Chagee (チャギー) Expansion to South Korea and Japan (2025 - 2026) | ENGLISH

Following a major success in Southeast Asia, Chagee is setting its ship towards East Asia, specifically Japan and South Korea. In mid-2025, the chain launched its social media account for both countries.

Similar to how it entered Indonesia, Chagee plans to set up a joint venture with a local partner to manage its operations in South Korea.[1] As for Japan, no further information has been announced to public.

As of 2025, Chagee has opened hundreds of locations in Malaysia, Indonesia, Singapore, Vietnam, the Philippines, Thailand, and the USA - with many of them located in prime streets and shopping malls.

Chagee store

Chagee brands itself as a modern tea bar, aiming to promote oriental tea culture as an enjoyable experience. The brand usually combines its opening or celebration events with art campaigns and meet-and-greet sessions to generate buzz.

This positioning is characterized by its distinctive store design. Chagee usually features tea tables (lower height furniture), gold accents, wood-themed ornaments, and warm lighting to create a premium ambience.

Chagee Indonesia - Source: Private documentation

Chagee's core strength lies in its milk tea, complemented by a broader range of drinks including snowy cap tea, fruit tea, and tea frappes. The brand keeps customers engaged by introducing limited-time items and fun mystery boxes.

The recent tea boom and rebranding strategy in 2024 have pushed Chagee to a whole new level of success. During the 2024 meetings, Chagee CEO Zhang Junjie unveiled a bold vision: opening stores across 100 countries and regions in the next few years.[2]

To help its expansion plan, Chagee Holdings Limited (CHA) went public in NASDAQ (April 2025) with an initial price of US$28.00/ADS (American Depositary Shares).

As of June 2025, Chagee manages 7038 tea stores across the world, with 6830 of them located in China.[3]

REFERENCES
[1] - https://www.kedglobal.com/food-beverage/newsView/ked202508310004

[2] - https://global.chagee.com/th/en/media-centre/article/981667ef-fa26-43e5-b85c-5b7779890799

[3] - https://investor.chagee.com/news-releases/news-release-details/chagee-announces-second-quarter-2025-unaudited-financial-results