CHAGEE MY steeps tradition in telepuk collab with National Textile Museum for 6th anniversary

CHAGEE Malaysia has partnered with the Malaysia Museum Department to spotlight traditional textile art, telepuk, and the National Textile Museum. The campaign also marks CHAGEE's 6th anniversary in Malaysia, and the launch of its new "Seri Tea-jau" series.

As part of the collaboration, CHAGEE adapted batik lepas bertelepuk and sarang telepuk motifs into exclusive products, including limited-edition tumblers, eco-friendly paper bags, and collectible souvenirs such as an enamel pin. These textiles are part of the museum department’s collection, prized both for their aesthetics and their role in representing Malaysia’s cultural identity. 

In tandem with its anniversary celebrations, the tea beverage brand introduced the Tie Guan Yin Emerald series, also known as the "Seri Tea-jau" series (a cheeky play on the words 'tea' and green 'hijau'), a tea inspired by oolong heritage and Malaysian culture. The series introduces two drinks, the Tie Guan Yin Emerald milk tea, and the Tie Guan Yin Emerald snowy frappe.

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To celebrate the launch of the new tea series, the brand also released a brand film titled "A journey brewed with you", highlighting the everyday moments in which Malaysians enjoy their CHAGEE beverage, be it on road trips, getting stuck in a long meeting, looking for inspiration amidst work, or even on a date. The video also spotlights the new cup design for the "Seri Tea-jau" series, which features traditional coraks, or patterns.

It also hosted a media event where local content creators experienced the new collection through a themed tea party and a hands-on gilding activity that highlighted Malaysia’s rich textile heritage.

The collaboration kicked off at the National Museum last week, officiated by Aaron Ago Dagang, minister of National Unity. Running from 15 August to 15 November 2025, the partnership aims to bring Malaysian textile heritage to a wider audience, deepen public understanding of traditional arts, and promote respect for diversity, reinforcing unity as a cornerstone of nation-building.

“By selecting telepuk motifs from the Malaysia Museum Department’s collection, CHAGEE plays a key role in introducing and preserving this traditional art in modern life," said Aaron Ago Dagang. He also proposed exploring a sustainable funding model through a 'Heritage Treasure Waqf Fund' to support conservation, exhibitions, research, and arts development.

Meanwhile, Eugene Lee, CMO of CHAGEE Asia Pacific, described the collaboration as the first between CHAGEE Malaysia and the ministry. “Through telepuk textile art, a unique Malaysian heritage, we aim to promote local culture and raise awareness of the value of the nation’s art and heritage,” he said. In a LinkedIn post, Lee expressed pride in the local team for delivering an authentic campaign and partnership, noting it reflects CHAGEE’s broader localisation strategy across APAC. 

"The ministry was very impressed with the way CHAGEE celebrates local culture across the markets we operate in and looks forward to more activations like this in the future," said Lee. "As a Malaysian, I’m tremendously proud of the local team for this authentic campaign and partnership. It’s truly a testament to CHAGEE’s localisation strategy across APAC," he added.

This latest collaboration follows CHAGEE Malaysia’s recent activation in June, which invited Malaysians on a whimsical journey through tea and storytelling. The limited-time “Earl grey tea series”, created with the British Library, drew inspiration from Alice’s Adventures in Wonderland, pairing premium tea blends with exclusive Alice-themed packaging and in-store experiences.

Launching nationwide on 27 June, the series features two drinks, the earl grey milk tea and earl grey black tea, available hot or iced. The collaboration reimagines the timeless ritual of afternoon tea through the lens of Wonderland’s iconic Mad Hatter’s tea party, adding a literary twist to CHAGEE’s beverage offerings.

Photo courtesy of Eugene Lee, Raymond Lau, LinkedIn. 

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