Eugene Lee steps into expanded APAC role at CHAGEE

CHAGEE APAC has expanded the remit of its vice president, chief marketing officer (CMO), with Eugene Lee (pictured) taking on oversight of government affairs and public relations alongside his existing branding and marketing portfolio, effective 1 January 2026.

The move reflects the Chinese tea brand’s continued expansion across the region, as well as a strategic decision to bring brand, reputation, and stakeholder engagement under a single leadership structure. According to Lee, the expanded role was a joint decision between himself and management as CHAGEE scales across APAC.

“As CHAGEE continues to grow, we saw a clear opportunity to bring all brand- and reputation-related functions under one leadership umbrella,” Lee told MARKETING-INTERACTIVE. “The objective was simple, to drive tighter synergy, encourage more open collaboration, and ensure that no matter who we’re speaking to, customers, partners, media, or government stakeholders, we always show up as 'One CHAGEE'.”

While government affairs and PR are often linked to marketing, Lee acknowledged that the expanded portfolio requires a different leadership lens. He described the role as balancing the harder levers of branding and marketing with the softer, but equally critical, world of public relations and stakeholder engagement. “That’s exactly what excites me,” he said. “The fundamentals of leadership don’t change, setting clear strategy, aligning on a shared game plan, and ensuring strong coordination across teams.”

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Lee added that fragmented narratives between marketing and PR are a common challenge in growing organisations. “I see my role as traffic control, ensuring branding, marketing, and PR are constantly aligned and moving in the same direction, so that one plus one, plus one, truly becomes 5.”

He also brings a commercial perspective to the function, noting that strategic communications can act as a business enabler, from trust-building to long-term brand value creation. “PR is sometimes viewed as ‘fluffy’ because outcomes can be harder to measure, but even in the early stages of our three-year strategy, I’ve seen clear opportunities where communications can meaningfully support the business,” he said.

Working closely with Lee is Katrina Khoe, regional communications manager at CHAGEE, who continues to lead the day-to-day execution of government affairs and PR across markets. Khoe described the portfolio as broad in scope, but anchored by three priorities, brand protection, trust-building, and long-term growth. “On the government and public affairs side, it’s about setting regional strategy, guiding how we engage regulators and public stakeholders, and helping local teams navigate complex environments with sound judgement,” she said. “Every market is different, so consistency and context matter more than rigid rules.”

On the PR front, Khoe added that the team is responsible for shaping CHAGEE’s narrative across APAC, managing reputation and issues, and ensuring credibility with media, partners, and the public. This includes crisis preparedness, leadership counsel, and amplifying campaigns through storytelling and media engagement. “We’re also deeply involved in bringing the creative side of the brand to life, from product launches and IP collaborations to cultural projects and brand moments that people genuinely enjoy engaging with,” she said.

For Lee, success in the expanded role is defined by both visibility and resilience. “Government affairs and PR play two critical roles, brand recognition at the top, and brand protection at the bottom,” he said. “When our customers, industry peers, and government stakeholders recognise CHAGEE as a trusted and credible partner across markets, that’s success.”

He added that effective issue management, particularly across diverse regulatory environments, would also be a key measure of progress. “On the protection side, quite frankly, no news is good news.” Ultimately, Lee said aligning branding, marketing, government affairs and PR under one leadership structure allows CHAGEE to move faster, speak with one voice, and build a more resilient brand across APAC. “This integration helps us show up with clarity and cohesion, internally and externally, as we continue to grow.”

Back in April 2025, CHAGEE had named Eugene Lee as its vice president and chief marketing officer for APAC, as the modern tea brand accelerates its international expansion efforts. In the role, Lee was tasked oversee brand and business growth across the region, focusing on ensuring a cohesive brand identity while tailoring localisation strategies for diverse new markets. As a part of the global leadership team, Lee reports directly to CHAGEE’s APAC CEO and global CMO.

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