Global tea brand Chagee has opened its first three stores in the Philippines, located at SM North EDSA, Robinsons Galleria, and Venice Grand Canal Mall. Leading the launch is its best-selling Bo·Ya Jasmine Green Milk Tea, a signature drink that has already sold more than 600 million cups worldwide.
Global tea brand Chagee has opened its first three stores in the Philippines, located at SM North EDSA, Robinsons Galleria, and Venice Grand Canal Mall. Leading the launch is its best-selling Bo·Ya Jasmine Green Milk Tea, a signature drink that has already sold more than 600 million cups worldwide.
Made from premium tea leaves grown in the Yunnan high mountains and paired with Arla milk, Bo·Ya is crafted with no artificial flavoring or sweeteners.“We are not a bubble tea brand. Another thing we also want to highlight is there’s no artificial flavoring in our drinks. So we rest assure that whatever you drink is all natural, high-quality ingredients and it is really designed for the health conscious,” said Katrina Khoe, Chagee APAC head of public relations, during an exclusive media preview.Apart from Bo·Ya, Filipino customers can now try Chagee’s lineup of international favorites, including Da Hong Pao Milk Tea, Osmanthus Oolong Milk Tea, Lapsang Souchong Black Milk Tea, and Glutinous Green Milk Tea.Entering the Philippine market comes with challenges. According to Natasha Besquillo, Chagee Philippines brand and marketing lead, “Filipinos have such a coffee drinking culture. That’s one thing that we see as a challenge.”Jonathan Ng, Chagee APAC head of government and public relations, added, that they see Filipinos as “very discerning consumers.”“Filipinos look for exceptional quality products and so we have to ensure that we maintain the consistency, high quality of our products that we serve in other countries as well, as well as the quality of the service and experience. So it’s a more holistic experience that the Filipino consumer can enjoy. I think also there’s a lot of competition. We are entering a market that we know has very high competition and we are going to do our best to make sure that we meet the expectations of our customer,” Ng said.Chagee’s new Tea Bars in Manila feature minimalist, modern interiors with warm natural elements, designed as calming spaces for tea appreciation and social connection.To mark its opening, Chagee launched a “Tear and Win” promo running until today, August 31, where customers purchasing a large fresh milk tea can win instant prizes including iPhones, Jo Malone perfumes, limited-edition merchandise, and even a Louis Vuitton Speedy bag. Bundle deals are also available, such as two large Bo·Ya asmine Green Milk Teas for P165 and one Bo·Ya Jasmine Green Milk Tea with one Da Hong Pao Milk Tea for P169 .Despite its global reach, the company emphasized staying true to tea traditions.“Our machines stay true to ensuring that each tea leaf is brewed at the temperature and the time that it’s supposed to. We take reference from what has been done traditionally, making sure that whatever that we do gives off the best flavor for that tea. So that’s how we ensure that the tea tradition is always kept infused within our operations while making it more innovative and also more efficient for our machines,” said Khoe.With its Manila debut, Chagee aims to carve a space in the Philippines’ competitive beverage scene by blending heritage, innovation, and a tea-drinking experience designed for today’s discerning consumers.
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