For all tea enthusiasts longing for the return of Chagee, the beloved Chinese milk tea brand is making a comeback with an exciting new concept and menu of drinks.
Imagine yourself lounging in Chagee’s stylish tea bar, featuring tea-inspired interiors that earned it the prestigious 2023 MUSE Design Platinum Award. But beyond aesthetics, Chagee’s revamped lineup of drinks promises to indulge and nourish.
Targeting health-conscious consumers, Chagee embarks on a mission to blend taste with wellness in every cup. Their new series of drinks boasts enhanced flavor and improved nutritional profiles. Unlike powdered tea, Chagee’s beverages are brewed using freshly picked tea leaves, ensuring an authentic and full-bodied taste. Moreover, the brand has eliminated non-dairy creamer and trans-fatty acids from its drinks.
As part of the revamp, their signature Jasmine green milk tea now contains just 130 calories in a sugar-free medium cup – equivalent to half an avocado’s calorie count.
Responding to the global trend towards mindful consumption, Chagee taps into the growing popularity of milk tea brewed from leaves and crafted with fresh ingredients. According to iiMedia Research, nearly half of Chinese milk tea consumers express concerns about health issues, particularly excessive sugar consumption and its potential for weight gain.
In 2023, Chagee demonstrated its commitment to transparency by providing detailed nutritional information for its drinks using an “identity card” system, a pioneering move in China’s beverage industry.
Expanding its reach beyond China, Chagee has ventured into the Southeast Asian market, including Singapore, Malaysia, and Thailand. With over 4,000 outlets worldwide, the brand aims to fuse oriental tea culture with innovative concepts, appealing to younger demographics frequenting shopping malls.
In Malaysia, the annual “Tear & Win Day” remains a highlight, attracting crowds eager to tear the bottom of their drink cups for a chance to win coupons and souvenirs. The overwhelming response on October 7, 2023, underscores Chagee’s popularity and appeal across borders.
While the Milk Tea Alliance may have faded from public discourse, Chagee’s commitment to offering healthier drink options continues to resonate with consumers, providing a refreshing twist on traditional milk tea.
