CHAGEE opens first family-friendly store in Singapore at Suntec City

CHAGEE Singapore officially opened its first family-friendly concept store at Suntec City last weekend, marking a shift towards more child-oriented retail spaces. The refreshed store format is designed to cater to families, featuring child-friendly furniture, dedicated seating areas, and activities for young visitors.

At the centre of the store is a tiered play seating area for children, comprising multi-level booths that encourage movement and play. The space uses soft-touch materials and rounded edges, allowing children to explore while parents remain seated nearby. A digital screen offering simple motion-based games is also available, alongside complimentary milk for children.

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Visitors during the opening weekend were invited to take part in a series of activities, including CHAGEE’s “Tear & win” contest with prizes such as educational toys and digital reading devices. Ice cream giveaways were available with a minimum spend of S$20, while stocks lasted. Other activities included a cup-stacking challenge, where participants could win a free drink voucher by completing the task within a set time, as well as balloon giveaways for children.

The Suntec City outlet reflects CHAGEE’s broader focus on creating more welcoming spaces for families, extending its brand experience beyond its core tea offerings.

MARKETING-INTERACTIVE has reached out for more information. 

The move builds on CHAGEE’s ongoing effort to reimagine its physical stores. In October last year, CHAGEE Singapore unveiled its first tea-and-retail flagship, CHAGEE Pagoda House, along Pagoda Street in Chinatown. Designed as a modern reinterpretation of the traditional teahouse, the store blends cultural heritage with contemporary tea culture, featuring communal seating, warm timber accents and patterned tiles to encourage conversation and connection.

The flagship also marked CHAGEE’s first retail store in Singapore, offering exclusive merchandise and a limited-edition capsule collection created in collaboration with local creative studio Tell Your Children. The opening was part of the brand’s SG60 campaign celebrating Singapore’s cultural tapestry and was accompanied by interactive cultural programmes, including calligraphy sessions, guided photo walks and in-store workshops.

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