CHAGEE reopening in SG: Fresh Beginnings at Orchard Gateway

CHAGEE, the renowned Chinese tea brand, is making a highly anticipated return to Singapore after a sudden exit earlier this year. The brand, which won the hearts of tea enthusiasts across the island, is set to reopen with a fresh concept that promises to enhance the tea-drinking experience. This article delves into CHAGEE’s journey, its exciting comeback, and what fans can expect from the revamped stores.

The Journey of CHAGEE in Singapore

Initial Launch in 2019

CHAGEE first entered the Singapore market in 2019, bringing with it the rich tea culture of Yunnan. The initial outlet quickly gained popularity, leading to the rapid expansion of the brand. At its peak, CHAGEE operated around 10 stores across the island. These outlets, opened in collaboration with local partners, became go-to spots for tea lovers who appreciated the authentic flavours and high-quality ingredients used in CHAGEE’s beverages.

Sudden Exit in Early 2023

However, towards the end of 2022 and the beginning of 2023, CHAGEE’s presence in Singapore came to an abrupt halt. The last remaining store at Funan Mall closed its doors on January 13, 2023, leaving fans in dismay. This sudden exit forced many loyal customers to travel across the Causeway to Johor Bahru to get their favourite CHAGEE drinks.

The Exciting Return

Announcement of the Comeback

The exciting news of CHAGEE’s return was announced through a Facebook post on May 23, hinting at the reopening of new outlets in prime locations. Fans were thrilled to learn that CHAGEE would not only reopen but would also bring new features to its stores. The first of these new outlets is set to open at Orchard Gateway, followed by additional locations at Raffles City and Plaza Singapura.

Grand Opening at Orchard Gateway

CHAGEE’s first reopened store at Orchard Gateway officially welcomed customers on August 2, 2023. The launch event, which spanned three days, was a celebration of the brand’s comeback. Special opening promotions, including discounted drinks and bundle deals, were available until August 8, drawing large crowds eager to taste their favourite teas once more.

What’s New with CHAGEE?

Enhanced Store Experience

One of the most notable changes in CHAGEE’s new stores is the introduction of seating areas. Unlike the previous grab-and-go concept, the new outlets offer a comfortable dine-in experience. Patrons can now relax and enjoy their drinks along with a selection of desserts and light meals. This shift towards a more cafe-like environment is aimed at providing a holistic tea-drinking experience.

Unique Offerings

CHAGEE’s comeback is not just about re-establishing its presence but also about offering something unique. The new stores feature a Tea on Tap area, where bottled Iced Oriental Teas are prepared right in front of customers. Additionally, the introduction of the teapresso machine, which operates similarly to an espresso machine but uses tea leaves instead of coffee beans, adds a distinctive touch to the beverage preparation process.

Customer Reactions and Expectations

Fans’ Excitement

The announcement of CHAGEE’s return has been met with great enthusiasm from its loyal fanbase. Cen Jiayi, a 28-year-old tutor, shared her excitement, recalling how she would queue for her favourite cup of milk tea whenever she travelled to Johor Bahru. Another polytechnic student expressed her eagerness to visit the new stores and hoped that the prices of the food and drinks would be reasonable.

Price and Quality Considerations

CHAGEE has assured its customers that the quality of its beverages remains a top priority. The brand does not use any creamers or artificially flavoured tea bases, relying instead on fresh milk and real tea leaves. This commitment to quality, coupled with affordable pricing, ensures that customers can enjoy premium tea without breaking the bank.

Future Plans for Expansion

Upcoming Store Openings

The reopening at Orchard Gateway is just the beginning of CHAGEE’s ambitious plans for Singapore. By the end of August, new outlets at Plaza Singapura and Raffles City are expected to open. These prime locations are strategically chosen to maximise accessibility and convenience for customers.

Promotions and Offers

To celebrate the reopening, CHAGEE has rolled out several promotional deals. Customers can take advantage of the Bundle Deal, which offers a large Jasmine Green Milk Tea and a Da Hong Pao Snow Cap Milk Tea for just $6.90, almost half the usual price. Additionally, a 1-for-1 deal on large Jasmine Green Milk Teas is available, making it an attractive option for tea lovers looking to indulge without overspending.

The Global Presence of CHAGEE

CHAGEE is not only expanding in Singapore but also solidifying its presence worldwide. Founded in 2017, CHAGEE has rapidly grown to over 4,500 outlets globally. The brand’s success can be attributed to its commitment to quality and innovation, which has resonated with tea enthusiasts in various countries, including China, Malaysia, and Thailand. The strategic expansion into international markets showcases CHAGEE’s ambition to become a leading global tea brand.

Why CHAGEE Stands Out

CHAGEE’s success lies in its unique approach to tea preparation and customer experience. The brand’s use of fresh, high-quality ingredients sets it apart from many competitors. By avoiding creamers and artificial flavours, CHAGEE ensures that its beverages are both delicious and healthy. The introduction of innovative concepts like the teapresso machine and Tea on Tap area further enhances the customer experience, making each visit to CHAGEE a memorable one. Additionally, the comfortable dine-in environment allows patrons to relax and enjoy their tea in a serene setting, elevating the overall tea-drinking experience.

Conclusion

CHAGEE’s return to Singapore marks a new chapter for the beloved tea brand. With enhanced store experiences, unique beverage offerings, and strategic expansion plans, CHAGEE is poised to win back its loyal customers and attract new ones. As the brand re-establishes its presence in prime locations, tea enthusiasts can look forward to enjoying their favourite drinks in a relaxed and inviting environment. Whether you are a long-time fan or a first-time visitor, CHAGEE’s reopening is an event not to be missed. With its commitment to quality and innovation, CHAGEE is set to become a staple in Singapore’s vibrant tea culture once again. So, mark your calendars and get ready to experience the new and improved CHAGEE at Orchard Gateway and other upcoming locations.