Chagee

{{Infobox company

| name = Sichuan Chagee Enterprise Management Co., Ltd.

| logo = CHAGEE logo en.png

| image = GD 廣東 Guangdong 東莞 Dongguan 規劃二路 Guihua 2nd Road 中天中央廣場 ZhongTian Central Square Chagee Beverage shop night December 2024 R12S 01.jpg

| image_caption = Branch in Dongguan

| native_name = 四川茶姬企业管理有限公司

| native_name_lang = zh-hans-cn

| traded_as = {{NASDAQ|CHA}}

| founded = 2017

| founder = Zhang Junjie

| hq_location_city = Chengdu{{Cite web |date=2025-04-19 |title=霸王茶姬上市，股票代码：CHA！创始人为95后，总部在成都 |url=https://finance.sina.com.cn/stock/stockzmt/2025-04-19/doc-inetrfqm7758431.shtml |access-date=2025-04-19 |website=finance.sina.com.cn}}

| num_locations = over 4,000 (2024)

| key_people = Zhang Junjie (CEO)

| products = Milk tea

| website = {{url|https://chageemenu.com/}}

}}

Sichuan Chagee Enterprise Management Co., Ltd., branded as CHAGEE, is a Chinese milk tea chain. It was founded in Yunnan in 2017 by Zhang Junjie.{{Cite web |last=Dong |first=Cheyenne |date=2024-07-16 |title=Chinese bubble tea maker Chagee reportedly hires Starbucks talent, mulls US IPO · TechNode |url=https://technode.com/2024/07/16/chinese-bubble-tea-maker-chagee-reportedly-hires-starbucks-talent-mulls-us-ipo/ |access-date=2024-08-28 |website=TechNode |language=en-US}} Its Chinese name ({{Lang-zh|c=霸王茶姬|p=Bà Wáng chájī|labels=no}}) is based on the traditional Chinese opera Farewell My Concubine ({{Lang-zh|p=Bà Wáng Bié Jī}}), with the logo based on a huadan opera actor.{{Cite web |last=张文芳 |title=Tea brands widen their reach, placing Southeast Asia high on the agenda |url=https://global.chinadaily.com.cn/a/202303/16/WS64126e63a31057c47ebb4c42.html |access-date=2024-08-28 |website=global.chinadaily.com.cn}}

Its signature product is tea made with fresh milk added to whole-leaf tea, named after ancient Chinese poems. Drinks are generally priced at RMB 20, around USD 2.75. The chain has been described as aiming to be the 'Oriental Starbucks', while previously resembling the style and products of Changsha-based milk tea chain Chayan Yuese. Its bags have also been compared to Dior packaging.{{Cite web |title=FoodTalks全球食品资讯网 |url=https://www.foodtalks.cn/news/52733 |access-date=2024-08-28 |website=www.foodtalks.cn}}{{Cite web |title=霸王茶姬，太急了 {{!}} Foodaily每日食品 |url=https://www.foodaily.com/articles/36839 |access-date=2024-08-28 |website=www.foodaily.com}} The company operates based on a franchising-model.

History

Founder Zhang Junjie never attended higher education, but worked as a bubble tea store apprentice during his youth. He later gained experience in corporate governance while working at a Shanghai-based startup. After witnessing the opening of a Hey Tea store, in 2017 he started Chagee in Kunming. In 2021 the headquarters moved to Chengdu from Kunming.{{cite web |title=霸王茶姬，上海总部开业了 |url=https://36kr.com/p/2850590124919682/}} In 2019 the company opened its first store in Malaysia as well as in Singapore.{{Cite web |date=2024-05-30 |title=Tea brand Chagee makes Singapore comeback months after sudden exit, to offer new concept at 3 stores |url=https://www.asiaone.com/lifestyle/tea-brand-chagee-makes-singapore-comeback-months-after-sudden-exit-offer-new-concept-3 |access-date=2024-08-28 |website=AsiaOne}} In 2022 its first store in Thailand opened.{{Cite web |date=2022-12-23 |title=Chinese tea chain debuts in Thailand with outlet in Bangkok |url=https://www.nationthailand.com/business/corporate/40023394 |access-date=2024-08-28 |website=nationthailand |language=en-US}} During the 2024 Summer Olympics, Chagee operated a pop-up store in Paris.{{Cite web |last= |first= |date=2024-08-15 |title=Chagee and Heytea's Paris pop-ups drew crowds amid Olympic buzz |url=https://kr-asia.com/chagee-and-heyteas-paris-pop-ups-drew-crowds-amid-olympic-buzz |access-date=2024-08-28 |website=KrASIA |language=en}} As of 2024, the majority of its 100 overseas stores are located in Malaysia. In 2024, the company adopted a dual-headquarters arrangement, with the general headquarters remaining in Chengdu and the overseas business management office located in Shanghai.{{Cite web |date=2025-04-19 |title=霸王茶姬上市，股票代码：CHA！创始人为95后，总部在成都 |url=https://finance.sina.com.cn/stock/stockzmt/2025-04-19/doc-inetrfqm7758431.shtml |access-date=2025-04-19 |website=finance.sina.com.cn}}{{Cite web |date=2025-04-20 |title=霸王茶姬，上海总部开业了-36氪 |url=https://36kr.com/p/2850590124919682/ |access-date=2025-04-19 |website=36kr.com}}

Media outlets estimated the revenue to be RMB 500 million in 2022. In 2023 the company opened 2,317 new outlets, reaching RMB 10.8 billion in revenue.{{Cite web |last=Team |first=Dao |date=2024-05-23 |title=Can CHAGEE surpass Starbucks China this year? The secrets behind CHAGEE's business is significant |url=https://daoinsights.com/news/can-chagee-surpass-starbucks-china-this-year-the-secrets-behind-chagees-business-is-significant/ |access-date=2024-08-28 |website=Dao Insights |language=en-US}} By 2024 there were over 4,000 Chagee stores worldwide.

