Role Responsibilities:

Develop and constantly update the region's property strategy at a micro level to align with the company's overall objectives and growth plans.
Identify suitable sites for new locations based on the property strategy.
Negotiate with landlords and property owners to secure favorable commercial arrangements, including lease terms, rental rates, and other terms and conditions.
Prepare internal approval papers for new site acquisitions, including financial analysis, risk assessments, and investment proposals.
Collaborate with legal and finance teams to conclude legal documents and finalize lease agreements with landlords.
Maintain strong relationships with landlords and property owners, serving as the primary point of contact for lease-related matters throughout the lease tenure.
Proactively manage lease renewals and closures, negotiating terms and conditions to optimize the company's real estate portfolio.
Act as the internal coordinator for new site projects, liaising with all relevant departments (e.g., operations, construction, marketing) to ensure timely and successful project execution.
Monitor and evaluate the performance of existing properties, identifying opportunities for optimization and improvement.
Stay abreast of market trends, regulatory changes, and industry developments that may impact the company's real estate strategy.
Develop and maintain a network of real estate brokers, agents, and other industry contacts to facilitate property transactions and stay informed about market opportunities.
Manage multiple site acquisition and opening projects in parallel under tight timelines.

Role Requirements

Bachelor’s degree in Real Estate, Urban Planning, Architecture, Business, Finance, or related fields.
Minimum of 3 years of experience in real estate management, property development, or related roles. (open to senior candidates)
Strong negotiation skills and experience in commercial real estate transactions.
Proficiency in real estate law, lease agreements, and property management practices.
Strong project management skills with the ability to multitask and prioritize effectively.
Excellent communication and interpersonal skills, with the ability to interact with stakeholders at all levels.
Detail-oriented with a focus on accuracy and quality.
Proven ability to work independently and as part of a team in a fast-paced environment.
Proven ability to manage multiple projects simultaneously in a fast-paced environment.
Strong understanding of retail locations, customer flow, and F&B operational requirements

About the company

CHAGEE is a global tea beverage brand focusing on fresh milk tea in modern teahouses, using a franchise model called the '1+1+9+N' that starts with nine company-run stores to test markets before expanding to franchisees. Its main product blends fresh whole-leaf tea with fresh milk and is produced with automated tea-making machines and a digital operations system for fast, standardized preparation and store management. The company differentiates itself through nutrition transparency—providing calories and GI values—and a large international network of over 6,400 teahouses across multiple markets. The goal is to scale its model worldwide, maintain consistent product quality and nutrition information, and become a leading global player in modern tea houses, with Nasdaq listing CHA signaling growth.

Company Size

51-200

Company Stage

IPO

Headquarters

Irvine, California

Founded

2017

Get referred to CHAGEE

See people who can refer or advise you

Simplify's Take

What believers are saying

Q2 2026 revenue rose 2.5% to RMB3.41 billion, with RMB464.8 million net income.
Overseas GMV surged 114.3% year over year, aided by Seoul and Southeast Asia expansion.
September 2026 launches, including Golden Chamomile, keep traffic rising and merchandising selling.

What critics are saying

August 2026 investors still price recovery after Q2 GMV fell in Greater China.
Two February 2026 New York securities suits allege IPO disclosures hid delivery competition impacts.
Franchise expansion invites quality-control failure, food-safety claims, and brand dilution across 7,500-plus stores.

What makes CHAGEE unique

Founder Zhang Junjie built CHAGEE around premium fresh whole-leaf tea and fresh milk.
CHAGEE's 1+1+9+N franchise model tests markets with nine company stores before scaling.
Localized collaborations and experiential stores, like Pasir Ris Mall and CLOT, deepen brand fandom.

Help us improve and share your feedback! Did you find this helpful?

