CHAGEE’s latest Chinatown retailer options unique merch, workshops, and restricted time 1-for-1 drinks
Chinese language tea big CHAGEE might be opening its twenty second outlet in Singapore this coming Saturday (Nov 1) at Pagoda Road in Chinatown.
This would be the first location within the city-state to double as a retail outlet, that includes Singapore-exclusive merchandise and life-style gadgets, in addition to a limited-edition attire assortment made in collaboration with homegrown inventive studio Tell Your Children (TYS).
Vulcan Publish obtained an unique invitation to attend the media preview of the outlet at this time (Oct 29). Right here’s what guests can anticipate.
Restricted version merchandise, workshops, and experiences
Upon stepping in, I used to be met with a large show of merchandise, every with its personal iteration of CHAGEE’s signature design.
Except for the approach to life gadgets beforehand supplied at different shops, the shop presents an expanded vary of merchandise, together with tote luggage and reward units. This stuff should not but bought at different areas, primarily based on the CHAGEE cellular app.
CHAGEE additionally collaborated with TYS to create an attire assortment that includes graphic t-shirts, socks, and hats, which is able to solely be accessible on the Pagoda Home location.
Along with the brand new merchandise, the Pagoda Home outlet will supply workshops and interactive actions in-store.
Guests can stay up for palm-reading workshops, Chinese language calligraphy periods led by native artists, guided picture walks by Chinatown, and bond over Nanyang-inspired dialog playing cards on the tables.
These actions might be rolled out progressively, although CHAGEE Singapore has but to announce their frequency and the way they are going to be carried out.
To have a good time the opening, the model will host a three-day Grand Opening celebration from Oct 31 to Nov 2, the place company can take pleasure in a 1-for-1 Massive drinks promotion and participate within the beloved “Tear & Win” exercise for an opportunity to win thrilling prizes. This features a luxurious bag, the newest tech devices, and limited-edition CHAGEE merchandise.
CHAGEE’s development in Singapore
Since we first spoke to CHAGEE upon their relaunch in Singapore last Oct, the model has managed to increase to 22 areas within the city-state, with the Pagoda Home outlet being its latest outlet.
Lawrence Wen, the CEO of CHAGEE Singapore, has additionally revealed that the model has soft-launched a brand new location at Hougang Mall, in a bid to increase additional into the heartlands.
“We need to be islandwide on the finish of the day. We consider that there are extra shops that we will cowl,” he added.
The enterprise is slowly transitioning from a contemporary tea home into a way of life model pushed by quickly rising merchandise gross sales, although Wen declined to disclose precise figures. Shifting ahead, he shared that merchandise might be customised to swimsuit every location’s atmosphere, noting that an unique assortment is presently accessible at its VivoCity flagship outlet.
Whereas the Pagoda Home outlet has determined to retain its core menu, Wen shared that the model can also be seeking to increase its F&B choices to distinguish the outlet from its previous areas.
Bringing CHAGEE to new worldwide markets
CHAGEE, which was initially based in Yunnan, China, debuted on the NASDAQ stock exchange this Apr, elevating roughly US$411.2 million in its IPO. Regardless of its sturdy debut, the corporate’s shares have fallen greater than 20% because it introduced its second-half 2025 financial results, which additionally confirmed slower development than the identical interval final yr.
Wen appeared unfazed once I introduced this up and defined that, slightly than being fixated on short-term fluctuations in share costs, the staff is targeted on sustaining its long-term market technique.
“We at all times say in the long run, the share market is [like] a weighing balance,” he candidly shared. “So long as we do issues properly, and we proceed to do issues properly, I believe will probably be mirrored within the share value.”
When requested whether or not the Chinese language tea chain is redirecting its focus to worldwide markets, together with Singapore, to recuperate its losses, Wen said that the abroad branches are at a unique stage of development than its Chinese language counterpart, and in consequence, the challenges differ.
“Now it’s extra of a consolidation cycle in China, and we’re going by hyper development abroad,” he added.
Following its relaunch in Singapore in 2024, CHAGEE has additionally launched in Vietnam, Thailand, Indonesia, and the Philippines this yr. Wen expressed his dedication to introducing the model in different worldwide markets within the following yr.
- Be taught extra about CHAGEE Singapore here.
- Learn extra tales we’ve written on Singaporean companies here.
Featured Picture Credit score: Vulcan Publish, CHAGEE Singapore
