‘We’re not a bubble tea brand’: Chagee aims to double Asia-Pacific footprint to 600 stores by 2027

[SINGAPORE] Global Chinese tea chain Chagee is aiming to double its store count in the Asia-Pacific (Apac) to 600 over the next year, as it seeks to modernise the tea-drinking experience for the 21st century.

Beyond China, the region represents “the lowest hanging fruit” for Chagee, given its strong tea-drinking culture, said Eugene Lee, chief marketing officer of Chagee Apac.

“Apac holds huge potential for us, because it’s a big market where customers are looking for a premium experience when it comes to tea,” he told The Business Times in an interview.