CHAGEE and Sanrio sweeten the holidays with Tanned Hello Kitty collab

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CHAGEE is celebrating the holidays with a playful collaboration featuring Sanrio’s Tanned Hello Kitty, inviting fans to pause, reconnect, and enjoy moments of warmth this festive season. Launching on 12 December, the collaboration blends whimsical collectibles, immersive experiences, and a new seasonal drink to bring a sunny glow to the holidays.

Central to the partnership is the "CHAGEE loves Hello Kitty pop-up", running from 13 to 22 December at Orchard Road in Singapore (in front of Mandarin Gallery). Visitors can embark on a five-stop festive trail starting with a cosy cabin-themed entrance, where they receive a stamp card to guide their journey.

The pop-up features the 'Cocoa oolong festivi-tea bar', where guests can sample the new seasonal drink, a DIY Christmas bauble station, and a photo zone for festive snapshots. Completing all five stations earns visitors exclusive rewards at the merch and redemption counter, including limited-edition Hello Kitty collectibles.

Designed as an immersive, heartwarming experience, the pop-up combines holiday playfulness with CHAGEE’s signature ritual of togetherness, encouraging fans to slow down and enjoy shared moments. The themed pop-ups will also be held in Indonesia, Philippines and Thailand.

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Meanwhile in Malaysia, CHAGEE outlets have been taken over with decorations and in-store activations featuring the new collab.

As part of the collaboration, CHAGEE is also releasing a line of limited-edition Hello Kitty merchandise, inspired by the warmth of the season and Tanned Hello Kitty’s sunny personality. The collection includes the snuggle snap, cuddle sling, plushie charm, and mini charm. Each item is designed to be cute, collectible, and gift-ready, making it ideal for holiday surprises or keepsakes.

The collaboration also features CHAGEE’s new Cocoa Oolong Milk Tea, a seasonal drink that marries premium Oolong tea from the UNESCO-listed Wuyi Mountains with cocoa from Côte d’Ivoire’s Gold Belt, a renowned origin known for its smooth and rich flavour. The combination delivers a comforting roasted fragrance on the first sip, followed by a velvety cocoa finish.

Available in regular (SG$5.20) and large (SG$6.20), the drink is served in limited-edition festive cup packaging and an exclusive thermal bag carrier. Its cocoa-toned warmth mirrors Tanned Hello Kitty’s gentle charm, creating a natural festive pairing that evokes comfort, joy, and togetherness.

“Hello Kitty has always encouraged kindness and connection, and this collaboration with CHAGEE carries that spirit into the festive season,” said Kohei Imai, COO of Sanrio Southeast Asia. “Tanned Hello Kitty's warmth and Cocoa Oolong Milk Tea's comforting character create a celebration of togetherness. We hope it brings fans joy and closeness throughout the holidays.”

In tandem, Eugene Lee, chief marketing officer, CHAGEE APAC said the holidays are a reminder that connection is one of the most precious things one can have.

“With Tanned Hello Kitty and Cocoa Oolong Milk Tea, we wanted to create something comforting, joyful, and familiar — the same way meaningful relationships feel. At CHAGEE, tea is more than a drink. It is a way for people to slow down, be present, and create memories together," he added.

CHAGEE’s partnership with Sanrio follows a similar collaboration earlier this year with POP MART’s popular character Hacipupu, which saw the launch of a limited-time Green Grape Milk Tea and exclusive collectible merchandise across Singapore, Malaysia, Indonesia, and Thailand. The campaign combined the ritual of tea drinking with the excitement of lifestyle collectibles, engaging fans through both product and experience.

Central to that collaboration was CHAGEE’s 'Little Champion', a tennis-themed pop-up designed to drive foot traffic and social sharing. Visitors completed the 'Dream stamp collection journey' across interactive stations, including tea tastings, photo opportunities with Hacipupu, tennis games, and merchandise customisation to earn exclusive prizes and limited-edition collectibles.

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