China’s fast-growing premium milk tea chain, CHAGEE, is gearing up for its long-awaited entry into the Philippine market this August – kicking things off with an interactive pop-up that blends tea, wellness, and lifestyle.
The brand, known for its authentic whole-leaf brews and elegant tea bar experience, will open three stores across Metro Manila in its initial Philippine rollout. Locations include SM North EDSA (Quezon City), Robinsons Galleria (Ortigas Center), and Venice Grand Canal (Taguig).
Ahead of the launch, CHAGEE is offering Filipinos a first taste through its 7-Day Power Up Challenge – a week-long activation at The Block Atrium, SM North EDSA, running from 7 to 13 July 2025. The pop-up event provides a full social experience, inviting visitors to engage in games such as giant bowling, mini golf, and basketball, as well as wellness activities including fitness dance sessions.
“Mabuhay Philippines! We’ve landed in Manila,” CHAGEE APAC CMO Eugene Lee said in a post. “Drop by to experience first-hand our brand pillars of culture, health, and friendship, all brought to life through a simple and delicate cup of tea!”
Among the highlights is a complimentary sampling of CHAGEE’s global bestseller: the BO·YA Jasmine Green Milk Tea – a delicately floral drink that combines the lightness of jasmine green tea with a smooth milk finish. It’s a favourite across CHAGEE’s 6,000+ stores worldwide, from China and the US to Southeast Asian cities in Thailand, Indonesia, Singapore, and Malaysia.
Attendees of the pop-up also receive access to exclusive CHAGEE merchandise and photo opportunities, with local celebrities and influencers making appearances. Michael Sager, a former Pinoy Big Brother: Celebrity Collab Editionhousemate, was among the first to be spotted at the event.
For CHAGEE, the brand’s expansion into the Philippines reflects a continued push to blend traditional tea culture with contemporary consumer experiences. Its tea bars are crafted to be stylish urban sanctuaries – inviting guests not just to grab a drink, but to stay, reconnect, and unwind.
With the Philippine milk tea market already buzzing with homegrown and international players, CHAGEE’s focus on whole-leaf purity and design-led stores positions it to carve out a distinct space.
CHAGEE was founded by Zhang Junjie in Yunnan, China, in June 2017. Positioned as a premium milk tea brand, the company has since expanded globally, with Zhang serving as its chairman and CEO from the outset.
Source: Marketing Interactive
