CHAGEE Drives Growth in Asia Pacific with Innovation and Health
MWN-AI** Summary
Chagee Holdings Limited (NASDAQ: CHA) is making significant strides in the Asia Pacific region, emphasizing expansion, product innovation, and health certifications that enhance its reputation as a premier modern tea brand. With a focus on connecting cultures through tea, Chagee has rapidly expanded its footprint, launching in key markets like Indonesia, the Philippines, and Vietnam alongside established locations in Singapore, Malaysia, and Thailand. As of late 2025, Chagee operates over 7,300 tea houses, adding 300 new locations in Q3 alone, with overseas Gross Merchandise Value (GMV) soaring 75.3% year-over-year.
Malaysian operations have reached a milestone with the opening of the 200th outlet in Bukit Bintang, while the Philippines’ launch has drawn enthusiastic crowds. Chagee is also setting new standards in hospitality by introducing Southeast Asia’s first pet-friendly tea house and the world's highest tea bar in Bangkok.
Chagee ties its product innovation to cultural engagement, exemplified by unique offerings like the Orchid Biluochun Milk Tea for Singapore’s SG60 celebrations and a successful collaboration with POP MART for a limited-time Green Grape Milk Tea in multiple markets. The company's dedication to health is evident through pioneering initiatives in Malaysia, earning the Healthier Dining Programme logo and Halal certification in Indonesia.
Inclusivity and community commitment are further highlighted by the opening of the Signing Store catering to Deaf and hard-of-hearing customers, showcasing Chagee’s holistic approach to modern tea culture. The successful launch of CHAGEE Pagoda House merges retail and heritage, promoting cultural workshops and local art. With a growing global membership of 222 million, Chagee’s operational excellence reflects confidence and strong franchisee support, underscoring its innovative and inclusive business model in the tea industry.
MWN-AI** Analysis
Chagee Holdings Limited (NASDAQ: CHA) is on an impressive upward trajectory within the Asia Pacific market, making strategic maneuvers that blend innovation, cultural engagement, and health-conscious offerings. With over 7,338 tea houses globally and a remarkable 75.3% year-on-year growth in gross merchandise volume (GMV), Chagee's expansion strategy appears robust. Investors should closely monitor the company as it increasingly positions itself as a leader in both traditional tea culture and contemporary lifestyle experiences.
The company's commitment to health and inclusivity can be seen through its pioneering health certifications, such as the Healthier Dining Programme in Malaysia and Halal certification in Indonesia. This dedication to health aligns with growing consumer preferences for healthier beverage options and could broaden Chagee's customer base. Furthermore, initiatives like the Signing Store, which caters to the Deaf and hard-of-hearing community, showcase Chagee’s social responsibility and innovative thinking.
The company's localized product offerings, rooted in cultural significance—like Singapore’s Orchid Biluochun Milk Tea and Malaysia's BO·YA Jasmine Green Milk Tea—demonstrate effective marketing strategies that resonate with regional consumers. This focus on cultural relevance not only enhances customer loyalty but also creates a unique brand identity that differentiates Chagee from competitors.
Moreover, café-style teahouses promoted through cultural events can drive traffic, building community and brand affinity. The opening of Southeast Asia's first pet-friendly tea house further emphasizes Chagee’s creative approach to hospitality.
Considering the combination of rapid expansion, cultural integration, and commitment to health, Chagee appears poised for continued growth. Investors seeking exposure in consumer stocks should consider adding Chagee Holdings to their portfolios as it embodies a forward-thinking approach in a burgeoning market. Balancing tradition with modern demands, Chagee could very well redefine the tea industry landscape across Asia Pacific and beyond.
**MWN-AI Summary and Analysis is based on asking OpenAI to summarize and analyze this news release.
SHANGHAI, Dec. 18, 2025 (GLOBE NEWSWIRE) -- Chagee Holdings Limited (NASDAQ: CHA) (“Chagee” or the “Company”), a leading premium tea drinks brand serving healthy and delicious freshly-made tea drinks, today announced a comprehensive overview of its recent Asia Pacific achievements, highlighting expansion, product innovation, and industry-first health certifications that reinforce the company's position as the region's premier modern tea culture brand.
"At Chagee, everything we do is rooted in connection — connecting people with tea, with culture, and with one another," said Junjie Zhang, Founder, Chairman of the Board, and CEO of Chagee. "Our Asia Pacific expansion represents more than geographic growth; it's about creating meaningful spaces where traditional tea culture meets modern lifestyle experiences – and, in a healthy way."
