CHAGEE milk tea debuts pop-up ahead of grand launch

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Honestly, in a country as utterly obsessed with milk tea as the Philippines, you might think there’s simply no room left for a new player. Every corner, every mall, it seems a new favorite pops up, each promising the next sweet fix.

So, when I first heard about CHAGEE, the global tea powerhouse, finally arriving on our shores, my immediate thought, my burning question, was pretty simple: “Okay, but what’s different about this one?” That was my mindset as I approached their highly anticipated debut, genuinely eager to see how they’d carve out their space.

What I discovered, after chatting with their team, was beyond a marketing pitch. It was a compelling philosophy. That their milk tea isn’t about a quick gulp on the go. It’s less a beverage, more an experience. It’s meant to be savored, to genuinely invite you to linger, a deliberate, calming pause in your day. And yes, a crucial bonus that feels particularly relevant these days, it’s pitched as genuinely healthier.

And let me tell you, that promise truly came alive the moment I took my first sip of their globally best-selling BO·YA Jasmine Green Milk Tea. Unlike the usual sugar-laden concoctions we’re so accustomed to, this wasn’t a race to the bottom of the cup. Its elegantly nuanced sweetness encouraged me to slow down, to truly taste the delicate tea itself. It proudly asserts its identity as a tea, pure and simple, a refreshing departure from those overly sweet mixes often masquerading as the real deal.

This unique philosophy is exactly what CHAGEE brought to life at their 7-Day Power Up Challenge, a dynamic, wellness-themed pop-up event that officially kicked off on Monday, July 7, at SM North EDSA’s The Block Atrium. Running until July 13, this vibrant pre-launch is a full immersion into the CHAGEE difference.

The event drew significant attention, with a notable presence of social media influencers and local celebrities. I, too, had the pleasure of participating in the pop-up’s engaging activities, which included mini-golf, basketball, and giant bowling.

Across its more than 6,000 stores worldwide, spanning China, the United States, Malaysia, Singapore, Indonesia, and Thailand, CHAGEE has cultivated a loyal following. The Philippines marks its fifth stop in Southeast Asia.

Beyond the complimentary tea, the 7-Day Power Up Challenge offers Filipinos the chance to participate in games, win exclusive prizes and merchandise, and understand the appeal of what has become a global tea phenomenon.

The event serves as a prelude to CHAGEE’s grand launch in August, when its first official tea bars will open at SM North EDSA (Quezon City), Robinsons Galleria (Ortigas Center), and Venice Grand Canal (Taguig City). These upcoming locations are designed as stylish spots blending minimalist elegance with traditional tea culture, inviting patrons to pause, sip, and truly stay awhile.

As the 7-Day Power Up Challenge continues its run, it’s clear CHAGEE is challenging the very idea of what milk tea can be. Get ready, Philippines, because the game has officially changed. The rest? They’re just selling milk.

More photos here.