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.[2] Its Chinese name (霸王茶姬; Bà Wáng chájī) is based on the traditional Chinese opera Farewell My Concubine (pinyin: Bà Wáng Bié Jī), with the logo based on a huadan opera actor.[3]
 | |
 Branch in Dongguan | |
Native name | 四川茶姬企业管理有限公司 |
|---|---|
| Nasdaq: CHA | |
| Founded | 2017 |
| Founder | Zhang Junjie |
| Headquarters | |
Number of locations | over 4,000 (2024) |
Key people | Zhang Junjie (CEO) |
| Products | Milk tea |
| Website | www |
Its signature product is tea made with fresh milk added to whole-leaf tea, named after ancient Chinese poems.[2][3] Drinks are generally priced at RMB 20, around USD 2.75.[2] 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.[4][5] The company operates based on a franchising-model.[4]
History
editFounder 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.[4] After witnessing the opening of a Hey Tea store, in 2017 he started Chagee in Kunming.[5] In 2021 the headquarters moved to Chengdu from Kunming.[6] In 2019 the company opened its first store in Malaysia as well as in Singapore.[3][7] In 2022 its first store in Thailand opened.[8] During the 2024 Summer Olympics, Chagee operated a pop-up store in Paris.[9] As of 2024, the majority of its 100 overseas stores are located in Malaysia.[9] 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.[10][11]
Media outlets estimated the revenue to be RMB 500 million in 2022.[2] In 2023 the company opened 2,317 new outlets,[5] reaching RMB 10.8 billion in revenue.[12] By 2024 there were over 4,000 Chagee stores worldwide.[5]
On April 17, 2025, Chagee held its initial public offering becoming a listed company on the Nasdaq.[13]
Controversies
editMalaysia 'Tear & Win' rigging controversy
editOn 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.[14]
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.[15]
Nine-dash line controversies
editAs 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.[16][17]
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.[18]
See also
editReferences
edit- ^ "霸王茶姬上市，股票代码：CHA！创始人为95后，总部在成都". finance.sina.com.cn. 2025-04-19. Retrieved 2025-04-19.
- ^ a b c d Dong, Cheyenne (2024-07-16). "Chinese bubble tea maker Chagee reportedly hires Starbucks talent, mulls US IPO · TechNode". TechNode. Retrieved 2024-08-28.
- ^ a b c 张文芳. "Tea brands widen their reach, placing Southeast Asia high on the agenda". global.chinadaily.com.cn. Retrieved 2024-08-28.
- ^ a b c "FoodTalks全球食品资讯网". www.foodtalks.cn. Retrieved 2024-08-28.
- ^ a b c d "霸王茶姬，太急了 | Foodaily每日食品". www.foodaily.com. Retrieved 2024-08-28.
- ^ "霸王茶姬，上海总部开业了".
- ^ "Tea brand Chagee makes Singapore comeback months after sudden exit, to offer new concept at 3 stores". AsiaOne. 2024-05-30. Retrieved 2024-08-28.
- ^ "Chinese tea chain debuts in Thailand with outlet in Bangkok". nationthailand. 2022-12-23. Retrieved 2024-08-28.
- ^ a b "Chagee and Heytea's Paris pop-ups drew crowds amid Olympic buzz". KrASIA. 2024-08-15. Retrieved 2024-08-28.
- ^ "霸王茶姬上市，股票代码：CHA！创始人为95后，总部在成都". finance.sina.com.cn. 2025-04-19. Retrieved 2025-04-19.
- ^ "霸王茶姬，上海总部开业了-36氪". 36kr.com. 2025-04-20. Retrieved 2025-04-19.
- ^ Team, Dao (2024-05-23). "Can CHAGEE surpass Starbucks China this year? The secrets behind CHAGEE's business is significant". Dao Insights. Retrieved 2024-08-28.
- ^ "Chinese tea chain Chagee CEO becomes a billionaire after US$411 million US IPO". The Business Times. Retrieved 17 April 2025.
- ^ Bahrom, Shahril (19 November 2024). "Here's The Tea On Chagee Malaysia's Contest Controversy". therakyatpost.com.
- ^ Renushara, Renushara (19 November 2024). ""We will switch to QR codes" – Here's All You Need to Know About the CHAGEE Incident Going Viral Now". worldofbuzz.com.
- ^ Dong, Irene (17 March 2025). "Chagee faces boycott ahead of Vietnam opening". insideretail.asia. Retrieved 19 March 2025.
- ^ "Chagee VN store removes branding after public criticism over sovereignty issue". vietnamnet.vn. 18 March 2025. Retrieved 19 March 2025.
- ^ Azmi, Hadi (19 March 2025). "Backlash brews in Malaysia over Chagee app's South China Sea map used by Beijing". scmp.com. South China Morning Post. Archived from the original on 19 March 2025. Retrieved 19 March 2025.