CHAGEE ventures into South Korea as part of regional expansion

CHAGEE is venturing into the South Korean market, with three Seoul locations — Gangnam, Yongsan, and Sinchon — set to open simultaneously during the second quarter in 2026.

The brand's arrival is marked by large-scale exterior display banners at each site, with the Gangnam flagship unveiled first, followed sequentially by Yongsan and Sinchon.

The announcement closely follows CHAGEE's soft launch in Macao on 20 February and exemplifies the company’s regional expansion across Asia Pacific as the first in East Asia outside of its origin market.

The Gangnam flagship exterior features arch-shaped greenery set against a semi-transparent glass façade, with an oversized signature cup at the center evoking an entrance into an urban forest — a visual expression of CHAGEE's "Modern tea house" concept.

The installation invites passersby to pause and experience the brand before the doors even open, offering a first glimpse of the tea-forward environment that awaits inside. The Yongsan and Sinchon locations will each feature graphic displays tailored to their respective spaces.

"We are pleased to officially announce CHAGEE's entry into Korea," said a CHAGEE spokesperson. "Even before our opening, we have seen tremendous interest from Korean consumers, and we look forward to introducing a premium tea lifestyle that offers a distinctly new experience. At CHAGEE, our mission is to bring people together through tea — and Korea is the next chapter in our incredible journey."

Alongside the store previews, CHAGEE is inviting visitors to participate in a QR-activated pre-opening event. By scanning the QR code on the exterior display and completing a short quiz, customers will receive a 50% discount coupon redeemable after the official store opening.

CHAGEE's Asia Pacific footprint expanded dramatically in 2025, with successful launches in Indonesia, the Philippines and Vietnam joining established markets across Singapore, Malaysia, and Thailand. The company now operates over 7,338 tea houses globally, adding 300 net new locations in Q3 2025 alone, with overseas GMV surging 75.3% year-over-year to RMB 300.3 million.

Malaysia emerged as the flagship international market, celebrating its 200th tea house opening at Bukit Bintang WOLO in October. The Philippines launch generated exceptional enthusiasm, with the grand opening on August 29th drawing massive crowds while the introduction of Southeast Asia's first pet-friendly tea house in December is setting new standards for inclusive hospitality.

Thailand marked a historic milestone with the opening of the world's highest tea bar at King Power Mahanakhon's 74th floor in October last year, offering guests an unparalleled tea experience against Bangkok's stunning skyline.

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