Chinese premium milk tea brand CHAGEE has officially launched its first store in Indonesia at PIK Avenue, North Jakarta, marking a significant step into the country’s vibrant beverage scene.
The brand introduces its unique “tea bar” concept, offering not just drinks, but a full-sensory experience centered around cultural appreciation, craftsmanship, and connection.
Setting itself apart from the bubble tea trend, CHAGEE focuses on high-quality, boba-free teas brewed with precision, delivering a refined and elegant experience.
Founded in Yunnan, China, in 2017, CHAGEE now boasts over 6,000 outlets across several countries, including Malaysia, Thailand, and Singapore.
Its entry into Indonesia is part of a strategic regional expansion, in partnership with Era Boga Nusantara, a subsidiary of Erajaya Group.
“Through this partnership, EFN reaffirms our commitment to introducing fresh, innovative F&B concepts to Indonesia, offering a refined tea-drinking experience,” said Jeremy Sim, CEO of EFN.
With drinks priced between IDR 30,000 and IDR 56,000, the launch lineup features drinks like Jasmine Green Milk Tea, Da Hong Pao Snow Cap Milk Tea, and Lapsang Souchong Tea Latte. CHAGEE plans to introduce local flavors tailored to Indonesian tastes as the brand expands.
Having opened additional outlets at Mall of Indonesia and FX Sudirman, CHAGEE is strategically targeting high-traffic locations to capture the attention of younger consumers, particularly Gen Z, who are seeking alternatives to the dominant coffee culture in Indonesia.
With a growing demand for milk tea, CHAGEE is poised to carve out a niche in the local market by offering a tea-centric menu that eschews boba in favor of a more refined, distinct experience.
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