Move Over Starbucks: How CHAGEE Is Reinventing Tea to Become China’s Next Global Icon.

In the future, we’ll increasingly see brands from China achieve global success—not because they’re cheap, but because they’re good. One area where few currently expect this shift is system gastronomy.

However, with the rise of Asian soft power, I’ve long been waiting for leading Asian tea chains to start competing with Starbucks—not just locally, but on a global scale.

The world’s largest gastronomy chain by number of outlets is already Mixue Ice Cream & Tea, offering affordable products like iced tea, bubble tea, and soft-serve ice cream.

But from a branding perspective, CHAGEE is even more interesting. The company not only aims to remain affordable, but also places strong emphasis on quality, tradition, and sustainability.

The YouTube video below introduces the founder and gives a comprehensive history of CHAGEE—while also explaining what makes the brand unique

• Integrated supply chain, especially for tea, to ensure consistent quality.

• Smart expansion via a mix of flagship stores and franchise branches to maintain control and stay close to customers, while still scaling the business.

• Automated tea preparation using high-tech innovation to reduce errors and ensure consistency.

If you want to explore CHAGEE’s offerings, check out the website and menu of its U.S. subsidiary. It has absolutely nothing to do with the cheap, overly sweet bubble tea horror that’s often sold in the West…

A genuinely interesting, innovative brand. I’m curious to see when CHAGEE will arrive in Europe.