On April 17, 2025, Chagee held its initial public offering becoming a listed company on the American Nasdaq.{{cite news |title=Chinese tea chain Chagee CEO becomes a billionaire after US$411 million US IPO |url=https://www.businesstimes.com.sg/international/global/chinese-tea-chain-chagee-ceo-becomes-billionaire-after-us411-million-us-ipo |access-date=17 April 2025 |work=The Business Times}}

= Singapore =

Chagee first entered the Singapore market in 2019 under a franchise partnership model, expanding to twelve outlets island-wide by 2021.{{cite web |last=Teo |first=Jayme |date=2 October 2024 |title=CHAGEE returns months after its sudden exit in S’pore, we spoke to their execs to get the tea |url=https://vulcanpost.com/872176/chagee-singapore-comeback-after-sudden-exit/ |accessdate=15 May 2025 |work=Vulcan Post}} The brand withdrew its franchise operations in early 2024 as part of a decision to transition to company-owned outlets. It made its Singapore comeback on 2 August 2024 at Orchardgateway, followed by new outlets at Plaza Singapura and Raffles Place.{{cite web |date=29 August 2024 |title=First Singapore CHAGEE Store Opens at orchardgateway Drawing Massive Crowds |url=https://chagee.com.sg/en/media-centre/article/399cbdf9-8619-446c-8a7f-43194285c32e |accessdate=15 May 2025 |publisher=CHAGEE}} Singapore also serves as CHAGEE’s Southeast Asia headquarters.In May 2025, CHAGEE opened its first sign language store in Singapore at the National University of Singapore (NUS).{{cite web|title=@chagee.sg first Signing Store has officially landed at NUS!|url=https://www.instagram.com/p/DJlFiB3T298/ |date=2025-05-13 |accessdate=2025-05-15|publisher=National University of Singapore}}

Controversies

= Malaysia 'Tear & Win' rigging controversy =

On November 2024, Chagee held a 'Tear & Win' lottery as part of 7th anniversary commemoration of the brand's presence in Malaysia. A Malaysian X user, naquib uploaded a viral video of Chagee staff member at an undisclosed Chagee outlet “checking” the special cups to identify what’s printed on the small paper tabs inside. The activity has caused suspicion among internet users about the lottery rigging. After the video went viral Chagee Malaysia decided to take legal action against naquib for defamation and demand him to remove the video immediately to protect staff's privacy.{{cite web |last=Bahrom |first=Shahril |date=19 November 2024 |title=Here’s The Tea On Chagee Malaysia’s Contest Controversy |url=https://www.therakyatpost.com/news/2024/11/19/heres-the-tea-on-chagee-malaysias-contest-controversy/ |website=therakyatpost.com |location= |publisher= |access-date=}}

After causing uproar among Malaysians, Chagee would later issue an apology and stated the behaviour does not reflect the company standard. In order to prevent such incident from happening again, Chagee has switched the gift system from giving up physical items directly into QR code slips.{{cite web |last=Renushara |first=Renushara |date=19 November 2024 |title=“We will switch to QR codes” – Here’s All You Need to Know About the CHAGEE Incident Going Viral Now|url=https://worldofbuzz.com/we-will-switch-to-qr-codes-heres-all-you-need-to-know-about-the-chagee-incident-going-viral-now/ |website=worldofbuzz.com |location= |publisher= |access-date=}}

= Nine-dash line controversies =

As Chagee was scheduled to open its first Vietnamese outlet, it was caught in a controversy surrounding the depiction of the controversial Nine-dash line in its mobile application. The map has caused uproar among Vietnamese internet users with many has called for boycott against the chain. After the map image went viral, the outlet that was set to open in District 1, Ho Chi Minh City removed the brand signage and replaced it with black background with a Vietnamese flag seen waving in front of a small door.{{cite web |last=Dong |first=Irene |date=17 March 2025 |title=Chagee faces boycott ahead of Vietnam opening |url=https://insideretail.asia/2025/03/17/chagee-faces-boycott-ahead-of-vietnam-opening/ |website=insideretail.asia |location= |publisher= |access-date=19 March 2025}}{{cite web |last= |first= |date=18 March 2025 |title=Chagee VN store removes branding after public criticism over sovereignty issue |url=https://vietnamnet.vn/en/chagee-vn-store-removes-branding-after-public-criticism-over-sovereignty-issue-2381986.html |website=vietnamnet.vn |location= |publisher= |access-date=19 March 2025}}

Aside from Vietnam, the brand depiction of the map has also caused ire in Malaysia. Malaysian internet users has also calling for a boycott against the brand. A Facebook page "Malaysian-souled Chinese" is the one who are leading the charge against the move citing the company has insulted Malaysian sovereignty over the region.{{cite web |last=Azmi |first=Hadi |date=19 March 2025 |title=Backlash brews in Malaysia over Chagee app’s South China Sea map used by Beijing |url=https://www.scmp.com/week-asia/economics/article/3302951/backlash-brews-malaysia-over-chagee-apps-south-china-sea-map-used-beijing |website=scmp.com |location= |publisher=South China Morning Post |url-status=live |archive-url=https://archive.today/20250319073922/https://www.scmp.com/week-asia/economics/article/3302951/backlash-brews-malaysia-over-chagee-apps-south-china-sea-map-used-beijing |archive-date=19 March 2025 |access-date=19 March 2025}}