Mainland Chinese milk tea brand Chagee recently launched pop-up activities at K11 Musea in Hong Kong, situated along the picturesque Victoria Harbour. After playing the engaging Chagee games at the pop-up, you can visit the brand’s first Hong Kong store in K11 Art Mall to savor a cup of freshly made milk tea. Read on for more details about the pop-up, the stores, and the captivating story behind the Chagee brand.
About Chagee
Chagee has been devoted to producing high-quality Chinese Milk tea for 7 years. Beginning in Yun Nan province in China, the brand gradually expanded to international markets including Malaysia, Thailand, and Singapore. As of 2024, they own 4,500 + stores, with 100+ stores abroad.
Chagee Tea is famous for premium tea leaves and milk. Instead of the tea powder and residue, Chagee uses self-grown tea leaves. They have also modernised the traditional tea-making process to develop a distinctive tea base. Combined with milk produced from high-quality pastures, the brand is dedicated to producing healthy tea drinks with zero trans-fatty acids.
Up to now, Chagee has developed six serious drinks: the Fresh Milk Tea series, Iced Oriental Tea series, Snowy Frappé Series, Teaspresso series, Teaspresso Frappé series, and Brewed Tea. Among them, Jasmine Green Milk Tea is the most popular, with sales exceeding 100 million cups every year.
The Pop-up Activities
From October 5 to October 14, 10:00-20:00, Chagee is operating pop-up activities at the Promenade G/F in K11 Art Musea. With its signature teacup standing in the middle surrounded by a rounded board introducing the tea-making process, the instalment of the pop-up provides an immersive experience for the public to enter into the tea world.
Activity 1：Recognize the tea from the smell
In this area, 5 aroma diffuser are hanging on the wall with 5 classic Chagee tea leaves, which include Jasmine Green Tea, White Peach Oolong, Ceylon Tea, Da Hong Pao Tea, and Osmanthus Oolong Tea in them. Participants who join the game can freely press the ‘button’ to smell.
If you can recognise more than two names of the tea leaves, you will either get a Chagee red canvas bag or a Hong Kong Limited brooch as gift.
Activity 2： Post on Instagram for a free drink
Chagee tea friends who have taken pictures with the pop-up decorations and posted them on social media can have opportunities to win a discount voucher for Jasmine Green Milk Tea. The content should include “以东方茶，会香港友(Using Eastern tea to meet with Hong Kong friends)， CHAGEE TOGETHER!” and tag #以東方茶会香港友 #一起喝靓茶CHAGEE TOGETHER#香港霸王茶姬 #CHAGEEHK on Instagram, Facebook, and Xiao Hong Shu. The number of vouchers is limited daily and will be handed out on a first-come-first serve basis.
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The pop-up activities are more popular than I have expected,” said Ashley Chan, the on-site manager of the pop-up. In the three days from October 5 to Today (October 7), we sent out around 800 gifts per day, and the queue for the games starts from morning to night.”
The First Store in Hong Kong
Chagee’s first store is located in K11 Art Mall, next to the famous tea brands NAYUKI Tea and Hey Tea. Starting from the September 28, the full menu is available in the store. The prices are around HK$30 per cup.
Since its opening, the store has attracted many customers. There’s always a long queue, and the average waiting time is 3 hours. To reduce the waiting time, ordering from the WeChat Mini-Programme is recommended, you can order and track the progress online and pick up the drink with ease.
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