CHAGEE is celebrating its eighth anniversary with a refreshed identity and a global push that signals how far the modern teahouse brand has travelled, and how much further it wants to go.
The brand dropped its new cup design this week, a visual update inspired by the Ancient Tea Horse Road and packed with motifs that nod to heritage, movement, and cultural exchange. Roses, tea trees, horses, and sailing ships sit against a constellation pattern, a symbol the brand says represents the universal language of tea and its “8 to infinity” theme for the year.
The milestone comes as CHAGEE accelerates its global ambitions. The brand recently listed on Nasdaq, surpassed 7,000 stores worldwide, and continued its expansion across Asia Pacific and the United States. Its anniversary campaign stretches across the region with merch drops, giveaways, app-based rewards, and platform-specific activations rolled out market by market. Across the region, each market saw a slightly different flavour of the rollout.
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Singapore
In Singapore, CHAGEE launched an Instagram giveaway offering eight sets of its anniversary merchandise. Users must follow @chagee.sg, comment on their favourite element of the new cup design, and tag a friend. Eight winners will receive a full merchandise set, including a signature shoulder bag, lanyard and pin. The giveaway ends on 23 November and is open to Singapore residents.
The market is also running a scratch and win activation across all outlets, giving customers the chance to redeem prizes during the anniversary period.
Singapore is amplifying the refresh through the region-wide anniversary film as well, a piece that traces the role CHAGEE plays in shared moments with family and friends, anchoring the “8 to infinity” theme in everyday connections. The film is being pushed across local social channels as part of the campaign rollout.
CHAGEE added that its growth in Singapore since launching Orchard Gateway has been driven by what it described as the connections made “through tea”.
Malaysia
Malaysia rolled out a heavy social push leading up to the refresh, starting with teaser visuals on 8 November. The market launched multiple contests, including a birthday celebration giveaway for customers who spent RM30, as well as a three-day anniversary quiz from 12 to 14 November that rewarded 10,000 users daily with a free BO·YA jasmine green milk tea.
CHAGEE Malaysia also hosted an anniversary event featuring a crystal ball workshop, framed as a symbol of clarity and connection. Additional posts highlighted the refreshed cup design, CHAGEE’s milestones — from Halal certification to more than 200 outlets — and newly released anniversary merchandise such as signature pouches and limited-edition pins.
Philippines
In the Philippines, CHAGEE kicked off celebrations with the region-wide anniversary film, followed by a giant cup installation at Glorietta and SM City Fairview. The activation offered 100 free cups daily from 15 to 17 November, along with photo challenges and giveaways tied to the new designs.
The market also ran multiple Instagram contests, including a motif-inspired giveaway for its CHAGEE 8 infinity gift boxes. A one-day pin giveaway on 17 November rewarded purchases of its large BO·YA jasmine green milk tea, while app users could collect stamps for drink rewards and participate in referral-based contests throughout the month. CHAGEE Philippines also partnered with influencers to amplify the refreshed identity and released limited-edition bags and lanyards as part of its merch drops.
Indonesia
Indonesia rolled out one of the most extensive reward programmes in the region, with month-long stamp collection rewards on the CHAGEE app, free drinks via a 12 to 14 November quiz, referral incentives offering prizes such as a MacBook, and a leaderboard awarding infinity gift boxes to the top 88 spenders, with AirPods 4 for the top user.
The market also invited fans to join an intimate anniversary dinner at Henshin, The Westin Jakarta, where winners were selected through a social contest. Ahead of the celebration, CHAGEE installed giant cups at AGORA Mall, where visitors could earn free drink vouchers by snapping photos and scanning a QR code.
The anniversary culminated in a rooftop event on the 67th floor of The Westin Jakarta, where the brand unveiled its constellation cup design and hosted a perfumery workshop inspired by CHAGEE’s tea scents.
Thailand
Thailand’s celebrations centred on digital engagement, merch drops and collaborations with local creators. Influencers showcased the refreshed motifs and packaging, anchoring visibility for the new anniversary identity across social platforms.
The market also pushed social-led contests and app-based incentives, including stamp collection rewards, vouchers and referral bonuses aligned with the regional playbook. The campaign kept the “8 to infinity” narrative front and centre through creator amplification and social activity.
“Our refreshed design represents both reflection and renewal. Eight years ago, CHAGEE began with a small idea and a big dream to share the art of modern tea culture with the world. We are thankful for the customers and partners who have believed in that vision. From 8 to infinity reflects our hope to build a brand with true longevity, one that continues to bring new energy and creativity to the global tea experience for many years to come,” said Eugene Lee, chief marketing officer of CHAGEE APAC.
The anniversary comes as CHAGEE Singapore opens its first tea and retail concept, CHAGEE Pagoda House, on Pagoda Street in Chinatown. The flagship blends heritage and modern tea culture, inviting visitors to “Sip, stay, and shop”.
Inspired by Chinatown’s history as a hub for merchants and storytellers, the space features timber accents, patterned tiles, and communal seating to spark connection. A hand-painted mural by Tell Your Children (TYC),”Where Jasmine meets Orchid”, celebrates the meeting of cultures and generations.
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