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In a bid to shift the well-loved Filipino habit of saying “Let’s grab a cup of coffee” to “Let’s grab a cup of CHAGEE,” the premium Chinese milk tea brand officially opened its first three branches today, August 29, at SM North EDSA and Robinsons Galleria in Quezon City, and at Venice Grand Canal Mall in Taguig City.
Just before the ribbon was cut at the SM North EDSA branch, with actor Rabin Angeles poised for the ceremony, I sat down with Katrina Khoe, APAC Head of Public Relations, and Jonathan Ng, APAC Director of Government and Public Affairs, to hear their thoughts on the cusp of a milestone moment. The same steady confidence they had shown me in past conversations was still there. They spoke without sugarcoating, much like the way CHAGEE serves its milk teas.
I asked how a brand built on centuries of tea culture could bring that tradition to life for a generation that’s always searching for something new. “We don’t see tradition and innovation as polar opposites,” Katrina told me. “In fact, we use tradition and base that on the innovations that we put together in our store.” That balance runs through the CHAGEE menu, where teas honor their heritage and quality but are reimagined through modern processes into drinks that feel approachable and palatable for younger generations.
When I pressed further about what kind of lifestyle CHAGEE hopes to represent in the Philippines, Katrina pointed to their “CHAGEE Together” philosophy. “We really do want to create these moments of pause, these moments of connection,” she said. “Our Tea Bars are designed to make it conducive for you to enjoy a cup of tea — be it alone, while getting something done, or while connecting with family and friends. We want to be part of Filipinos’ daily lives, so hopefully instead of saying, ‘Let’s grab a cup of coffee,’ we hope Filipinos can start saying, ‘Let’s grab a cup of CHAGEE,’ in an aesthetically pleasing and comfortable environment.”
Jonathan echoed this, emphasizing how deeply rooted it is in the local way of life. “Community is a very important aspect of the Filipino lifestyle,” he said. For him, it’s about creating warm and inclusive spaces where people can slow down, talk, and enjoy meaningful connections over a genuinely good cup of tea.
That sense of community also carries into CHAGEE’s grand launch. To mark the occasion, the brand is rolling out a “Tear & Win” promo from August 29 to 31. Every purchase of a large fresh milk tea comes with a Tear & Win cup that could reveal prizes ranging from iPhones and Jo Malone perfumes to limited-edition merchandise and even a Louis Vuitton Speedy bag. Bundle deals are also on the table, such as two large BO·YA Jasmine Green Milk Teas for P165 (from P330), or a pairing of BO·YA Jasmine Green Milk Tea and Da Hong Pao Milk Tea for P169 (from P334) — both eligible for the promo.
For those eager to explore further, the CHAGEE app is now available on the Play Store and App Store, offering exclusive vouchers and access to the full menu.
CHAGEE’s arrival in the Philippines raises a simple but pointed question for the capital’s café culture: is Metro Manila ready to trade coffee breaks for tea time?