Benefits

Hybrid Work Options
401(k) Company Match
Performance Bonus
Health Insurance
Dental Insurance
Vision Insurance
Gym Membership
Wellness Program
Paid Vacation
Paid Holidays
Bereavement Leave
Disability Insurance

Growth & Insights and Company News

6 month growth

14%

1 year growth

14%

2 year growth

31%

Jing Daily

Oct 18th, 2026

From Chagee to Heytea, China's tea brands are brewing cultural clout.

From Chagee to Heytea, China's tea brands are brewing cultural clout. As milk tea becomes an everyday ritual, Chinese beverage brands are competing not just for collaboration buzz but for more distinctive, lasting cultural identities. October 18, 2026 Chagee teamed up with Clot, the streetwear label founded by Edison Chen, on a matcha-themed collection. Image: Chagee These days, young Chinese consumers are entering tea shops for more than a drink. In September, Chagee teamed up with Clot, the streetwear label founded by Edison Chen, on a matcha-themed collaboration. The collection featured three drinks, a bespoke cup, and blind boxes containing two badges and a plush charm. Across mainland China, more than 200,000 "winning cups" were also released, giving customers the chance to win co-branded rugs and insulated tumblers. The collaboration transformed a routine tea purchase into an unboxing experience, with collectibles adding another incentive to buy. Get the real signals behind trends and news in APAC. Li Jian, a university student in Nanjing, told Jing Daily that drinking milk tea has become part of everyday life for Chinese students. "It almost feels like a necessity. Life would be pretty boring without it. Treating classmates and professors to milk tea is also a great way to socialize." Chagee is hardly the first to milk this appetite. From celebrities and film franchises to fashion and streetwear, tea chains are increasingly turning to cross-industry collaborations. Buying a drink now comes with the chance to own a collectible, join a cultural conversation, or express a personal interest. The shift comes amid intensifying competition in China's new-style tea market. According to iiMedia Research, the market was estimated to reach RMB 374.93 billion ($52 billion) in 2025, up 5.7% year on year. With similar flavors, comparable prices, and an expanding range of choices, brands need new reasons to keep consumers coming back. Yet a buzzy collaboration does not necessarily translate into lasting brand appeal. When consumers visit a store for a celebrity or a limited-edition collectible, their interest may lie in the collaboration rather than the tea brand itself. The challenge now is turning that fleeting hype into lasting loyalty. For years, Chinese tea brands have been using collaborations to borrow cultural cachet and attract new audiences, turning everyday drinks into accessible entry points to luxury and streetwear culture. In April 2022, Heytea partnered with Japanese streetwear designer Hiroshi Fujiwara and his design collective Fragment on a limited-edition collection. The collaboration brought Fragment's signature black palette and lightning-bolt logo to drink cups, paper bags, and insulated carriers, alongside a special blackberry mulberry drink. For just RMB 19 ($3), streetwear enthusiasts could get their hands on something bearing Fujiwara's iconic logo. Some social media users joked that their first piece of Hiroshi Fujiwara merchandise had come from Heytea. The collaboration quickly translated into sales. According to Heytea, more than 150,000 cups of Cool Black Berry were sold on its first day, with sales surpassing 1 million cups in less than two weeks. Limited-edition merchandise also sold out rapidly. For young streetwear fans, a