Mainland China’s leading milk tea chain, Chagee has set new marketing campaigns in HK and Malaysia as it aims to expand its market share in these 2 competitive markets.
In Hong Kong, Chagee will partner with Japanese company Sanrio to host a 3-month Hello Kitty-themed pop-up campaign. It will feature Hello Kitty crossover products and Hong Kong-exclusive beverages, as Chagee aims to build deeper connections with Hong Kong shoppers while extending the brand’s fusion of traditional tea culture and contemporary trends.
Crossover lineup includes 3 specialized drinks and a range of merchandise, such as refrigerator magnets, sticker sets, and figurines. The drinks are based on Earl Grey tea, one of the popular tea bases in Hong Kong, blended with flavors like peanuts, orange, and cocoa.
This will also be the first time that Chagee has rolled out such a comprehensive intellectual-property collaboration in Hong Kong.
Chagee is rapidly expanding in HK from 15 stores at the beginning of 2026 to 22 stores currently.
Meanwhile, in Malaysia, Chagee has launched its limited-edition Matcha Series nationwide through a special collaboration with the beloved classic The Little Prince. The collaboration showcases a range of matcha beverages and exclusive limited-edition merchandise inspired by The Little Prince’s message of innocence, simplicity and seeing the world with a clear and honest heart.
The Little Prince, first published in 1943, has sold more than 300 million copies worldwide and has been officially translated into more than 660 languages.
The Matcha Series, among others, features the limited-time Lime Cheese Matcha Latte, which combines matcha, lime and creamy cheese, and the Lime Cheese Matcha Latte with Cap, while the Jasmine Matcha Pure Tea features a delicate blend of matcha and jasmine green tea.
The collaboration also features exclusive merchandise such as the Little Card, The Crown Headband, The Fox Sleep Mask, Stardust Tote Bag, Green Wonder Tumbler, Stardust Toiletry Bag, Stardust Luggage Tag and Stardust Tumbler Bundle, which can be purchased at Chagee outlets.
In 2026, Chagee has more than 200 stores across Malaysia, becoming its largest market outside China.
