CHAGEE puts playtime back on Singapore’s calendar

CHAGEE Singapore is asking consumers to clear their calendars and make time to play with its latest campaign, turning the launch of its new chrysanthemum tea series into a wider push around friendship, play and shared experiences.

Centred on the idea #FindYourCHAGEEPlaydate, the campaign invites Singaporeans to reconnect with friends, step away from their routines and turn an ordinary afternoon into a "playdate". The campaign launched on 12 October alongside a week-long experiential pop-up at The Star Vista and a collaboration with Singapore-based artist Lauren Cheung, better known as @dirtydoodies.

Rather than keeping the campaign within its stores, CHAGEE is bringing the idea into a physical experience at The Star Vista from 12 to 18 October. The activation takes visitors through a series of prompts encouraging them to reconnect with someone they have been meaning to see, play together and capture the experience.

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One section, "Find your kaki", encourages visitors to text someone they have been meaning to catch up with, while "Play like you used to" transforms the atrium into an adult-friendly playground inspired by recess. Another area, "Get a little silly", features oversized installations designed for visitors to pose, lounge and spend time together.

The experience ends with "Catch the moment", where visitors can document their playdate and take home a keepsake. The activation is also tied to a social challenge encouraging consumers to share their experiences using the #FindYourCHAGEEPlaydate hashtag, extending the campaign beyond the physical pop-up.

CHAGEE has also tapped Cheung to develop the campaign's illustrated world, bringing a local creative lens to the launch. Known for whimsical illustrations inspired by food, city life and everyday moments, Cheung's work draws on themes of sunshine, friendship and playfulness.

Her illustrations extend across limited-edition merchandise including embroidered magnets, a jelly pouch and a mini digital camera, designed to carry the campaign's playdate concept beyond the activation itself.

The campaign accompanies CHAGEE's new seasonal chrysanthemum series, which includes a milk tea and brewed tea. The drinks pair Hangzhou white chrysanthemum with golden peony black tea, giving the brand a product anchor for the broader campaign without making the launch solely about the beverage.

Lawrence Wen, CEO of CHAGEE Singapore, said the brand wanted to take a familiar flavour and give it a more contemporary and playful expression.

"We took a nostalgic classic every Singaporean loves and infused it with a fresh, playful energy. This drink is a reminder to step away from your desk, meet up with an old friend, and embrace a moment of pure joy," said Wen.

The playdate push follows another recent CHAGEE campaign that similarly looked beyond the drink itself, with the tea brand teaming up with literary classic The Little Prince in September for the launch of its matcha series in Singapore.

The collaboration brought The Little Prince across CHAGEE's stores, cups and limited-edition merchandise, giving the matcha launch a cultural hook built around nostalgia. The campaign tapped into themes of innocence, friendship and appreciating what matters, positioning a cup of matcha as a reason to slow down amid a fast-paced day.

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