cup bearing the Fragment logo or a collectible from the collaboration was reason enough to make a special trip. Symbols once associated with exclusive streetwear and designer goods had become accessible for the price of a milk tea. Heytea's more recent collaboration with Blackpink member Lisa has drawn similar attention. In September, Lisa was spotted filming promotional content at Heytea's CentralWorld store in Bangkok, fueling weeks of speculation on social media. On October 13, the partnership was officially unveiled, featuring not only limited-edition drinks but also collectible pins, keychains, and stickers. For fans, a cup of Heytea had become another way to engage with their favorite star. Tea brands are also turning a single purchase into a broader collecting experience. What began with cup sleeves and paper bags now extends to pins, display stands, plush charms, and fridge magnets, as well as mystery items, rare editions, and city exclusives. Increasingly, the merchandise has an appeal of its own, independent of the drink. Once the drink is finished, pins and charms can be attached to bags while cards can be tucked into collectible albums. Scarce items can be traded or resold on secondhand marketplaces. Even cup sleeves and paper bags can be cut, collaged, and repurposed. These objects give a fleeting purchase a longer emotional life and social meaning. China's vast base of tea drinkers gives these collaborations a reach few other consumer touchpoints can match. Tea drinking is already a regular habit for many young Chinese consumers. A 2025 survey by iiMedia Research found that 69.76% of respondents who consumed new-style tea drinks bought them two to three times a week. That reach is underpinned by the sheer scale of China's tea shop network. According to retail data provider Yilan Business, 30 major tea chains operated a combined 135,500 stores as of December 2025. Mixue alone had more than 44,000 stores in China, while Goodme operated over 13,000, ChaPanda more than 8,000, and Chagee over 7,000. Of course, the size of a store network does not reflect the reach of any individual collaboration. Still, this extensive footprint gives tea brands a significant advantage in reaching consumers across cities and demographics. However, the relentless pace of new collaborations is also eroding the novelty that once made them appealing. According to iiMedia Research, 61.1% of surveyed new-style tea consumers identified excessive brand collaborations as a major industry problem. As the novelty wears off, brands need a more compelling reason for each partnership. Even established players like Heytea are not immune to missteps. In 2021, the chain collaborated with cleaning brand Mr Muscle on a series of fruit drinks, sparking controversy. The idea was to connect Mr Muscle's grease-removing reputation with the tea's refreshing, palate-cleansing qualities under the shared idea of "cutting through grease." But for many consumers, the association with household cleaning products was enough to put them off buying the drink. As collaborations become easier to replicate, what remains harder to copy is a genuine cultural connection between two brands. Putting two logos on the same cup is simple; convincing consumers why these particular brands or characters belong together is another matter. Ultimately, a partnership's value lies not in how much attention it generates but in whether, once the hype fades, consumers have a clear understanding of what each brand stands for and why the pairing makes sense. The Jing Take reports on a piece of the leading news and presents our editorial team's analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media. Dig Deeper

