CHAGEE sticks Malaysian pride onto fridges with new magnet series

CHAGEE Malaysia is turning the country's cultural heritage and destinations into collectible keepsakes, with a fridge magnet series created to promote local tourism.

Created in collaboration with Tourism Malaysia, the "Treasures of Malaysia" series is a blind box collection of 14 fridge magnets inspired by Malaysia's states and federal territories. The magnets’ design feature iconic landmarks alongside lesser-known cultural treasures, flora and fauna. 

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The brand described itself as a nationwide, consumer-facing platform that can localise experiences through products, merchandise and campaigns, making destination stories and cultural insights more visible and relevant to Malaysians.

For this campaign specifically, CHAGEE aims to turn local stories, cultural heritage and destinations into youth-facing "discovery moments" that spark appreciation, exploration and Malaysian pride. 

The magnets are available nationwide from 30 September at CHAGEE outlets. Customers are invited to buy one magnet as part of a bundle with a selected large CHAGEE Milk Tea, while an exclusive collection box containing all 14 designs is sold separately at the à la carte price.

Pairing the blind box with a drink ties the collectible to an everyday purchase, while the full box gives completists and collectors a way to skip the guesswork.

The campaign is the latest in the brand’s push to localise its brand in Malaysia, its first overseas market, where it entered in 2019. The brand continued to grow its presence in the country, opening its first global flagship store outside China at WOLO Hotel in Bukit Bintang last October, as its Malaysian outlet count passed 200. 

While originally from China, the brand has continued building a localised presence through releases such as “Treasures of Malaysia”. It has also previously partnered with Malaysian clothing brand Pestle & Mortar Clothing on a limited-edition collection that blends tradition and streetwear. 

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