CHAGEE Malaysia lays the bricks for its latest collectible

CHAGEE Malaysia is marking its ninth anniversary with a new collectible merchandise series that transforms two of its retail formats into brick-built models.

Dubbed the "CHAGEE brick series", the collection features two designs inspired by the brand's drive-thru kiosk and tea truck, allowing fans to build and display miniature versions of the familiar CHAGEE touchpoints.

Available from 4 November, the 'Drive-thru kiosk' model comprises 179 pieces, while the 'Tea truck' comes with 174 pieces. Both feature colourful designs topped with CHAGEE's signature blue cup.

Don't miss: CHAGEE Malaysia makes its watermelon tea a collectible affair

The models come in blind packaging, meaning customers will only discover which design they have purchased upon opening it.

According to CHAGEE Malaysia, the format taps into the appeal of blind collectibles among younger consumers, building on the response to previous merchandise launches such as its Bes-tea plushies. Its previous collections saw fans trading designs, sharing unboxing experiences and returning to complete their sets.

The choice of the drive-thru kiosk and tea truck also reflects their role in bringing CHAGEE's tea offerings closer to consumers through different retail formats.

Speaking on the launch, Adli Amirullah, head of government and public affairs at CHAGEE Malaysia, said the collection was conceived as a way to thank fans during the brand's anniversary month.

"As the year winds down, many of us are looking for a moment to pause and catch up with the people we care about. A cup of tea has always made that easy, and we hoped building something small and colourful together could make it a little more memorable," he said to A+M.

"The Brick Series is one small way we are saying thank you to our fans this month, a piece of CHAGEE they can make their own."

CHAGEE said the response to the collection will help guide whether it expands the series, with further updates to be shared on its social media channels.

This launch follows CHAGEE Malaysia's "Treasures of Malaysia" magnet series, which turned local landmarks and cultural heritage into blind-box keepsakes in collaboration with Tourism Malaysia.

Related articles: 
CHAGEE gets crafty with kites and tea for Merdeka
CHAGEE turns friendship into a loyalty play with hand-holding plushies
How CHAGEE’s flagship strategy brews deeper ties in Malaysia