MiniMe Insights

Oct 17th, 2026

CHAGEE and Cinnamoroll invite tea lovers to sip Lemon Tea, Refresh their day and discover the World of Cinnamoroll Lemon Sky.

CHAGEE and Cinnamoroll invite tea lovers to sip Lemon Tea, Refresh their day and discover the World of Cinnamoroll Lemon Sky. 17th October 2026 A full cup of cuteness! CHAGEE and Cinnamoroll invite tea lovers to sip Lemon Tea, Refresh their day and discover the World of Cinnamoroll Lemon Sky. Bangkok (16 October 2026) - CHAGEE invites tea lovers to add colour and refreshment to their everyday routines with "Lemon Tea." The tartness and fragrance of lemon are paired with distinctive varieties of premium tea to create three new flavours. Taking the cuteness to the next level is the famously adorable character Cinnamoroll, who will bring cheerful and adorable moments to the "Welcome to Cinnamoroll Lemon Sky" campaign. Sip and Refresh with Lemon Tea CHAGEE is transforming the familiar Lemon Tea into a new fruit tea experience featuring a variety of distinctive flavours. Carefully selected premium tea leaves - each with its own unique flavour and aroma - are combined with the refreshing tartness and fragrance of lemon to create three beverages in three distinctive styles: * Lemon Da Hong Pao Fruit Tea: Suitable for those who enjoy a pronounced tea flavour. Rich Da Hong Pao tea, with its roasted notes, is paired with the tartness of lemon to deliver a crisp citrus lift with every sip. Priced at THB 105 (size R) / THB 120 (size L). * Lemon Jasmine Green Fruit Tea: A light jasmine green tea blended with lemon for added depth, complemented by a delicate floral aroma. Ideal for those who prefer a lighter, floral and refreshing flavour profile. Priced at THB 100 (size R) / THB 115 (size L). * Lemon Glutinous Fruit Tea: High-mountain green tea with a distinctive glutinous-rice-like aroma, paired with the fresh fragrance of lemon. Perfect for those looking to enjoy Lemon Tea with an exciting twist. Priced at THB 100 (size R) / THB 115 (size L). Discover the World of Cinnamoroll Lemon Sky The refreshing taste of Lemon Tea becomes even more delightful when paired with Cinnamoroll, the adorable character loved by many and a symbol of friendship and warmth. The partnership between CHAGEE and Cinnamoroll for the Welcome to Cinnamoroll Lemon Sky campaign offers more than an overload of cuteness - it invites everyone on a journey into Lemon Sky, a world filled with clouds and bright yellow lemons that add colour to ordinary days and make them even more special. Visitors can sip Lemon Tea while enjoying themed store decorations, a special merchandise collection and a variety of activities. Ms. Reinuka Yaweera, Marketing Project Manager, CHAGEE Thailand, said: "CHAGEE Lemon Tea has been introduced across several markets. With our Thai consumers in mind, we have created a new lemon tea experience while continuing to prioritise quality and CHAGEE's distinctive tea flavours. This time, we are joined by Cinnamoroll, a character filled with warmth and charm - a comforting companion who pairs perfectly with Lemon Tea, bringing a bright and refreshing touch to everyday moments. We want CHAGEE to be a welcoming little space for everyone to enjoy quality time with the people around them." The Cuteness You Can Carry Every Day Inspired by the world of Cinnamoroll, CHAGEE has designed special cup sleeves and a merchandise collection that allows fans to carry a little cuteness with them and enjoy it in their everyday lives. The following items will be available from 16 October 2026: * Cinnamoroll Pocket Mirror - Available for purchase at a THB 80 when purchasing any two Lemon Tea drinks, size L. * Cinnamoroll Tote Bag - Purchase any Lemon Tea, size L, and add 500 THB. From 23 October 2026, customers can also enjoy: * Cinnamoroll Phone Charm Lanyard - Available in a blind-box format with three designs to collect. Purchase any Lemon Tea, size L, and add 300 THB * Cinnamoroll Scarf - Purchase any Lemon Tea, size L, and add 300 THB, exclusively on the CHAGEE app. Enjoy Cinnamoroll Lemon Sky Moments CHAGEE invites Cinnamoroll fans to experience the world of Cinnamoroll Lemon Sky at the Mini-Pop Up, located in The Veranda zone (close to the CHAGEE store), G Floor, ICONSIAM, from October 16 to 18, 2026. Enjoy the "CHAGEE Lemon Cart" activity, where you can sample 3 tea flavors and complete a short survey to receive a reward through mini gachapon. Additionally, visitors can enjoy the "Cinnamoroll Cloud Moment Photobooth," where everyone can capture adorable moments while following CHAGEE Thailand and Sanrio Thailand on Facebook or Instagram. New sign-ups who download the CHAGEE App will get 3 welcome vouchers. As an extra bonus! fans can unlock a reward voucher by posting their photo on social media and tagging @chagee.th. Plus, fans can enjoy a photo corner at the CHAGEE store on the G Floor, ICONSIAM, from 16 October to 5 November 2026. Refresh your day with Lemon Tea from 16 October 2026. Follow promotions and updates about special activities throughout the campaign on the Facebook, Instagram and TikTok of CHAGEE Thailand.

MarketBeat

Oct 12th, 2026

Chagee (NASDAQ:CHA) stock jumps 4.9% - should you buy?

