China-based global tea chain Chagee is aiming to double its store count in the Asia Pacific (APAC) region 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.
Chagee now operates in 7 APAC markets, four of which it entered in 2025 namely Indonesia, the Philippines, Vietnam and South Korea. It opens its first 3 outlets in Seoul in April this year.
Although China is Chagee’s main market in terms of revenue, APAC will contribute a higher share in future. Chagee has also made its US debut in mid-2025.
The tea market has huge potential as it is 2nd most popular beverage in the world after coffee, and yet it has not experienced the same ‘premiumisation’ level as coffee, added Lee.
Lee emphasised that Chagee is not a ‘bubble tea brand’ as it seeks to differentiate itself. This is because bubble tea rely on powdered tea and milk, whereas Chagee’s beverages are brewed with real tea leaves and fresh milk.
In addition, Chagee also emphasises on localisation with 80% of its menu remains the same across markets whereas the remaining 20% is tailored to local tastes.
Established in Yunnan in 2017, Chagee now has more than 7,400 stores globally, with more than 300 in APAC and 9 in North America.