Rapid Market Expansion and Cultural Integration
Chagee's Asia Pacific footprint expanded dramatically in 2025, with successful launches in Indonesia, the Philippines and Vietnam joining established markets across Singapore, Malaysia, and Thailand. The company now operates over 7,338 tea houses globally, adding 300 net new locations in Q3 alone, with overseas GMV surging 75.3% year-over-year to RMB 300.3 million.
Malaysia emerged as the flagship international market, celebrating its 200th tea house opening at Bukit Bintang WOLO in October. The Philippines launch generated exceptional enthusiasm, with the grand opening on August 29th drawing massive crowds while the introduction of Southeast Asia's first pet-friendly tea house in December is setting new standards for inclusive hospitality.
Thailand marked a historic milestone with the opening of the world's highest tea bar at King Power Mahanakhon's 74th floor in October, offering guests an unparalleled tea experience against Bangkok's stunning skyline.
Linking Product Innovation with Celebration
The company's localization strategy achieved remarkable success through culturally-inspired product launches and strategic collaborations. Singapore's SG60 celebrations featured the exclusive Orchid Biluochun Milk Tea, crafted specifically for the nation with delicate notes of orchid, chestnut, and jasmine, accompanied by the "Where We Bloom" campaign celebrating Singapore's heritage.
The September collaboration with POP MART's beloved character Hacipupu introduced the limited-time Green Grape Milk Tea across four markets, achieving an unprecedented cup share on launch day in Malaysia. Singapore stores averaged over 500 cups daily during the campaign's inaugural week.
Malaysia's Telepuk-inspired cultural campaign and the award-winning BO·YA Jasmine Green Milk Tea, which won Best Natural/Organic Beverage at the 2025 World Beverage Innovation Awards, demonstrates Chagee’s commitment to authentic cultural connection through premium tea experiences.
Setting Industry Standards for Health and Inclusivity
Chagee achieved several industry firsts in health certification and social responsibility. In Malaysia, the company became the first freshly prepared beverage tea chain to earn the Healthier Dining Programme (HDP) logo from the Ministry of Health, with certified beverages meeting strict nutrient criteria including sugar content of 5 grams per 100 milliliters or less.
Indonesia marked another milestone with official Halal certification from the Halal Product Assurance Organizing Agency (BPJPH), ensuring strict oversight across the entire supply chain and reinforcing the company's commitment to serving diverse communities with confidence.
Singapore's groundbreaking Signing Store at NUS, operated by Deaf and hard-of-hearing baristas in partnership with SG Enable and the Singapore Association for the Deaf, represents Southeast Asia's first inclusive tea experience of its kind, featuring specially designed acoustic environments and interactive sign language education. The company recently opened a second Signing Store in November, the first in Vietnam.
Heritage-Inspired Experiences and Commitment to Community
The launch of CHAGEE Pagoda House in Singapore's historic Chinatown introduced the brand's first tea-and-retail concept, blending heritage design with contemporary community spaces. The store features exclusive Singapore merchandise, cultural workshops and calligraphy sessions, and a hand-painted mural celebrating the meeting of cultures and generations.
The company's registered membership reached 222 million globally, representing 36.7% year-over-year growth, while maintaining an exceptionally low store closure rate of just 0.3% for three consecutive quarters, reflecting strong franchisee confidence and operational excellence.
Chagee’s commitment to being an exceptional employer earned prestigious recognition including Malaysia's HR Asia Best Companies to Work for in Asia 2025 award and Singapore's NS Mark Gold status, joining only one other leading global beverage company at this tier.
About Chagee
Chagee is a leading premium tea drinks brand, serving healthy and delicious freshly-made tea drinks. Founded in 2017, Chagee has transformed traditional tea culture into a modern lifestyle experience, leveraging cutting-edge technology and innovative branding. With its commitment to quality, innovation, and cultural connection, Chagee continues to reshape the global tea industry.
Contact
Media Contact:
Brad Burgess
Chagee.PR@icrinc.com
A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/92a36eb3-e7f3-40c4-bcf9-9429684c7997
FAQ**
How does Chagee's expansion in Southeast Asia, particularly in markets like the Philippines and Vietnam, position it in relation to competitors such as China Telecom Corp Ltd ADS CHA within the beverage industry?
In what ways does Chagee's health certifications, like those achieved in Malaysia, differentiate it from other brands like China Telecom Corp Ltd ADS CHA focusing on social responsibility and wellness?
What role does Chagee's localization strategy play in its brand identity compared to other companies like China Telecom Corp Ltd ADS CHA, especially in culturally diverse markets?
Can you elaborate on how Chagee's recent product innovations and cultural collaborations impact its market share against larger enterprises like China Telecom Corp Ltd ADS CHA in the beverage sector?
**MWN-AI FAQ is based on asking OpenAI questions about Chagee Holdings Limited (NASDAQ: CHA).
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