Chagee (NASDAQ:CHA) stock jumps 4.9% - should you buy? October 12, 2026 Key points. * Chagee shares rose 4.9% to $11.80, with the company valued at approximately $2.17 billion. The stock trades near its 50-day and 200-day moving averages. * Analyst sentiment remains mixed: two analysts rate the stock Buy, four Hold and one Sell, producing an overall Hold rating and an average price target of $13.82. * Chagee recently beat quarterly earnings expectations, reporting $0.37 EPS versus $0.33 expected and $502.59 million in revenue. Institutional investors, including Renaissance Technologies and Bank of America, have also recently increased or initiated positions. * Five stocks to consider instead of Chagee. Chagee Holdings Limited - Sponsored ADR (NASDAQ:CHA - Get Free Report)'s share price traded up 4.9% on Monday. The company traded as high as $11.75 and last traded at $11.80. Approximately 674,641 shares traded hands during trading, a decline of 4% from the average daily volume of 699,844 shares. The stock had previously closed at $11.25. Wall Street Analyst weigh in. A number of equities research analysts recently issued reports on the stock. The Goldman Sachs Group started coverage on shares of Chagee in a report on Sunday, June 21st. They issued a "neutral" rating and a $13.60 price objective for the company. Wall Street Zen upgraded Chagee from a "buy" rating to a "strong-buy" rating in a report on Sunday, October 4th. Finally, Weiss Ratings cut Chagee from a "sell (d+)" rating to a "sell (d)" rating in a research report on Thursday, July 30th. Two research analysts have rated the stock with a Buy rating, four have assigned a Hold rating and one has given a Sell rating to the company's stock. According to data from MarketBeat.com, the stock has an average rating of "Hold" and an average target price of $13.82. Chagee price performance. The company has a market cap of $2.17 billion, a price-to-earnings ratio of 11.71 and a beta of 1.48. The firm has a fifty day simple moving average of $11.23 and a 200 day simple moving average of $11.02. Chagee (NASDAQ:CHA - Get Free Report) last posted its earnings results on Friday, August 28th. The company reported $0.37 earnings per share (EPS) for the quarter, beating analysts' consensus estimates of $0.33 by $0.04. The business had revenue of $502.59 million for the quarter. Chagee had a net margin of 10.23% and a return on equity of 16.43%. Analysts expect that Chagee Holdings Limited - Sponsored ADR will post 1.31 earnings per share for the current year. Institutional investors weigh in on Chagee. Hedge funds and other institutional investors have recently made changes to their positions in the business. Renaissance Technologies LLC bought a new stake in shares of Chagee in the first quarter valued at approximately $2,511,000. Empowered Funds LLC acquired a new stake in shares of Chagee in the first quarter worth $1,211,000. Bank of America Corp DE increased its position in Chagee by 5,266.8% during the first quarter. Bank of America Corp DE now owns 50,502 shares of the company's stock worth $470,000 after acquiring an additional 49,561 shares during the period. Y Intercept Hong Kong Ltd bought a new position in Chagee during the first quarter worth $427,000. Finally, Virtu Financial LLC raised its stake in Chagee by 355.9% during the 4th quarter. Virtu Financial LLC now owns 54,304 shares of the company's stock valued at $632,000 after purchasing an additional 42,393 shares during the last quarter. Chagee company profile. Chagee, also known as BaWangChaJi (霸王茶姬), is a Chinese tea beverage company that operates a chain of cafés and tea shops. Founded in 2017, the company focuses on freshly prepared drinks based on traditional Asian tea varieties, combining tea culture with modern café-style service and branding. Its product range primarily includes tea-based beverages such as milk tea, pure tea and specialty tea lattes made with varieties including jasmine green tea, oolong tea and black tea. Chagee also offers selected seasonal and complementary beverages, with its menu and product development centered on brewed tea rather than the tapioca-focused drinks commonly associated with traditional bubble tea. Chagee serves customers through a combination of company-operated and franchised locations. Further reading. This instant news alert was generated by narrative science technology and financial data from MarketBeat in order to provide readers with the fastest reporting and unbiased coverage. Please send any questions or comments about this story to [email protected]. Before you consider Chagee, you'll want to hear this. MarketBeat keeps track of Wall Street's top-rated and best performing research analysts and the stocks they recommend to their clients on a daily basis. MarketBeat has identified the five stocks that top analysts are quietly whispering to their clients to buy now before the broader market catches on... and Chagee wasn't on the list. While Chagee currently has a Hold rating among analysts, top-rated analysts believe these five stocks are better buys. Tesla, Nvidia, and Google helped shape the last era of market growth, but the next wave could come from a new group of companies. Inside this report, you'll find 7 stocks that could play a major role in the next tech-driven market boom. Continue following MarketBeat

Daily Dose

Oct 9th, 2026

Don't sleep on CHAGEE Teaspresso! Your favorite Milk tea brand's take on everyday caffeine ritual is now made of Pure Tea.

