CHAGEE opens flagship store in HK as part of global expansion

Chinese tea brand CHAGEE has launched a flagship store on Lee Tung Street in Wan Chai, positioning Hong Kong as a strategic gateway for its international expansion.

Spanning some 11,000 square feet, the double-storey flagship blends retail, cultural experience and social space - part of the brand’s push to modernise traditional tea culture for a younger, global audience. The store’s design and offering reflect CHAGEE’s ambition to turn tea drinking into a lifestyle experience, not just a transaction.

Since entering the Hong Kong market in 2024, CHAGEE has opened seven stores and plans to add more than 10 new locations. The expansion underscores its confidence in Hong Kong’s retail and tourism sectors, while also reinforcing the city’s role as a launchpad for mainland brands going global.

To engage local audiences, CHAGEE has named local singer Joey Yung as a friend of the brand (品牌摯友) and invited her to join the official opening of the flagship store in Wan Chai on 26 September. A short film featuring Yung was released on CHAGEE’s Instagram, highlighting tea as a shared experience that transcends language and culture.

"Over the past year, CHAGEE has achieved rapid growth in the Hong Kong market, reflecting consumers' pursuit of high-quality tea beverages and their belief in the brand's philosophy, Rex Ho, general manager of Hong Kong and Macau at CHAGEE, said. "We are optimistic about the growth potential of the Hong Kong market, and we believe that as a platform for international cultural exchange, Hong Kong can help CHAGEE better share tea culture with consumers from around the world.

Loretta Lee, associate director-general of investment promotion, InvestHK, said Hong Kong is an "excellent platform" for Chinese mainland companies looking to go global. "CHAGEE's decision to establish its largest flagship store in Hong Kong is a testament to the city’s crucial role as a bridge connecting the Mainland and international markets. We look forward to continuing to support CHAGEE in its global expansion through Hong Kong.”

MARKETING-INTERACTIVE has reached out to Chagee for more information. 

Don't miss: CHAGEE opens first Philippine branches, bringing centuries-old tea culture to Manila

As of June 2025, CHAGEE had more than 7,000 stores worldwide, with locations in China, Malaysia, Singapore, Thailand and the United States. CHAGEE also opened the first of three branches in the Philippines 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.

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.

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