Chenle of NCT Dream to headline CHAGEE Indonesia's Gandaria City launch

CHAGEE is turning to K-pop power to anchor its expansion in Indonesia, bringing NCT Dream’s Chenle to the grand opening of its Gandaria City outlet on 2 August 2025.

The event, which includes a fan meet and greet, marks Chenle’s official introduction as “Friend of CHAGEE,” a brand ambassador-like role, and reflects the company’s strategy of weaving pop culture with product experience.

“We’re preparing something truly special for CHAGEE fans in Indonesia, and who better to celebrate with than Chenle,” said Adinda Yozari, general manager of CHAGEE Indonesia, as quoted by Antara.

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More than 100 guests - including winners of CHAGEE’s promotional competitions - will be welcomed into a dedicated VIP zone during the opening.

Ahead of the flagship launch, CHAGEE is rolling out a string of activations aimed at fans of both tea and K-pop. Among the highlights is the “Surat untuk Chenle” campaign, which invites customers to pen personal letters to the idol on exclusive postcards. From 25 to 28 July, any purchase of a BO·YA Jasmine Green Milk Tea and a Peach Oolong Milk Tea (priced at IDR 96,000 or US$5.87) comes with a Chenle-themed postcard.

Customers can drop their messages at participating outlets, including locations at PIK Avenue, fX Sudirman, and Lotte Mall Jakarta. Selected letters will be read by Chenle during the event, and their senders will have a chance to win meet-and-greet access.

Additional tickets will be distributed via an Instagram giveaway on CHAGEE’s official account @chagee.id, starting 26 July. Limited-edition sticker sets featuring Chenle will also be available with the launch of a special product package in early August.

Originally from China, CHAGEE has grown its footprint across Southeast Asia through a mix of traditional tea craft, sleek store design, and youth-oriented campaigns. The expansion in Indonesia represents not only a local milestone but also a regional play to position the brand at the intersection of cultural relevance and lifestyle appeal.

CHAGEE officially debuted in Indonesia with the opening of its first store at PIK Avenue. A custom mural by local artist Rachel Ajeng anchors the space, illustrating tea’s historical journey - from ancient trade routes to present-day Indonesia - with visual nods to national icons such as Monas and the traditional kebaya.

On 18 July 2025, CHAGEE introduced its all-time bestseller, Peach Oolong Milk Tea, to Indonesian consumers. A blend of Fujian Golden Guanyin oolong and real peach juice, the drink has gained cult status across Singapore and Malaysia - and is now set to win over local tea lovers.

To mark the launch, CHAGEE kicked off the #PeachPerfect campaign, complete with eye-catching photo installations, pop-up experiences, and exclusive merchandise, including limited-edition tote bags, luggage tags, and card holders. Shoppers can redeem these items through purchase-based promotions at stores across Jakarta.

Fans are also encouraged to share their “peachy perfect” moments on social media to receive free drink upgrades. “This launch is more than just a new drink on the menu - it’s an invitation for Indonesians to pause, connect, and savour life’s everyday moments,” said Yozari.

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