Where tea meets tradition: CHAGEE unveils Pagoda House in Chinatown

CHAGEE Singapore has unveiled its first-ever tea and retail concept, CHAGEE Pagoda House, located along Pagoda Street in the heart of Chinatown. The new flagship blends the city’s cultural heritage with modern tea culture, offering an immersive space where visitors can “Sip, stay, and shop”.

Designed as a reimagined teahouse for a new generation, the store draws inspiration from Chinatown’s legacy as a meeting place for merchants and storytellers. Inside, the space features warm timber accents, patterned tiles, and communal seating intended to foster conversation and connection.

Adding a local creative touch, the façade is adorned with a hand-painted mural by Tell Your Children (TYC) titled "Where Jasmine meets Orchid". The artwork celebrates the meeting of cultures and generations, reflecting both Chinatown’s diversity and CHAGEE’s mission to bridge tradition and modernity through design.

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Pagoda House also marks CHAGEE’s first retail store in Singapore, featuring exclusive merchandise and a capsule collection designed in collaboration with TYC. The collection will be available only at this outlet while stocks last.

The opening continues CHAGEE’s SG60 campaign celebrating Singapore’s cultural tapestry, following the launch of its Orchid Biluochun drink in August.

From November, CHAGEE will introduce interactive cultural programmes within the store, including palm-reading workshops, calligraphy sessions with local artists, and guided photo walks through Chinatown. Nanyang-inspired conversation cards will also be placed on tables to spark reflection and dialogue among guests.

To mark the launch, CHAGEE will host a three-day grand opening celebration from 31 October to 2 November, featuring a one-for-one promotion on large drinks and a “Tear and win” contest with prizes ranging from luxury bags to tech gadgets. Mediacorp artistes Zhang Ze Tong and Nick Teo will also make appearances as “store managers for a day”, serving tea and meeting fans in person.

CHAGEE said the Pagoda House concept aims to breathe new life into what teahouses once represented in Chinatown, community, creativity, and connection, while positioning tea as a bridge between people, generations, and culture.

"Chinatown was once the heart of Singapore's teahouse culture, where people gathered to rest, trade stories, and build community," said Lawrence Wen, CEO of CHAGEE Singapore.

He added, "Today, it continues to be a place where people from all walks of life come together — locals running errands, office workers taking a short break, and tourists exploring the neighbourhood. This store is where the past and present meet, a space that welcomes anyone to pause for a moment of connection, just like the old teahouses once did."

MARKETING-INTERACTIVE has reached out for more information.

The new opening builds on CHAGEE’s recent efforts to infuse playfulness and lifestyle appeal into its brand experience. Last month, the modern tea label teamed up with POP MART’s popular character Hacipupu to launch a limited-time 'Green grape milk tea' alongside exclusive collectible merchandise.

The campaign, which ran across Singapore, Malaysia, Indonesia, and Thailand, aimed to merge the ritual of tea drinking with the excitement of lifestyle collectibles. At the heart of the collaboration was "CHAGEE’s little champion", a tennis-inspired pop-up designed to drive foot traffic and social sharing across markets.

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