How CHAGEE’s flagship strategy brews deeper ties in Malaysia

Chinese tea brand CHAGEE has unveiled its first-ever global flagship store outside China, marking a new milestone in its international expansion.

Located at the WOLO Hotel in Bukit Bintang, Kuala Lumpur, the opening reinforces the brand’s confidence in Malaysia, one of its most mature and successful overseas markets since first entering the country in 2019.

According to Eugene Lee, APAC chief marketing officer at CHAGEE, the global flagship represents both a celebration and a commitment. “The opening of our first global flagship store in APAC at WOLO, Kuala Lumpur is a huge milestone for CHAGEE in Malaysia and is a statement of our confidence in the market,” he said. “Malaysia was our first international market, and reaching 200 outlets this year reflects how far we’ve come in six years of serving Malaysian customers.”

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While flagship stores are often used by brands to anchor visibility, CHAGEE views them as essential to building meaningful brand experiences. Lee explained that the brand has always believed the best way to grow is through immersion. He said: 

Flagship stores showcase our brand at its very best.

“Across all markets we enter, we typically start with a flagship location so that our first batch of customers can truly appreciate what the brand stands for. It sets the benchmark for what they can expect as we expand further.”

Dressed in local culture

The WOLO outlet, however, takes things a step further. As the brand’s first global flagship, the store distinguishes itself through elevated design, scale, and investment. “From its size, space design, furniture, experience and even merchandise, global flagships are a step above our regular flagship outlets,” said Lee. "In Malaysia, we want this to be a must-visit destination for both local and international visitors.”

Our global flagships serve as a brand statement and brand icon for CHAGEE internationally.

Local culture plays a prominent role in CHAGEE’s flagship concepts, and WOLO is no exception. Staying true to the brand’s philosophy of integrating culture into every market it enters, the new space features bespoke collaborations with Malaysian artists AFI Studio, which partnered on the overall store design, and Charmaine Kamal, who hand-wove a wall mural that anchors the store’s interior.

“One of our core brand pillars is culture, and part of that is celebrating local creativity in every market we operate in,” said Lee. “Engaging with local designers helps us put a local touch and perspective into our space design.”

A show of commitment to Malaysia

Lee added that Malaysia will continue to play a central role in CHAGEE’s regional Asia Pacific strategy. “The opening of our global flagship store is a showcase of our continuous commitment to invest and grow here, creating more employment opportunities and fostering economic growth."

The grand launch of the WOLO global flagship will take place across three days this weekend, from 17 October to 19 October. To celebrate, CHAGEE is hosting a "Grand opening big big cup tear & win" event, giving customers a chance to win exclusive merchandise, with more surprises to be revealed in stores. 

"If you’re ever in the Bukit Bintang area, we’d love for customers to drop by, enjoy a cup of tea, take pictures, and celebrate CHAGEE’s heritage in Malaysia," added the APAC CMO.

Just in September, CHAGEE launched a flagship store on Lee Tung Avenue in Wan Chai, positioning Hong Kong as a strategic gateway for its international expansion.

Spanning some 11,000 square feet, the double-storey flagship blends retail, cultural experience and social space - part of the brand’s push to modernise traditional tea culture for a younger, global audience. The store’s design and offering reflect CHAGEE’s ambition to turn tea drinking into a lifestyle experience, not just a transaction.

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