CHAGEE Malaysia makes its watermelon tea a collectible affair

CHAGEE is extending its watermelon tea range in Malaysia with a limited-time series that pairs two new drinks with watermelon-themed merchandise, including a Touch ‘n Go card and reusable straw available through its app.

The activation builds on the brand’s existing watermelon jasmine tea with two new offerings: watermelon oolong milk tea, served hot or cold, and pistachio cloud watermelon oolong, served cold. Both use a lightly roasted Tie Guan Yin oolong base and were specially brewed for the Malaysian market, according to CHAGEE.

The drinks became available nationwide on 16 October in custom watermelon-themed packaging, positioning the fruit as a common thread across the limited-time range.

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Beyond the drinks, CHAGEE is extending the watermelon theme into merchandise. A watermelon-themed Touch ‘n Go card and reusable straw are available through the CHAGEE app, while a scrunchie can be obtained through the app or in-store, subject to terms and conditions.

The approach gives customers additional ways to engage with the campaign beyond purchasing the drinks. By making two of the three merchandise items available through its app, CHAGEE is also creating another touchpoint for digital engagement.

On social media, CHAGEE teased the new products with blurry images ahead of the launch. Its official launch post subsequently garnered more than 4,000 likes, offering an early indication of audience engagement, although the figure does not establish the campaign’s impact on sales.

CHAGEE is also positioning the series as a light pick-me-up for Malaysia’s tropical climate. The brand said the drinks are available at its halal-certified outlets nationwide and directed customers to JAKIM’s directory to verify individual outlets’ certification status.

Malaysia has played a significant role in CHAGEE’s regional expansion and product innovation. The brand, which said it had more than 7,000 stores worldwide as of August 2026 and an APAC headquarters in Singapore, entered Malaysia in 2019 as its first international market.

Since then, it has opened its first APAC flagship in Bukit Bintang and introduced new products in the market, including its first matcha series in Southeast Asia earlier this year. CHAGEE’s APAC chief marketing officer Eugene Lee previously cited Malaysia’s maturing matcha culture as a factor behind the launch.

The watermelon oolong series continues this market-specific approach, with the brand adapting its tea offering for local consumers while extending the launch into merchandise and digital engagement.

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