Chagee x Hello Kitty Singapore: A Festive Tea and Merchandise Celebration

Photo Credits: milk tea chain Chagee

The beloved milk tea chain Chagee has joined forces with Sanrio to bring fans of both brands an exciting seasonal experience. The Chagee Hello Kitty Singapore collaboration marks a significant moment for tea enthusiasts and collectible merchandise aficionados alike, combining premium beverages with adorable limited-edition items that capture the festive spirit of the holiday season.

A Special Festive Partnership

The collaboration introduces fans to Tanned Hello Kitty, a character that has captured hearts across Asia with her distinctive sun-kissed appearance and warm personality. This partnership between Chagee and Sanrio represents more than just a commercial venture—it embodies shared values around comfort, connection, and celebration. According to statements from both brands, the Chagee Hello Kitty Singapore initiative was designed to create something that feels inherently comforting and joyful, reflecting the essence of meaningful relationships during the festive period.

The timing of this collaboration is particularly significant, launching on December 12, 2025, allowing consumers to incorporate this special offering into their holiday plans. The partnership extends beyond Singapore, rolling out across several Southeast Asian markets including Malaysia, Thailand, Indonesia, and the Philippines, demonstrating the widespread appeal of this creative union.

The Star of the Show: Cocoa Oolong Milk Tea

At the heart of the Chagee Hello Kitty Singapore collaboration is an innovative new beverage—the Cocoa Oolong Milk Tea. This drink represents a thoughtful combination of premium ingredients sourced from across the globe. The oolong tea comes from the UNESCO-listed Wuyi Mountains in China, renowned for its mellow character and natural sweetness. The cocoa component is sourced from Côte d’Ivoire’s Gold Belt, ensuring quality and authenticity in every sip.

The drink is available in two sizes to suit different preferences and budgets. The regular size is priced at S$5.20, whilst the large size comes in at S$6.20, making it an accessible treat for regular tea drinkers. What makes this beverage particularly special is that it arrives in custom Hello Kitty-themed cup packaging and comes with an exclusive thermal bag carrier. These reusable accessories add practical value to the purchase, allowing customers to enjoy their Chagee Hello Kitty Singapore experience long after the collaboration concludes.

The flavour profile of the Cocoa Oolong Milk Tea strikes a balance between the robustness of premium tea and the warmth of chocolate notes, making it especially fitting for the cooler festive season. The natural sweetness of the oolong complements rather than overshadows the cocoa elements, creating a sophisticated yet approachable beverage that appeals to both seasoned tea connoisseurs and those new to specialty tea drinks.

Limited-Edition Merchandise Collection

Beyond the beverage itself, the Chagee Hello Kitty Singapore collaboration offers an impressive array of collectible merchandise designed to appeal to fans of the iconic character. The merchandise line features Tanned Hello Kitty in a sophisticated black-and-white colour palette that matches the cocoa-themed aesthetic of the drink, complete with brown-tinted heart shades—a charming visual detail that ties the entire collection together cohesively.

The merchandise collection includes several items that range in both functionality and appeal. The Snuggle Snap hairclip offers a practical accessory that brings a touch of cuteness to everyday styling. The Cuddle Sling bag provides a fashionable carry option for daily use, whilst the plushie and mini charms serve as delightful collectibles for dedicated Hello Kitty enthusiasts. These items are not sold separately but rather made available through special bundled packages, creating a tiered purchasing strategy that encourages customers to explore different combinations.

From December 12, customers who purchase two large Cocoa Oolong Milk Teas receive a complimentary Snuggle Snap hairclip. Those seeking the Cuddle Sling bag can acquire it alongside two large milk teas for S$21.20. Starting from December 19, a bundle featuring two large milk teas and a plushie charm becomes available for S$21.40. Additionally, the Chagee app offers voucher bundles redeemable for mini charms, providing digital-savvy customers with an extra incentive to engage with the brand through their mobile platform.

The Chagee Loves Hello Kitty Pop-Up Experience

To extend the collaborative experience beyond purchasing products, Chagee has organised the “Chagee Loves Hello Kitty” pop-up event, running from December 13 to 22 in front of Mandarin Gallery on Orchard Road. This experiential activation transforms the shopping experience into an interactive celebration that engages multiple senses and creates memorable moments for visitors.

The pop-up is structured as a festive stamp rally featuring five distinct stations, each offering a unique activity. Visitors begin by receiving a stamp card and progress through various interactive experiences. One station includes a cocoa oolong “festivitea” bar where participants can sample the new drink and learn more about its origins and flavour profile. Another station allows visitors to craft their own Chagee Christmas baubles, combining creative expression with festive spirit. A dedicated photography zone provides opportunities for holiday-themed photo sessions, enabling attendees to capture and share their experience on social media.

Upon completing all five stations and collecting their stamps, visitors can redeem exclusive rewards featuring limited-edition Hello Kitty collaboration merchandise. This gamification approach encourages deeper engagement with both the Chagee brand and the Hello Kitty character, transforming a simple promotional event into an experiential journey that resonates with customers emotionally.

Why This Collaboration Matters

The Chagee Hello Kitty Singapore initiative represents a growing trend in the food and beverage industry—the strategic partnership between established brands to create value for overlapping customer bases. For Chagee, aligning with Hello Kitty taps into a devoted fanbase that actively seeks collectible merchandise and experiences. For Sanrio, partnering with a popular tea chain extends brand presence into the beverage category whilst reinforcing Hello Kitty’s associations with warmth, connection, and celebration.

The decision to feature Tanned Hello Kitty rather than the classic character demonstrates sophisticated brand strategy. This variant appeals to consumers seeking something slightly different from the traditional Hello Kitty aesthetic, offering a more contemporary and fashionable presentation without alienating core fans of the character. The brown and black colour scheme creates visual coherence with the cocoa-themed beverage, demonstrating thoughtful creative direction across all touchpoints.

Availability and Final Thoughts

The Chagee Hello Kitty Singapore collaboration is a limited-time offering that captures the essence of festive season gifting and treating oneself to special purchases. Whether you’re drawn to the carefully sourced ingredients in the Cocoa Oolong Milk Tea, the appeal of exclusive collectible merchandise, or the opportunity to participate in an interactive pop-up experience, this collaboration offers something for different consumer motivations.

For those based in Singapore or visiting during the campaign period, the Chagee Hello Kitty Singapore range provides an accessible entry point into both specialty tea culture and character collectibles. The pricing remains reasonable, the merchandise genuinely useful, and the overall experience thoughtfully executed. As the campaign runs through December and the pop-up concludes on December 22, consumers are encouraged to engage sooner rather than later, given the limited-edition nature of all offerings involved in this festive partnership.