CHAGEE rolls out tea on wheels for fans with pets in tow

CHAGEE is taking its tea experience beyond its stores and into Singapore neighbourhoods, using pets, collectibles and consumer voting to build a more community-led brand experience.

The tea brand has launched "Pet adventure camp", its first pet-friendly experience in Singapore, with a mobile CHAGEE tea truck stationed along Orchard Road from 7 August to 30 October 2026. After its Orchard Road stint, the truck will tour other neighbourhoods, with consumers invited to vote on where it should go next.

The activation is designed to give pet owners a reason to spend more time with the brand, rather than simply pick up a drink. Visitors can collect their CHAGEE beverages from the truck before exploring a pet-focused experience featuring a shaded 'Basecamp' for people and their pets, a 'Refresh corner' for furkids and an 'Explorer's point' photo spot.

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The truck's mobility is also central to the campaign. From September, consumers can comment on CHAGEE's social channels with the neighbourhoods they want the truck to visit, turning the next stop into a community-driven decision.

At the same time, CHAGEE is tapping into collectible culture with an exclusive pet collection available at the activation. The lineup includes picnic mats and foldable chairs, as well as Singapore-exclusive 'Paws plush pendant' blind boxes and 'Pet pin' bundles.

The brand will also use the space to create reasons for consumers to return. On selected weekends in September and October, 'Explorer's point' will host pet-friendly workshops and giveaways, with details to be announced on CHAGEE's social channels.

"We have always been a place to slow down over a cup of tea. With 'Pet adventure camp', that moment now includes the furkids who mean just as much to our customers, providing a chance to rest, recharge, and be present with the ones you love," said Lawrence Wen, CEO of CHAGEE Singapore.

"By letting our community choose where the CHAGEE truck travels next, we hope it becomes part of neighbourhoods across Singapore," he added.

The activation builds on CHAGEE's recent use of collectibles and physical experiences to deepen consumer engagement. In July, the brand launched its "Bes-tea brew crew" campaign ahead of International Friendship Day, introducing six limited-edition plushies based on different friendship personalities.

The campaign combined collectible merchandise with retail activations, social media participation and loyalty rewards, including life-sized Brew Crew installations at selected CHAGEE outlets. Consumers could also collect, trade and gift the plushies, with hand-holding designs reinforcing the campaign's focus on connection and friendship.

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