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Premium tea brand Chagee prepares Korean debut, promises 'authentic, high-quality' drinks and experience

Published: 28 Apr. 2026, 15:00 Updated: 28 Apr. 2026, 15:47

KIM MIN-YOUNG
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Chinese tea brand Chagee's flagship store in Gangnam District, southern Seoul, on April 28 [KIM MIN-YOUNG]

The Chinese premium tea brand Chagee put the spotlight on providing “quality tea and experience” at a press conference in its flagship store in Gangnam District, southern Seoul, on Tuesday, ahead of its official opening on Thursday.

Chagee is launching the flagship store in Gangnam alongside two additional locations at I’Park Mall in Yongsan District, central Seoul, and Sinchon in Seodaemun District, western Seoul. All three stores are set to open simultaneously on Thursday.

“These locations represent different consumer groups and lifestyles, allowing us to expand the brand experience naturally,” said Chagee Korea CEO Kim Joa-hyun.

Founded in China’s Yunnan province in 2017, Chagee has rapidly expanded in China, gaining popularity for its modern reinterpretation of traditional tea culture. Its signature milk teas, for example, are made with freshly brewed tea leaves prepared in-store. In April last year, it became the first Chinese milk tea brand to be listed on the Nasdaq.

“At Chagee, the experience encompasses the entire process — from how tea is made to the moment that it’s enjoyed,” said Chagee Korea Chief Marketing Officer Kim Jung-hee. “From selecting tea leaves to extracting them, brewing and drinking the tea, [each step] culminates in a single experience. This is the message that we want to deliver to Korean consumers: authentic, high-quality tea that creates meaningful, everyday moments.”

Chagee Korea CEO Kim Joa-hyun, left, and Chagee Korea Chief Marketing Officer Kim Jung-hee speak at a press conference in the tea franchise's flagship store in Gangnam District, southern Seoul, on April 28. [KIM MIN-YOUNG]

As of April, Chagee operates more than 7,000 stores worldwide, with Korea marking its latest expansion.

“We aim to offer a new experience that combines the traditional value of tea with a modern lifestyle,” Kim Joa-hyun said. “Rather than focusing on rapidly expanding [the company], we want to prioritize establishing stable standards, and we will maintain the same consistency [in quality] in Korea as we have globally.”

A Korean architect designed the Gangnam flagship store, which also features a tapestry by Korean artist Janice Chae, to reflect local sensibilities.

Chinese tea brand Chagee's flagship store in Gangnam District, southern Seoul, on April 28 [KIM MIN-YOUNG]

Chinese tea brand Chagee's flagship store in Gangnam District, central Seoul on April 28. [CHAGEE]

“Chagee stores are designed not as places for quick consumption but as spaces where customers can stay and fully immerse themselves in the tea,” the CEO added, noting that the Gangnam store incorporates traditional Korean motifs, ceramics and teapots into its decor.

The back wall features a Milky Way-inspired design while strips of silk material hang from the ceiling to evoke the Silk Road, symbolizing the global journey of tea.

At its core, the brand’s message centers on the craft of brewing premium tea.

“The experience begins and ends with a single cup of tea,” Kim Jung-hee said. “Rather than adding a powerful sweetness or other stimulating elements [to the flavor], we prioritize balance and allow the tea and ingredients to harmonize.”

BY KIM MIN-YOUNG [[email protected]]