Why CHAGEE is giving its most popular tea an emotional rebrand

CHAGEE is giving its global bestseller a new name and a deeper meaning in time for International Tea Day. The jasmine green milk tea, which sells over 600 million cups annually, will now be known as BO·YA.

The rename marks a shift in how CHAGEE wants to position the drink: less about functionality, and more about the feeling it evokes. “BO·YA holds special significance to us. It’s more than just our bestselling drink; it reflects what CHAGEE stands for,” said Eugene Lee, chief marketing officer, CHAGEE APAC when MARKETING-INTERACTIVE reached out. 

“As we expand across the region, we stay rooted in tradition while looking ahead. With BO·YA, we hope to share not just a beautifully crafted tea, but a moment of connection — with flavour, culture, and each other," he added. 

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The new name draws from the Chinese legend of Bo Ya and Ziqi, a musician and a woodcutter who formed a rare friendship through deep understanding. Their story inspired the phrase zhī yīn (知音), meaning someone who truly hears and understands you.

“BO·YA is all about connection. It’s inspired by a beautiful story of two individuals who understood each other so deeply that no words were needed. That spirit of quiet, meaningful connection is what we hope every cup of BO·YA brings, whether it’s a solo tea break to reset your day or a shared moment with someone close,” said Lee.

“The name adds an emotional layer that goes beyond taste. It encourages people to slow down, savour the experience, and reconnect with themselves or with others," he explained.

The drink itself remains unchanged, as a signature blend of Yunnan high-mountain leaves and Fujian Da Bai Hao, handpicked at the “one bud and two leaves” standard. BO·YA is scented using a traditional multi-round process, where fresh jasmine blossoms are layered over tea leaves each night at peak bloom. The flowers are removed and replaced multiple times, resulting in a naturally infused aroma without additives or petals.

While the drink’s packaging will remain the same, the new name will be introduced through menus, digital platforms, and a limited-time promotion where customers can receive a complimentary BO·YA magnet with the purchase of two BO·YA drinks.

“Our focus is on introducing BO·YA through storytelling and brand experience, rather than changing the look of the cup,” Lee added.

The rename is part of CHAGEE’s broader brand strategy as it ramps up international expansion, following recent entries into Indonesia and the United States.

“CHAGEE's mission is to modernise tea culture in a way that feels personal, purposeful, and yet still grounded in craft. The global renaming of our global bestseller represents a shift from focusing purely on the functional attributes of the beverage, and expanding it to represent its emotional qualities and how it makes people feel," said Lee. 

“BO·YA reflects our values of connection, encouraging customers to connect with loved ones through a simple cup of tea. And as CHAGEE continues to expand internationally, this rename helps us elevate the product from being just a functional beverage, to a bigger emotional brand that we can continue to build over time," he added. 

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