The chief marketing officer for Chagee APAC shares the brand's plans and consumption trends in Singapore.
\n\nChinese tea brand Chagee has shifted its focus in Singapore from the central region towards the heartlands in 2026, after customers' feedback.
\n\nAmong its 44 outlets to date, some of the newest were opened in Pasir Ris Mall, Punggol Coast Mall, and Bedok Mall in August 2026.
\n\nThe company plans to keep expanding in Singapore, said Eugene Lee, Chagee's vice president and chief marketing officer for Asia Pacific.
\n\n"There's a bit more potential for this market here," he added.
\n\nMilk tea brands abound in Singapore, with an increasing number coming from China in recent years. What has helped Chagee gain popularity here?
\n\nLee, who is Malaysian, believes Singaporeans' tastes are strongly aligned with Chagee's tea-forward approach.
\n\n"Customers really enjoy the fact that the product itself contains a lot of tea," he told Mothership.
\n\nTo him, this sets the brand apart from others that make their tea secondary to flavours such as mango and pistachio in their drinks.
\n\nContrary to what many might think, Chagee is not bubble tea, he emphasised.
\n\nInstead, he described Chagee as "Starbucks for tea", serving premium, "very refined" tea originating…
Original source: https://mothership.sg/
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