{"id":47942,"date":"2025-09-25T10:50:59","date_gmt":"2025-09-25T10:50:59","guid":{"rendered":"https:\/\/daoinsights.com\/?p=47942"},"modified":"2025-09-30T11:26:45","modified_gmt":"2025-09-30T11:26:45","slug":"how-chagee-has-risen-to-international-success-in-just-eight-years","status":"publish","type":"post","link":"https:\/\/daoinsights.com\/works\/how-chagee-has-risen-to-international-success-in-just-eight-years\/","title":{"rendered":"How Chagee has risen to international success in just eight years\u00a0"},"content":{"rendered":"\n

In the past decade, China has witnessed an explosion of \u2018new-style tea\u2019 brands, transforming a centuries-old tradition into a booming modern lifestyle trend that stands to rival coffee culture in scale, influence and scope. <\/p>\n\n\n\n

One brand that\u2019s risen this wave to near-household-name status is Chagee (\u9738\u738b\u8336\u59ec). They came out of Yunnan \u2013 the heart of the old Chinese tea trade \u2013 and in just eight years are doing the kind of numbers that most companies take decades to achieve: 6,440 stores globally, annual revenue of RMB 12.41 billion (USD 1.7 billion), 300 million sales of their signature jasmine milk tea in 2024 alone.\u00a0<\/strong><\/p>\n\n\n\n

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Chagee’s famous Jasmine tea. The text below introduces the drink to Rednote, saying, ‘1.2 billion tea lovers have gotten to know me.’ Image: Rednote\/Chagee<\/sub><\/figcaption><\/figure>\n\n\n\n

Even more stunning are the humble beginnings of the company\u2019s founder Zhang Junjie who, orphaned at age ten, taught himself to read while working twelve-hour days at a milk tea store, then took over a failing tea shop and grew it to what we now know as Chagee, making himself a billionaire by 30.  <\/p>\n\n\n\n

But the Chagee success story is down to more than one man\u2019s drive. On their rapid rise they\u2019ve honed a marketing strategy that\u2019s at once simple and very effective.  <\/p>\n\n\n\n

Don\u2019t compromise on product <\/h3>\n\n\n\n

Chagee was a big hit on the Chinese market because it kept things simple: just fresh tea leaves, milk and sugar. Using fresh tea leaves was important as it brought Chagee success in positioning itself as a healthier alternative to the competition. Around this ethos, they built a small range of key products and framed them as must-try items.  <\/p>\n\n\n\n

As the brand grew, they stuck to their formula \u2013 even when it came to international expansion. What was a signature flavour became a unique flavour, one that stood out against the backdrop of salted cheese foams and high-sugar brews that the rest of the Asian market was putting out.  <\/p>\n\n\n\n

Chagee know collaboration is key <\/h3>\n\n\n\n

Chagee picked Malaysia as their first point of international expansion. To get in front of local consumers they partnered with wickedly popular Malay sports star Lee Chong Wei. Alongside Lee\u2019s endorsement they collaborated on a range of teacups with pride-of-the-nation pewterware brand Royal Selangor, successfully aligning themselves with luxury. <\/p>\n\n\n\n

\n
\"Chagee<\/figure>\n\n\n\n
\"Chagee<\/figure>\n
Another Chagee collaboration, this time with Chinese tennis star Zheng Qinwen. Image: Rednote\/Chagee<\/sub><\/figcaption><\/figure>\n\n\n\n

Tea brands aren\u2019t strangers to this kind of strategy \u2013 collaboration is pretty much the cornerstone of HEYTEA\u2019s marketing. Whereas HEYTEA neatly co-opts the spotlight from trending IPs and celebs<\/a>, Chagee successfully manages to share in the attention of what you might call \u2018legacy\u2019 figures: icons, whose shine is long-standing and unlikely to be diminished. As a result, Chagee gives itself vast amounts of credibility. You could also argue this marketing strategy brings them a \u2018legacy\u2019 image well beyond their years.  <\/p>\n\n\n\n