Don't sleep on CHAGEE Teaspresso! Your favorite Milk tea brand's take on everyday caffeine ritual is now made of Pure Tea. CHAGEE's take on everyday caffeine ritual is getting an upgrade! The international tea brand is finally expanding its Teaspresso series, one of CHAGEE's OG infusions especially crafted for hardworking urban hustlers, with two pure tea flavors. To welcome the new offerings to its growing lineup of high-quality teas, CHAGEE is mounting a Teaspresso Flight Experience every Tuesday and Thursday at select stores from October 13 to 30 in addition to a series of promos all month long. A staple in the tea brand's product lineup, Teaspresso is a special infusion brewed for laptop nomads who are constantly seeking caffeine-filled drinks to fuel their work days. Although it has been sitting quietly on the sidelines of CHAGEE's local menu since 2025, Teaspresso has been attracting a niche audience and brewing its own fanbase. This month, the series is finally taking center stage. Coffee for caffeine? How about a Teaspresso? Rooted in CHAGEE's tea-making heritage, Teaspresso combines the craft of tea with the precision of espresso-style extraction - a pressure-extraction method similar to an espresso machine - to draw out the tea's delicate aroma and flavor. The result is a bold yet smooth tea experience that brings out the leaves' rich scent, body, and complexity, while preserving the qualities that make premium tea distinctive. Teaspresso reflects a changing relationship with caffeine, one that leaves room for tea to take center stage. Its concentrated, full-bodied profile also serves as a versatile base for lattes and frappes, giving Filipinos different ways to enjoy the depth of tea in their everyday routines. The first local lineup introduced in 2025 included Lapsang Souchong Teaspresso Latte, Da Hong Pao Teaspresso Latte, Chocolate Cookie Lapsang Souchong Teaspresso Frappe, Caramel Da Hong Pao Teaspresso Frappe. This October, CHAGEE is introducing the new Teaspresso Pure Tea series, offering a more tea-forward take on the tea-based espresso experience. Available at only 21 CHAGEE stores, the new lineup features the Da Hong Pao Teaspresso Pure Tea and Lapsang Souchong Teaspresso Pure Tea. Monthlong Teaspresso Promos Recognizing the rise of young professionals and students working at cafes looking for a caffeine boost to increase productivity, CHAGEE is celebrating the expanded Teaspresso series with exciting promos all month long. From October 9 to 11, CHAGEE's Teaspresso Lucky Sip promo will be available via the CHAGEE app. Every Teaspresso purchase comes with a surprise cup tag for a chance to win rewards. Winners of instant prizes can redeem free upsizes, ₱50 discounts, and 30% off vouchers, while winners of grand prizes can take home a free drink and a limited number of CHAGEE merchandise such as lanyards, tote bags, and notebooks - until supplies last. Prizes are redeemable at all participating stores. CHAGEE's stamp card collection promo runs from October 12 to 27. Customers earn one stamp for every daily Teaspresso purchase to build streaks, unlock perks, and make Teaspresso part of their daily ritual. A three-day streak earns a free drink voucher for a drink of the customer's choice and size, while a five-day streak gives a free cup sling. In the same period, CHAGEE will be dropping its Constellation Bundles where customers can get a free Teaspresso drink for every purchase of any Constellation merch, including tumbler, notebook, totebag, and lanyard. CHAGEE's popular Brew Crew is joining the Teaspresso craze. From October 16 to 27, customers can get 2 Brew Crew Blindboxes + 1 FREE Teaspresso Latte or Signature Matcha Latte for only ₱699 or ₱799 via Grabfood. Finally, CHAGEE's Four The Crew promo runs from October 21-27, offering a buy-three-get-one deal perfect for groups of CHAGEE fans. The promo applies only to Fresh Milk Teas, Lemon Fruit Teas, and Teaspresso Latte and Frappe series. Tara, Work from CHAGEE! For Pinoy hustlers juggling deadlines, meetings, and everything in between, finding the right space to get things done can make all the difference. This month, CHAGEE is giving Filipinos more reasons to experience tea-based caffeine to power their day by transforming select tea houses in Metro Manila into a productivity space. Happening every Tuesday and Thursday from October 13 to 30, CHAGEE will be holding a free Teaspresso Flight Experience, a tea tasting and tea ritual activity guided by its in-house tea masters at five CHAGEE stores, including Robinsons Galleria, Greenfield District, National University MOA, GLAS Tower, and Park Triangle. There will be two flights per session scheduled at 10:00 AM and 3:00 PM, and each session will have 10 flight slots. Interested customers can sign up and book a flight slot via the official registration links posted on CHAGEE's social pages. "Hardworking students and young professionals need two things: a dose of caffeine to power their day and a space conducive for working and learning. Moreover, we recognize that caffeine culture is evolving as more consumers are exploring alternatives to coffee. Teaspresso is our answer to that. The new flavors in our Teaspresso series are re-engineered tea experiences that combine premium tea craftsmanship with modern brewing techniques and unexpected flavor combinations to create a new, elevated way to enjoy tea. We invite Filipinos to experience our expanded Teaspresso line right at our tea stores, which are designed to be a productivity-inducing space," said Christopher "Sonny" Tiong, General Manager, CHAGEE Philippines. Follow CHAGEE Philippines on Instagram, Facebook, and TikTok for more updates.

