Global modern tea brand CHAGEE has entered the South Korean market, pitching tea’s natural flavor and an in-store experience as an alternative in a coffee-dominated beverage scene.
CHAGEE on April 28 held a media day at its Gangnam flagship store in Seoul to outline its Korea launch and brand strategy. Kim Jwa-hyeon, CEO of CHAGEE Korea, and Kim Jeong-hee, the company’s chief marketing officer, presented the brand’s philosophy, products and store concept.
The company says its mission is to “connect people through a good cup of tea,” positioning itself as a modern take on premium tea. Founded in China’s Yunnan province in 2017, CHAGEE now operates about 7,000 stores across China, Southeast Asia and the United States, among other markets.
Kim Jwa-hyeon said the company sees growing interest in tea as more than a drink. “There is a growing trend to expand tea into an everyday experience,” he said, adding that South Korea’s high expectations for quality and experience align with CHAGEE’s direction.
CHAGEE will open three stores simultaneously on April 30: the Gangnam flagship, a Sinchon location and a store at Yongsan’s I’Park Mall. The company said the Gangnam store will concentrate the brand experience, Sinchon will target younger consumers, and Yongsan will serve as a hub for a broader customer base.
CHAGEE said its product strategy centers on “the natural flavor of tea,” led by milk tea made with tea brewed in-store and fresh milk. It is emphasizing balance over intense sweetness. Kim Jeong-hee said the company designed “the entire process — from selecting tea leaves to extraction to drinking — as a single experience.”
The Gangnam store is built around a tea bar and is designed for customers to stay and drink, rather than focusing only on takeout. The company said it incorporated Korean architectural elements and collaborations with artists to reflect local sensibilities.
For now, CHAGEE will operate directly run stores. Kim Jwa-hyeon said the company will focus first on managing customer touchpoints and delivering a consistent brand experience, adding that franchising will be considered later depending on market response.
At the stores, drinks were priced at 4,900 to 5,600 won for regular sizes and 5,600 to 6,600 won for large sizes. The menu will initially follow global standards, with localized items to be introduced later to reflect Korean tastes, the company said.
CHAGEE said it is prioritizing experience-led growth over short-term buzz. Under the message “Real Tea, Real Moments,” it plans to encourage organic expansion through store experiences and customer engagement.
“I believe in the power of a cup of tea, and we will sincerely share that experience with Korean consumers,” Kim Jwa-hyeon said. “I ask for your interest and expectations for the journey CHAGEE will build in Korea.”
* This article has been translated by AI.
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