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“我们不是奶茶品牌”：霸王茶姬计划于2027年前将亚太地区门店数量翻倍至600家

该品牌亚太区首席营销官表示，随着品牌在该区域的扩张，本土化和确保优质门店位置是其首要任务。

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Paige Lim

Paige Lim

Published Thu, Apr 30, 2026 · 07:00 AM
    • 霸王茶姬（亚太区）首席营销官 Eugene Lee 表示，尽管茶是全球消费量第二大的饮品，但它并未经历像咖啡那样的“生活方式提升或高端化”。
    • 霸王茶姬（亚太区）首席营销官 Eugene Lee 表示，尽管茶是全球消费量第二大的饮品，但它并未经历像咖啡那样的“生活方式提升或高端化”。 图片来源：TAY CHU YI, 《商业时报》

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    【新加坡】全球性中式茶饮连锁品牌霸王茶姬 (Chagee) 计划在未来一年内将其在亚太地区 (Apac) 的门店数量翻倍至600家，力求为21世纪的饮茶体验注入现代化元素。

    霸王茶姬亚太区首席营销官 Eugene Lee 表示，鉴于亚太地区浓厚的饮茶文化，该地区是中国以外“最容易摘取的果实”。

    他在接受《商业时报》(The Business Times) 采访时表示：“亚太地区对我们来说潜力巨大，因为这是一个庞大的市场，消费者在茶饮方面寻求高端体验。”

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