CHAGEE steps beyond Jakarta with Bali debut and Southeast Asia-first beach concept

International tea brand CHAGEE has marked its first expansion beyond Greater Jakarta with the launch of two outlets in Bali, signalling a strategic move into destination-led retail and experiential brand-building.

The opening, held from 27 to 29 March, represents more than geographic growth. It positions Bali as a key market in CHAGEE’s Indonesia roadmap, following its debut at PIK Avenue in April 2025 and rapid expansion to 36 stores across Greater Jakarta.

“Bali is more than a destination. It is a place that brings people together, and that is the same spirit CHAGEE carries in every cup,” said Adinda Yozari, general manager, CHAGEE Indonesia. “We wanted our first step beyond Greater Jakarta to mean something. Bali felt right, not just as a market, but as a community we genuinely want to be part of. This is what CHAGEE Together means to us.”

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Experiential retail meets localisation

At the centre of the launch is CHAGEE SANDBAR at Discovery Mall Kuta – the brand’s first beach concept store in Southeast Asia. Designed as a social “third space,” the outlet blends CHAGEE’s modern tea positioning with strong local cultural integration.

The store features a hand-carved stone mural created by Balinese artisans, alongside merchandise displays incorporating locally sourced shells and natural materials. Brand storytelling elements are also embedded into the space, targeting both domestic and international foot traffic in one of Bali’s busiest retail corridors.

A second outlet at Trans Studio Mall Bali extends the concept into another high-traffic commercial hub, reinforcing CHAGEE’s dual-location strategy of visibility and accessibility.

This localisation-first approach reflects a broader shift in F&B branding, where global chains are increasingly embedding cultural nuance into store design to drive relevance and dwell time.

Launch momentum driven by experience and fandom

To amplify its market entry, CHAGEE leaned into experience-led activation. The opening weekend featured ribbon-cutting ceremonies, guided tastings, and an interactive “CHAGEE By The Beach” pop-up designed to introduce the brand’s product and philosophy.

A celebrity appearance by HYOYEON of Girls’ Generation further boosted footfall, highlighting CHAGEE’s use of fandom and pop culture to drive awareness in a competitive beverage market.

At its core, CHAGEE continues to position itself as a Tea Bar – a “third space” concept that sits between home and work, where consumers can slow down and connect.

Its Bali menu features core offerings such as BO·YA Jasmine Green Milk Tea, Peach Oolong Milk Tea, and Da Hong Pao Brewed Tea. All drinks are made to order using whole tea leaves and fresh dairy, with halal certification ensuring broad consumer accessibility in Indonesia.

The brand is also set to introduce a Bali-exclusive merchandise line in Q2 2026, featuring tropical design elements such as hibiscus motifs and the Jalak Bali bird – extending its brand experience into lifestyle territory.

Community-first market entry

Beyond retail and marketing, CHAGEE is positioning its Bali expansion as a long-term community play. The stores are staffed by local hires, while design and build processes involved collaboration with Balinese craftspeople.

“We recognise that we are joining a community with deep traditions and strong values,” added Yozari. “Our goal is to become part of the everyday moments that bring people together in Bali.”

With more than 7,000 stores globally as of March 2026 and a growing footprint across Southeast Asia, CHAGEE’s Bali move underscores a broader strategy: pairing rapid expansion with culturally grounded, experience-led retail formats.

Be part of PR Asia Indonesia 2026 on 15 July 2026 – the first time this regional communications flagship lands in Jakarta – bringing together communications leaders ready to redefine influence, reputation, and impact!

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