CHAGEE has unveiled a new regional campaign centred on the launch of its limited-edition Apple English Breakfast Tea, introducing a new flavour alongside a year-long partnership with Tate that brings art into consumers’ everyday tea rituals across Southeast Asia, including Malaysia, Singapore, the Philippines, Vietnam, as well as Indonesia.
Available from this month, the new tea draws inspiration from the long histories of tea and apples across Eastern and Western cultures.
Built on a blend of five teas, including Assam, Lapsang Souchong, Yunnan Golden Pekoe, Four Seasons Spring and Highland Qilan, the drink is infused with cold-extracted Red Fuji apples sourced from Shandong, China.
Don’t miss: CHAGEE enters Surabaya with three-store debut, community-led launch campaign
According to CHAGEE, the blend is designed to honour the cultural journeys of both tea and apples while reinterpreting them for modern consumers.
“Culture has always travelled through food and drink, and tea is probably the best example of that in history. With Apple English Breakfast Tea, we wanted to honour all of those journeys in a single cup,” said Lucia Kwan, head of branding and marketing at CHAGEE Malaysia.
Echoing the sentiment, Eileen Lau, head of marketing at CHAGEE Singapore, said the brand wanted to create “something that people from every country and culture can genuinely connect with.”
Alongside the new beverage, CHAGEE has introduced a CHAGEE | Tate merchandise collection inspired by three artworks from Tate’s collection: Henri Fantin-Latour, A Plate of Apples, 1861 © Tate; Paul Cézanne, Still Life with Water Jug, c.1892–3 © Tate; and Mark Gertler, The Basket of Fruit, 1925 © Tate.
The artworks appear across limited-edition cups, insulated carrier bags and collectible merchandise. While all markets will have the artist shawl, Apple Edition umbrella available, each market is receiving a tailored range. Malaysian consumers can collect the Apple Edition artist shawl, umbrella, keepsake magnets and blanket; Singapore will have the shawl, umbrella, picnic mat and travel tag; while the Philippines will have the picnic mat, keepsake magnets, artist shawl, umbrella and blanket.
Beyond the product launch, CHAGEE is activating the campaign differently across both markets.
In Singapore, the brand will host a CHAGEE experience inspired by artworks from Tate’s collection at VivoCity from 3 to 12 July, featuring a complimentary photobooth styled with ornate gold frames alongside opportunities to win exclusive merchandise.
Meanwhile, CHAGEE Malaysia is inviting consumers to participate in “CHAGEE’s Got Talent”, a nationwide art contest encouraging customers to create apple-inspired artwork for a chance to have their designs featured on CHAGEE’s social channels and transformed into custom tote bags.
Selected outlets will also host live portrait artist sessions, allowing visitors to receive illustrated portraits as collectible fridge magnets, supported by campaign window displays running through 16 August.
As with the Malaysia and Singapore executions, the Philippine campaign forms part of CHAGEE’s year-long partnership with Tate, which supports the institution’s Paper and Photography Conservation Work while bringing artworks from Tate’s collection into everyday consumer experiences through limited-edition packaging and collectibles.
The partnership also extends beyond consumer engagement. Through its one-year partnership with Tate, CHAGEE is supporting Tate’s Paper and Photography Conservation Work, contributing to the preservation of works within Tate’s national collection.
“At Tate Enterprises, we’re always looking for meaningful ways to extend engagement with Tate’s collection beyond our galleries,” said Rosey Blackmore, director of licensing and merchandising at Tate.
“This partnership has allowed CHAGEE to create a product range that thoughtfully brings together art, design and everyday ritual. We are excited to see audiences discover these artworks in a new context and through a unique cultural experience.”
Earlier in May, CHAGEE stepped beyond beverages into cultural publishing with the launch of a limited-edition magazine, Roots of Tea, unveiled in conjunction with International Tea Day.
Positioned as more than a brand brochure, the publication frames tea as a cultural artefact shaped by centuries of trade, tradition and shifting lifestyles. Released on 21 May, it traces tea’s journey from the Ancient Tea Horse Road to modern-day rituals across Asia and beyond, blending heritage storytelling with contemporary consumption.
Related articles:
How CHAGEE is making tea worth reading
CHAGEE’s matcha debut banks on community as the new flavour strategy
CHAGEE’s Indonesia playbook: scaling tea culture across Jakarta and Bali
