CHAGEE's 'The Little Prince' collab takes its matcha series out of this world

CHAGEE is taking matcha to another planet. The tea brand has teamed up with beloved literary classic The Little Prince for its latest Singapore campaign, turning its new matcha series into a whimsical world of drinks, merchandise and nostalgia.

Launching 4 September, the collaboration brings The Little Prince into CHAGEE stores, cups and limited-edition merchandise, giving the brand's latest matcha push a cultural hook beyond the drink itself.

The campaign taps into the themes of innocence, friendship and appreciating what truly matters, with CHAGEE positioning a cup of matcha as a small reason to slow down in an increasingly fast-paced day.

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The partnership will see the visual world of The Little Prince, including its stars, travel and characters, woven across the campaign experience. Alongside the drinks, fans can also get their hands on limited-edition merchandise including a crown headband and fox sleep mask, available as gifts with the purchase of two selected matcha drinks.

The collection also includes a green wonder tumbler, stardust toiletry bag and stardust luggage tag, which can be bundled with selected matcha purchases. The fox sleep mask and stardust toiletry bag will be available from 11 September.

The new matcha series features the signature matcha latte, jasmine matcha pure tea and chocolate cookie matcha frappe, while the limited-time lime cheese matcha latte offers a more unconventional take on the drink.

The move comes as CHAGEE continues to build its tea proposition through collaborations that extend beyond the beverage itself. By pairing its latest product launch with one of the world's best-known literary properties, the brand is creating a wider universe around matcha while giving consumers additional reasons to engage with the campaign.

The collaboration also gives CHAGEE an opportunity to connect the functional act of drinking tea with the more emotional territory of slowing down and spending time with the people and moments that matter.

The matcha series will be available at all CHAGEE stores in Singapore from 4 September 2026.

Lawrence Wen, CEO of CHAGEE Singapore, said the brand wanted the matcha itself to remain at the heart of the campaign.

“We started with the matcha itself and gave it the care it deserves, so its real character comes through in the cup. That belief, in keeping the matcha pure and true, is why partnering with The Little Prince felt so natural. It is a story about holding on to what really matters, and that is what we hope people find in every cup,” he said.

The Singapore launch also takes a different route from CHAGEE’s earlier matcha push in Southeast Asia, which debuted in Malaysia earlier this year.

For the Malaysia launch, CHAGEE leaned heavily into community participation with its “Green is the new cool” campaign, using activations, creators and social challenges to build interest around its first-ever matcha series in the market. The campaign included a “Sip & jam” activation at WOLO Kuala Lumpur, a members-exclusive preview and the TikTok-led #MatCHAGeng challenge, which encouraged consumers to bring friends into the conversation.

CHAGEE subsequently took that community-first approach a step further by putting product development in consumers’ hands. Following the initial launch, the brand used social media and in-store QR codes to gather feedback on its matcha drinks before relaunching the range as “Matcha 2.0”, with a stronger matcha-forward profile tailored to Malaysian tastes.

The Malaysia strategy reflected CHAGEE’s view that local consumers, particularly younger urban audiences, are active participants in shaping trends rather than passive recipients of them. In Singapore, however, the brand is taking a more narrative-led approach, using The Little Prince to build an emotional world around matcha and turn the product launch into a broader brand experience.

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