Chagee Tea Chain Makes a Splash in Hong Kong with Grand Opening!

In an exciting move for tea lovers, the rapidly expanding Chinese tea chain Chagee has officially opened its first outlet in Hong Kong, located prominently at the K11 Art Mall in Tsim Sha Tsui. This strategic opening aims to take advantage of Hong Kong's status as a global financial and business hub, allowing Chagee to attract new international customers.

Founded in 2017 in Yunnan, Chagee has quickly grown into a thriving brand, operating over 5,000 stores across East Asia. The chain's first venture outside of China began in Malaysia in 2019, marking a significant step in its international expansion.

Chagee's diverse branding beautifully celebrates traditional Chinese art, opera, and poetry, attracting customers with a unique cultural experience. Rex Ho, Chagee’s Operation Director for Hong Kong and Macau, expressed aspirations for the new location: “Our goal is to promote and spread traditional Chinese tea culture globally. Hong Kong’s diverse and international market allows us to adapt our offerings to various cultural preferences, providing a robust platform for further global expansion.”

Highlighting the strategic importance of this move, InvestHK, the Hong Kong government's investment promotion agency, emphasized that Chagee's presence in the city could significantly enhance its international brand image. Jimmy Chiang, Associate Director-General of Investment Promotion at InvestHK, noted that Hong Kong serves as a springboard for mainland companies looking to expand globally, thanks to its strategic geographical position and vibrant business environment.

Currently the fourth largest tea chain in China, Chagee trails behind prominent players Mixue, Guming, and ChaPanda, which boast approximately 36,000, 9,000, and 8,000 stores, respectively. However, Chagee's ambitions are sky-high. CEO Junjie Zhang has set the bar high with a goal to operate in 100 countries and is projecting that Chagee’s sales in 2024 will eclipse those of Starbucks China.

In 2023, the company reported impressive sales of RMB 10.8 billion (approximately $1.5 billion), while Starbucks generated RMB 21 billion ($3.05 billion) in the same period. As Chagee commits to bringing its authentic tea experience to the international stage, the battle for tea supremacy in the global market is heating up—are you ready to taste the magic of Chagee?