CHAGEE lands Eugene Lee as APAC CMO, accelerates international expansion efforts

CHAGEE has named Eugene Lee as its vice president and chief marketing officer for APAC, as the modern tea brand accelerates its international expansion efforts.

In his new role, Lee will oversee brand and business growth across the region, focusing on ensuring a cohesive brand identity while tailoring localisation strategies for diverse new markets. He will be part of the global leadership team, reporting directly to CHAGEE’s APAC CEO and global CMO.

Speaking to MARKETING-INTERACTIVE, Lee said he was drawn to CHAGEE after connecting deeply with the founder’s vision and the company's mission to reinvent how customers perceive tea.

Don't miss: Interview: Eugene Lee exits McDonald's, reflects on his career and the industry 

“Tea is the most consumed beverage globally after water, but as a category, perception has lagged behind its counterparts such as coffee. There is very little affinity towards tea, and it's seen as a boring, functional drink," said Lee. 

"CHAGEE’s mission is to modernise the tea experience, elevating the category, and reinvent how customers perceive tea as a beverage. In short, it’s about making tea cool to consume, and CHAGEE is the clear leader and pioneer in this space," he added. This is similar to how big brands revolutionised coffee twenty years ago. 

Beyond the mission, Lee said the brand's flat structure, collaborative culture, and can do spirit resonated strongly with him. Already a frequent CHAGEE customer, Lee added he was a loyal fan before even considering the role, consuming the brand’s products three to four times a week.

Lee joins a 25-strong APAC marketing team, which he described as modern, talented, and hype-driven, with plans to scale further. “I hope to build on what they have already established and together, fuel CHAGEE’s international growth, modernising the tea experience across the globe,” he said.

Lee’s appointment comes shortly after his departure from McDonald’s, where he spent 15 years and most recently served as international chief marketing officer. During his time there, he led notable campaigns including Malaysia’s "Ayam Goreng McD" ('McDonald's fried chicken') relaunch, the BTS Meal regional activation across Asia, and the global rollout of the "Raise your arches" campaign.

In an earlier interview with MARKETING-INTERACTIVE, Lee said stepping down from McDonald’s was a difficult but necessary decision to prioritise family and to explore new personal passions, citing interests in eSports, automotive, and other new industries. He was succeeded at McDonald’s by Erwin Dito, the brand’s former vice president of global brand leadership.

Reflecting on his next chapter, Lee said he was seeking growth, impact, and opportunities to get his hands dirty again in execution — all of which he hopes to realise at CHAGEE. 

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