CHAGEE opens flagship store in HK as part of global expansion

Chinese tea brand CHAGEE has launched a flagship store on Lee Tung Avenue in Wan Chai, positioning Hong Kong as a strategic gateway for its international expansion.

Spanning some 11,000 square feet, the double-storey flagship blends retail, cultural experience and social space - part of the brand’s push to modernise traditional tea culture for a younger, global audience. The store’s design and offering reflect CHAGEE’s ambition to turn tea drinking into a lifestyle experience, not just a transaction.

Beyond offering tea beverages, it highlights an immersive tea culture experience, said CHAGEE's spokesperson in conversation with MARKETING-INTERACTIVE. Drawing inspiration from historical tea-making methods — boiling, simmering, whisking, brewing — from the Han–Wei, Tang, Song, and Ming dynasties, CHAGEE developed new product lines that connect to its Teaspresso series presenting a continuous cultural narrative of “boil, simmer, whisk, brew, and extract.” 

Consumers can experience how ancient tea art evolves into a modern, shareable lifestyle. Key features of the Super Tea Warehouse include transforming historical tea-making methods into modern tea experiences; introducing Hong Kong-style bakery products; launching Hong Kong-exclusive retail items, such as tea sets, aromatherapy products, and gift boxes; featuring exclusive staff uniforms designed by a Hong Kong design team — merging oriental patterns with modern tailoring to reflect Hong Kong’s unique aesthetic.

Architecturally, the store adopts a two-story experiential design, integrating retail, cultural immersion, and social interaction to meet the modern consumer’s desire for immersive tea experiences, said the spokesperson. "The design concept draws inspiration from the Ancient Tea Horse Road. Tea trees are planted at the entrance, and the exterior facade features ancient tea tree motifs."

The first floor, themed “Across thousands of miles,” welcomes visitors with a giant world tea tree installation, symbolizing tea’s journey from Yunnan to the world. Ascending the stairs, visitors encounter an artistic installation inspired by Cha Jing, guiding them into a deeper cultural realm. The second floor, themed “A thousand years of tea history,” presents five tea art murals — boil, simmer, whisk, brew, extract — alongside a retail experience that tells the story of tea through the ages, embodying the spirit of “A group of people, one shared mission — to make tea part of our essence".

Since entering the Hong Kong market in 2024, CHAGEE has opened seven stores and plans to add more than 10 new locations. The expansion underscores its confidence in Hong Kong’s retail and tourism sectors, while also reinforcing the city’s role as a launchpad for mainland brands going global.

To engage local audiences, CHAGEE has named local singer Joey Yung as a friend of the brand (品牌摯友) and invited her to join the official opening of the flagship store in Wan Chai on 26 September. A short film featuring Yung was released on CHAGEE’s Instagram, highlighting tea as a shared experience that transcends language and culture.

As one of the most iconic figures in the Chinese music scene, Yung embodies both musical influence and cross-generational appeal, added the spokesperson. "Her confident, positive image aligns perfectly with CHAGEE’s brand mission — 'Connecting everyone, every day, through a cup of tea'."

Through Yung’s participation, the brand aims to reach a broader audience in Hong Kong — particularly young people and tea lovers. 

"Over the past year, CHAGEE has achieved rapid growth in the Hong Kong market, reflecting consumers' pursuit of high-quality tea beverages and their belief in the brand's philosophy, Rex Ho, general manager of Hong Kong and Macau at CHAGEE, said. "We are optimistic about the growth potential of the Hong Kong market, and we believe that as a platform for international cultural exchange, Hong Kong can help CHAGEE better share tea culture with consumers from around the world.

Loretta Lee, associate director-general of investment promotion, InvestHK, said Hong Kong is an "excellent platform" for Chinese mainland companies looking to go global. "CHAGEE's decision to establish its largest flagship store in Hong Kong is a testament to the city’s crucial role as a bridge connecting the Mainland and international markets. We look forward to continuing to support CHAGEE in its global expansion through Hong Kong.”

Don't miss: CHAGEE opens first Philippine branches, bringing centuries-old tea culture to Manila

As of June 2025, CHAGEE had more than 7,000 stores worldwide, with locations in China, Malaysia, Singapore, Thailand and the United States. CHAGEE also opened the first of three branches in the Philippines at SM North EDSA and Robinsons Galleria in Quezon City, as well as at Venice Grand Canal Mall in Taguig City. The launch coincided with a special opening at SM North EDSA featuring actor Rabin Angeles.

This philosophy is reflected in CHAGEE’s menu, where historic teas are reimagined through contemporary processes to create drinks that feel approachable for younger consumers.

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