CHAGEE has introduced a set of regional New Year tea offerings across Southeast Asia, aligning citrus-forward flavour profiles with seasonal demand and festive traffic cycles.
In Malaysia, the brand launched Yuzu Tie Guan Yin Tea, available from late January 2026. The drink combines floral Tie Guan Yin tea with yuzu, positioned as a limited-time Chinese New Year menu item. Campaign visuals and in-app promotions emphasise brightness, freshness, and sharing cues, with availability across CHAGEE Malaysia outlets nationwide.
In Indonesia, CHAGEE introduced a Lemon Tea Series, featuring multiple variants built on jasmine green tea and Da Hong Pao tea bases. The lineup highlights a lighter, citrus-driven profile, promoted through official CHAGEE Indonesia social channels as a seasonal refresh rather than a permanent menu expansion.
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The “camellia” reference appearing in New Year communications aligns with CHAGEE’s existing Camellia Oolong product family, which remains a core menu anchor rather than a festive-exclusive launch. Camellia Oolong-based drinks continue to support the brand’s floral oolong identity, running alongside seasonal fruit teas across select markets.
Overall, these New Year offerings reflect CHAGEE’s regional menu localisation strategy, where flavour selection, naming, and promotional focus vary by market, while maintaining a consistent premium tea positioning across Southeast Asia.
Reference: Chagee
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