Premium Tea Brand Chagee Set to Make Authentic Korean Debut

Chagee, a premium Chinese tea brand, is making waves in Seoul with the opening of its flagship store in the bustling Gangnam District. This launch not only highlights their commitment to quality tea but also offers locals a fresh approach to the tea-drinking experience. Set to open alongside two additional locations, Chagee aims to capture the hearts of tea enthusiasts across various consumer segments.

Chinese tea brand Chagee’s flagship store in Gangnam District, southern Seoul, on April 28 [KIM MIN-YOUNG]

Chagee is launching its flagship store in Gangnam along with two additional outlets at I’Park Mall in Yongsan District and Sinchon in Seodaemun District, all scheduled to open simultaneously on Thursday.

“These locations represent different consumer groups and lifestyles, allowing us to expand the brand experience naturally,” shared Chagee Korea CEO Kim Joa-hyun.

Established in China’s Yunnan province in 2017, Chagee has swiftly gained recognition in its home country, known for its contemporary twist on traditional tea culture. The brand’s signature milk teas are crafted with freshly brewed tea leaves prepared in-store. In April of last year, Chagee became the first Chinese milk tea brand to be publicly listed on the Nasdaq.

“At Chagee, the experience encompasses the entire process—from how tea is made to the moment it’s enjoyed,” explains Chagee Korea Chief Marketing Officer Kim Jung-hee. “From selecting and extracting tea leaves to brewing and drinking, each step culminates in a cohesive experience. We aim to deliver to Korean consumers authentic, high-quality tea that creates meaningful moments in their everyday lives.”

Chagee Korea CEO Kim Joa-hyun, left, and Chagee Korea Chief Marketing Officer Kim Jung-hee speak at a press conference in the tea franchise’s flagship store in Gangnam District, southern Seoul, on April 28. [KIM MIN-YOUNG]

As of April, Chagee operates over 7,000 stores worldwide, with Korea marking its latest expansion.

“We aim to offer a new experience that combines the traditional value of tea with a modern lifestyle,” Kim Joa-hyun stated. “Rather than prioritizing rapid expansion, we focus on establishing stable standards, ensuring consistency in quality both in Korea and globally.”

The Gangnam flagship store, designed by a Korean architect, features a tapestry from Korean artist Janice Chae, reflecting local cultural sensibilities.

Chinese tea brand Chagee’s flagship store in Gangnam District, southern Seoul, on April 28 [KIM MIN-YOUNG]

Chinese tea brand Chagee’s flagship store in Gangnam District, central Seoul on April 28. [CHAGEE]

“Chagee stores are designed not just for quick consumption but as spaces where customers can linger and immerse themselves in the tea experience,” added the CEO. The Gangnam store incorporates traditional Korean motifs, ceramics, and teapots into its decor.

The back wall features a design inspired by the Milky Way, while silk strips hanging from the ceiling symbolize the Silk Road, illustrating the global journey of tea.

At the heart of the brand’s philosophy is the craftsmanship of brewing premium tea.

“The experience begins and ends with a single cup of tea,” Kim Jung-hee concluded. “Instead of adding overpowering sweetness or stimulating elements, we prioritize balance, allowing the tea and its ingredients to harmonize beautifully.”

Key Takeaways

• Chagee emphasizes quality tea and customer experience in its new flagship store.
• The brand has rapidly expanded since its founding in Yunnan province, China, in 2017.
• Locations in Korea include the flagship in Gangnam and two others in Yongsan and Seodaemun districts.
• Decor combines traditional Korean motifs with modern design elements.
• Chagee aims to create an immersive environment for tea enthusiasts.

FAQ

What type of tea does Chagee offer?

Chagee specializes in premium teas, including their signature milk teas made from freshly brewed leaves.

Where are Chagee’s new locations in Korea?

Chagee has opened stores in Gangnam, Yongsan District at I’Park Mall, and Sinchon in Seodaemun District.

What is the brand’s philosophy?

Chagee focuses on providing an authentic tea experience that blends traditional tea values with modern lifestyles.

Is there a unique design for the Gangnam store?

Yes, the store incorporates traditional Korean elements and features a Milky Way-inspired design in its decor.

BY KIM MIN-YOUNG [[email protected]]