CHAGEE is giving its tea a frozen makeover

CHAGEE is taking its tea expertise beyond the cup, introducing a tea-inspired gelato range in Singapore as it looks to attract a younger generation of consumers through a more accessible product format.

Called "GEE-lato", the new offering launched on 30 October across three CHAGEE outlets: orchardgateway, One Raffles Place and Pagoda House in Chinatown.

The launch range features seven flavours, combining familiar tea profiles with more unconventional dessert combinations. These include BO·YA Jasmine, Signature Matcha and Yunnan Pu’er Caramel, alongside Caramel Butter Pecan, Bergamot Pink Guava, Yuzu Jasmine and Pistachio. The brand said flavours may rotate, with more varieties to come.

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The move is part of CHAGEE's efforts to connect with younger consumers by translating its tea expertise into a format that feels more familiar to those who may not otherwise gravitate towards traditional tea offerings.

In a LinkedIn post announcing the launch, Eugene Lee, chief marketing officer of CHAGEE APAC, said GEE-lato was conceived as a way to introduce the brand to a younger audience, including consumers who may find its tea offerings intimidating.

"Let’s face it, tea can sometimes be intimidating. Tie Guan Yin, Da Hong Pao, Lapsang Souchong. Our tea expertise can actually be a barrier for someone new to tea," he said.

However, by putting tea into a familiar format such as ice cream, the brand hopes to give younger consumers another reason to visit its stores.

"But put tea into a format that’s fun and familiar, like ice cream, and suddenly a 16-year-old has a reason to walk into a CHAGEE store," Lee added.

The launch was also preceded by a series of social media teasers designed to build curiosity around the new offering. Three days before the announcement, CHAGEE shared an image of a passport stamped "Coming Soon Singapore", accompanied by the line "Your next voyage begins soon".

A follow-up post showed the passport opened with sticky notes trailing towards a question mark, inviting followers to guess what the brand had planned. Guesses in the comments ranged from a new milk tea flavour and a character collaboration to an ice cream offering.

CHAGEE subsequently shared a carousel featuring a blurred image of the gelato, gradually bringing the product into focus as followers swiped through, alongside a countdown to the reveal.

To encourage trial, CHAGEE is also offering a limited-time launch bundle from 30 October to 1 November. 

The gelato is currently exclusive to the three participating Singapore outlets, with orders available through in-store cashiers.

The introduction of GEE-lato adds another dimension to CHAGEE's efforts to create experiences around its tea offerings, following its recent #FindYourCHAGEEPlaydate campaign in Singapore.

Launched on 12 October, the campaign centred on the brand's seasonal chrysanthemum tea series, encouraging consumers to reconnect with friends through a week-long experiential pop-up at The Star Vista. The activation featured interactive installations, a collaboration with local illustrator Lauren Cheung, and limited-edition merchandise.

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