBN. “In fact, we use tradition and base that on the innovations that we put together in our store.”

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This philosophy is reflected in CHAGEE’s menu, where historic teas are reimagined through contemporary processes to create drinks that feel approachable for younger consumers.

When asked about the lifestyle the company hopes to cultivate in the Philippines, Khoe cited the brand’s “CHAGEE Together” philosophy. “We really do want to create these moments of pause, these moments of connection,” she said. 

“Our tea bars are designed to make it conducive for you to enjoy a cup of tea - be it alone, while getting something done, or while connecting with family and friends. We want to be part of Filipinos’ daily lives, so hopefully instead of saying, ‘Let’s grab a cup of coffee,’ we hope Filipinos can start saying, ‘Let’s grab a cup of CHAGEE,’ in an aesthetically pleasing and comfortable environment,”

Jonathan Ng, Asia-Pacific director of government and public affairs, highlighted the importance of community in the local context. “Community is a very important aspect of the Filipino lifestyle,” Ng said. He added that CHAGEE aims to create warm, inclusive spaces where people can slow down, talk and build meaningful connections over a cup of tea.

The brand’s launch was complemented by a promotional “Tear & Win” campaign running from 29 to 31 August. Every purchase of a large fresh milk tea came with a Tear & Win cup that could reveal prizes ranging from iPhones and Jo Malone perfumes to limited-edition merchandise and even a Louis Vuitton Speedy bag.

CHAGEE also introduced bundle deals, such as two large BO·YA Jasmine Green Milk Teas for 165 pesos (from 330 pesos), or a pairing of BO·YA Jasmine Green Milk Tea and Da Hong Pao Milk Tea for 169 pesos (from 334 pesos) - both eligible for the promotion.

For tech-savvy consumers, the CHAGEE app is now available on the Play Store and App Store, offering exclusive vouchers and full access to the menu.

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