Bulgarian-Chinese Chamber of Commerce and Industry

Sep 28th, 2026

Heytea draws hours-long queues at Thailand debut.

Heytea draws hours-long queues at Thailand debut. * by admin * September 28, 2026 Chinese tea chain Heytea attracted crowds of customers to its first store in Thailand on Friday. [Photo provided to chinadaily.com.cn] Chinese tea chain Heytea attracted crowds of customers to its first store in Thailand on Friday, with consumers queuing for more than three hours despite heavy rain, showing a growing demand for China's premium tea brands as they accelerate international expansion. The store, located at Bangkok's CentralWorld shopping mall, marks Heytea's entry into Thailand, one of Southeast Asia's most competitive beverage markets. According to the company, some customers began lining up before 5 am, while the queue stretched about 300 meters at its peak, despite heavy rain, while local tourism authority welcomed the arrival of the Chinese brand on its social media channels. The Bangkok outlet is also Heytea's first overseas Heytea lab 2.0 store, a concept designed to showcase new products beyond its core tea menu. Alongside signature drinks such as Coconut Mango and Triple Matcha, the store features three experimental formats - tea lab, bake lab and gelato lab - and debuted teaAir, a new "tea cloud" concept introduced globally for the first time. Chinese tea chain Heytea attracted crowds of customers to its first store in Thailand on Friday. [Photo provided to chinadaily.com.cn] The launch also includes several products developed specifically for the Thai market, including teaAir · Rock Oolong Jackfruit, Thai Milk Tea Croissant Egg Tart, and Lime Thai Milk Gelato. Heytea is among a growing number of Chinese beverage brands expanding overseas as competition intensifies at home. China's premium tea market has become increasingly crowded in recent years, with leading chains including Mixue, CHAGEE and Heytea competing aggressively for market share. For Heytea, the Bangkok opening builds on earlier international expansion in North America and other Asian markets. Previous Heytea lab stores in New York and Toronto also attracted long queues when they opened. [email protected] Tanks to chinadaily.com.cn Please visit: Its Sponsor

CHAGEE

Real Estate Executive

About the job