Chagee leverage the attention economy <\/h3>\n\n\n\n

The social-media economy with its flash-in-the-pan viral moments isn\u2019t one Chagee ignored. When they sought social-media engagement, they did so best by tapping into viral trends: blind-box offerings serve as a prime example.  <\/p>\n\n\n\n

Blind boxes are a popular packaging method going back to Pok\u00e9mon cards and probably before. The idea goes that you box up a random assortment of offerings \u2013 in Chagee\u2019s case, tea \u2013 and sell them as a surprise. Consumers don\u2019t know what they\u2019re getting until they open the box. Pop Mart also saw some success packaging products for the Chinese market this way. In both cases, online engagement was massive.  <\/p>\n\n\n\n

Another of Chagee\u2019s big social media success stories would follow the ethos of their product range by keeping things simple. In this case they simply opted for novelty: offering one-litre teas. Then, when the concept had whipped up the attention of netizens on Rednote and Weibo, they doubled down on past successes to offer one-litre blind boxes and created even more of a storm.  <\/p>\n\n\n\n

Social media\u2019s spotlight doesn\u2019t last long, but when it shines on you, make it count.  <\/p>\n\n\n\n

Be yourself  <\/h3>\n\n\n\n
\n
\"\"<\/figure>\n\n\n\n
\"\"<\/figure>\n<\/figure>\n\n\n\n

In a market dominated by playful, light-hearted branding, Chagee stands out by blending heritage and modernity. Its branding draws on Chinese tradition \u2013 muted tones, minimalist design, and elegant motifs \u2013 offering a refined alternative to the competition.  <\/p>\n\n\n\n

This allowed Chagee to position itself as a luxury tea, a market it opened and expanded itself rather than won from its rivals. That luxury image got Chagee the Royal Selangor collaboration that launched it in Malaysia. It also landed Chagee spots in K11 malls when it expanded into the rest of Southeast Asia.  <\/p>\n\n\n\n

At the same time, Chagee keeps its offerings accessible to everyday consumers: core drinks remain affordably priced, those signature flavors don\u2019t change. Balancing aspirational luxury and affordability allows the brand to appeal to both trend-conscious youth and more discerning tea lovers, securing it a unique spot in the booming new-style tea market. <\/p>\n\n\n\n

Chagee’s recipe for lasting success <\/h2>\n\n\n\n

Chagee\u2019s ability to astutely align themselves with luxury markets, leveraging strategic collaborations and social media fame has worked so far. The fact that they worked in a Chinese market already saturated with tea brands, and Asian markets with differing tastes is as much a testament of smart marketing as it is product.  <\/p>\n\n\n\n

This year Chagee opened its first U.S. store in Los Angeles. It also made public its plans to expand to 100 countries and regions<\/a>. Having conquered much of China and Southeast Asia, Chagee is now setting its sights further afield. Its next chapter is about proving that its formula \u2013 heritage, simplicity, and aspirational branding \u2013 can resonate beyond Asia\u2019s borders. <\/p>\n","protected":false},"excerpt":{"rendered":"

In the past decade, China has witnessed an explosion of \u2018new-style tea\u2019 brands, transforming a centuries-old tradition into a booming modern lifestyle trend that stands to rival coffee culture in scale, influence and scope.  One brand that\u2019s risen this wave to near-household-name status is Chagee (\u9738\u738b\u8336\u59ec). They came out of Yunnan \u2013 the heart of […]<\/p>\n","protected":false},"author":2,"featured_media":47951,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":true,"content-type":"","footnotes":""},"categories":[6],"tags":[69,62],"class_list":["post-47942","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-works","tag-industries-food-beverage","tag-news-marketing-branding","has-thumbnail"],"acf":[],"yoast_head":"\nLocal to global in eight years: behind the Chagee success story<\/title>\n<meta name=\"description\" content=\"Chagee has gone from local to global in just eight years. 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