CHAGEE and Hello Kitty serve up Hong Kong tea delight

CHAGEE has teamed up with Sanrio to bring its beloved IP Hello Kitty to Hong Kong and Macau in a new partnership tailored to local tastes, debuting a limited-edition "earl grey tea-coloured" (伯爵紅茶色) Hello Kitty that blends Eastern tea culture with the beloved Japanese character.

The collaboration, set to launch this Saturday (8 August) at CHAGEE's Lee Tung Avenue store in Wan Chai, will run for three months. It reimagines the iconic Hello Kitty in a warm amber hue inspired by Earl Grey tea - a nod to Hong Kong's deep-rooted tea-drinking culture. Unlike the classic Hello Kitty look, this design pays tribute to the city's beloved milk tea heritage while infusing the character with a distinctly Eastern tea aesthetic.

Eason Chen (pictured), the newly appointed general manager of CHAGEE Hong Kong and Macau, told MARKETING-INTERACTIVE during an interview that the collaboration reflects the brand's mission to "connect everyone, every day, with a cup of tea" (用一杯茶鏈接每人每天) - a philosophy that aligns with Hello Kitty's ability to spread warmth and joy through a familiar and beloved cultural icon.

Alongside the character collaboration, CHAGEE is launching three Hong Kong-exclusive beverages under its "tea special blend, earl grey tea series" (茶特調・伯爵紅茶系列).

The lineup includes the earl grey peanut smoothie (伯爵紅茶花生沙冰), which pairs robust tea notes with nutty flavours; the earl grey orange smoothie (伯爵紅茶鮮橙沙冰), blending citrus freshness with tea; and the earl grey cocoa warm drink (伯爵紅茶可可), a warm, dessert-inspired creation with balanced tea and milk notes. All three are designed to resonate with local palates, with Earl Grey serving as a nostalgic nod to Hong Kong's iconic milk tea culture.

As a key part of this cross-brand collaboration, CHAGEE's super tea hub on Lee Tung Avenue in Wan Chai will be transformed into a Hello Kitty-themed space. The store will feature limited-edition themed window decals, custom table covers and staff badges, creating an immersive environment that merges Eastern tea culture with cute aesthetics (萌系美學). Customers can experience the fusion of traditional tea culture and contemporary pop culture through tea tasting, interactive moments and social gatherings.

Apart from the themed space, CHAGEE will also promote the collaboration through Xiaohongshu, Instagram and out-of-home placements on tram bodies,  according to Chen. He added that a second wave of the collaboration is planned, which will include more co-branded merchandise, and that the campaign duration may be extended depending on consumer response.

"Hong Kong is a city with a long history of tea drinking, and earl grey has long been part of the local afternoon tea and cha chaan teng culture. We want to root ourselves in local tea-drinking habits and create a truly Hong Kong-exclusive tea series by reimagining the familiar Earl Grey base. Over the past year, our whole-leaf tea series has received strong recognition from local consumers, and this Earl Grey special blend series is our way of giving back to Hong Kong tea lovers with a locally developed offering," Chen said. 

Don't miss: CHAGEE and Sanrio sweeten the holidays with Tanned Hello Kitty collab

Beyond Hong Kong, CHAGEE has also used Hello Kitty to connect with younger consumers in Singapore and Malaysia. In December last year, the brand celebrated Christmas with a playful collaboration featuring Sanrio's Tanned Hello Kitty, inviting fans to take a break, reconnect and enjoy warm moments during the festive season. The partnership offered whimsical collectibles, immersive experiences and a new seasonal drink, adding a sunny touch to the holidays.

Central to the partnership is the "CHAGEE loves Hello Kitty pop-up" at Orchard Road in Singapore. Visitors could embark on a five-stop festive trail starting with a cosy cabin-themed entrance, where they received a stamp card to guide their journey. The pop-up featured the "Cocoa oolong festivi-tea bar", where guests could sample the new seasonal drink, a DIY Christmas bauble station, and a photo zone for festive snapshots. Completing all five stations earned visitors exclusive rewards at the merch and redemption counter, including limited-edition Hello Kitty collectibles.

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