Tea drink chain Chagee opens its first store in Hong Kong  Aiming to enhance brand’s international reputation

(Photo from GovHK Press Release) 

Mainland tea drink brand Chagee has just opened its first Hong Kong branch at K11 Art Mall in Tsim Sha Tsui, marking the further expansion of its international strategy.  Chagee started in Yunnan in 2017 and has set up branches in many Southeast Asian countries such as Malaysia, Singapore and Thailand, with more than 5,000 stores worldwide. 

The new store offers original drinks featuring original leaf tea and fresh milk, such as the signature product Jasmine Green Milk Tea, with global sales of more than 600 million cups.  Mr. Rex Ho, Operation Director of Chagee Hong Kong and Macau, said that the brand is committed to promoting Chinese tea culture and providing high-quality tea drinking experience to consumers in the Asia-Pacific region.  Dr. CHIANG Hok Lai, Deputy Director-General of InvestHK, believes that Hong Kong’s international business environment provides an ideal international business expansion platform for Chagee. 

In May this year, the “Wanli Mulan” ceylon black tea launched by Chagee in mainland caused discomfort to some consumers.  The company responded that it may be caused by allergies to tea polyphenols.

Source：
內地茶飲連鎖店霸王茶姬藉香港提升品牌國際形象:
https://www.info.gov.hk/gia/general/202409/28/P2024092700374.htm

霸王茶姬｜人氣茶飲店「霸王茶姬」推出新奶茶　多人飲用後心悸呼吸困難入院:
https://topick.hket.com/article/3764577/霸王茶姬｜人氣茶飲店「霸王茶姬」推出新奶茶%E3%80%80多人飲用後心悸呼吸困難入院