CHAGEE turns Pavilion KL into Alice's wonderland in British Library collab

Tea beverage chain CHAGEE is inviting Malaysians on a whimsical journey through tea and storytelling with the launch of its limited time "Earl grey tea series", created in collaboration with the British Library. Inspired by Alice’s Adventures in Wonderland, the new series pairs premium tea blends with a fantastical aesthetic complete with exclusive Alice-themed packaging and in-store experiences.

Launching nationwide on 27 June, the series introduces two new drinks: the earl grey milk tea and the earl grey black tea, both available in hot and iced versions. The collaboration with the British Library brings an unexpected literary dimension to the release, reimagining the timeless ritual of afternoon tea through the lens of Wonderland’s iconic Mad Hatter’s tea party, CHAGEE said in a release. 

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“We are delighted to partner with CHAGEE to launch their new product earl grey milk tea,” said Rebecca Nuotio, head of commercial development and sales at the British Library. “CHAGEE reimagines the iconic Mad Hatter's tea party, transforming this whimsical moment into a limited-edition collection of exquisite treats.”

Eugene Lee, chief marketing officer at CHAGEE APAC, said the campaign was inspired by the themes of friendship and imagination that lie at the heart of Alice’s story. “The earl grey tea series is a celebration of meaningful moments that bring people closer together, values that CHAGEE truly believes in.”

A wonderland pop-up at Pavilion Bukit Bintang

To mark the launch, CHAGEE is hosting a wonderland-themed pop-up at Pavilion Kuala Lumpur from 23 to 29 June. The on-ground activation features a huge installation of CHAGEE's iconic black lid cup clad in new Alice-themed artwork, alongside fantastical garden and tea party decorations right at the centre of the shopping mall. The pop-up staff were also seen dressed up with bunny ears and top hats, a nod to the literary classic. 

Visitors can step into a storybook-like experience filled with interactive game stations inspired by scenes from Alice’s Adventures in Wonderland. Activities include whimsical mazes, “time-stopping” challenges and hidden discoveries about the new earl grey blend. Guests who complete all stations receive rewards by spinning a gashapon, making it a playful and immersive brand encounter. The pop-up also features photobooths and an earl grey tea tasting bar.

In tandem with the event, CHAGEE Malaysia also tapped influencers and content creators such as Places Malaysia, Gourmet Hunter, City Kaki and more, to drive engagement on social media ahead of the series' launch tomorrow. 

In true CHAGEE fashion, fans will also be treated to limited-edition merchandise available in-store and via the CHAGEE app starting 27 June, including the tea twilly, a stylish Alice-patterned scarf, as well as a series of whimsical charm keychains in the form of blind boxes. The brand is also releasing even more merchandise on 4 July, including a travel-themed luggage tag illustrated with dreamy Alice motifs, and a compact Alice-themed mirror.

This release marks another milestone in CHAGEE’s efforts to blend traditional tea appreciation with cultural and experiential storytelling. At a time when Malaysian consumers are craving novel yet comforting experiences, the Earl Grey series offers a brief pause, a moment of wonder in the middle of the everyday.

CHAGEE’s Malaysia campaign runs alongside its counterpart in Singapore, with immersive experiences and collectibles tailored for each market. As the brand continues to grow across Asia, collaborations like this highlight its commitment to creating thoughtful, locally relevant campaigns with global storytelling appeal.

Prior to this Wonderland-inspired campaign, CHAGEE Malaysia ran its playful "Meow meow" campaign for a second time, featuring adorable hand drawn illustrations of cats on its limited time merch, tied to its milk tea series. It also recently collaborated with Loka Made to honour the songket (handwoven fabric with intricate patterns), and Malaysia's rich culture and heritage, tied to its jasmine green tea series. 

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