CHAGEE serves up Indonesian flavours, craftsmanship for Independence Day

CHAGEE is marking Indonesia’s Independence Day with two localised initiatives: a limited-edition drinks menu inspired by Indonesian flavours and a merchandise collaboration with Bali-based lifestyle brand Pithecanthropus.

To mark the occasion, the tea brand launched a film titled "Wonders of the archipelago", highlighting how the collaboration brings together tea culture and Indonesian craftsmanship through flavours, patterns and everyday products.

The Pithecanthropus collection draws on tea heritage and Indonesian craft traditions, incorporating motifs including the horse, Camellia sinensis flower, chrysanthemum and traditional pandan-leaf weaving. The collection includes scarves, bags, embroidered pins and horse charms.

Don't miss: CHAGEE's Indonesia playbook: scaling tea culture across Jakarta and Bali

“When we first came to Indonesia, our goal was never simply to open outlets. We wanted to truly become part of the community here. That commitment has shaped every step we have taken, from involving local artists in murals at our outlets and ensuring all our products are halal-certified, to working with craftspeople and designers who understand the culture,” said Adinda Yozari, general manager, CHAGEE Indonesia.

“Our collaboration with Pithecanthropus is the latest expression of that commitment. We hope this collaboration demonstrates that, for CHAGEE, being present in Indonesia is a commitment to continuing to connect with the local community and culture.”

Alongside the collaboration, CHAGEE has introduced two seasonal drinks featuring pandan, coconut and gula malaka.

The Pandan Coco Lapsang Souchong Milk Tea combines pandan and coconut milk with Lapsang Souchong black tea and gula malaka, while the Pandan Coco Glutinous Green Milk Tea pairs coconut and pandan with Glutinous Green Tea for a roasted aroma and lighter finish.

Three bakery items - Jasmine Oolong Cookie, Pandan Coco Palm Cake and Osmanthus Choux - are also set to join the seasonal range later this month.

The campaign builds on CHAGEE’s localisation efforts since entering Indonesia in April 2025. Its Jakarta flagship features a mural by Indonesian artist Rachel Ajeng, while its Bali outlets have been developed with local Balinese craftspeople. Store designs in Surabaya and Bandung also draw on the architectural heritage of each city.

CHAGEE currently operates 50 outlets in Indonesia, with local employees across its teams. Its products in the country are halal-certified.

The brand operates in Indonesia through a joint venture between CHAGEE and Era Boga Nusantara under Erajaya Food & Nourishment.

Discover what's next in Indonesia's fast-moving digital landscape at DMA Indonesia 2026 on 13 October in Jakarta, where marketing leaders will explore how AI, creator ecosystems, social commerce, and omnichannel strategies are reshaping customer engagement and business growth.

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