CHAGEE, a fast-growing premium brand focused on modernizing traditional tea culture, is expanding to 16 outlets in the Philippines with plans for localization of its tea offerings.
Trade Secretary Ma. Cristina A. Roque met with CHAGEE managing partner and APAC chief operating officer Brook Fu and CHAGEE Philippines general manager Christopher “Sonny” Tiong on May 23, 2026. Organized by the Philippine Trade and Investment Center–Shanghai, led by Vice Consul Commercial Jose Ma. S. Dinsay, the meeting highlighted CHAGEE’s rapid progress in the country.
CHAGEE, a fast-growing premium brand focused on modernizing traditional tea culture, officially entered the Philippine market in August 2025 with the simultaneous launch of three Metro Manila stores at SM North EDSA, Robinsons Galleria, and Venice Grand Canal Mall.
Since its debut, the brand has scaled rapidly, reaching 16 stores across the Philippines by the end of April 2026—a reflection of strong consumer demand and early market traction in the premium beverage segment. Fu shared that CHAGEE intends to maintain its strong expansion momentum with more stores planned for the coming months.
Secretary Roque welcomed the growth and emphasized the Philippine government’s commitment to supporting foreign investments that generate local jobs, strengthen domestic industries, and promote inclusive growth. She specifically underscored opportunities for deeper collaboration in supply chain localization, urging CHAGEE to explore sourcing Philippine agricultural products—such as coconut, mango, and pineapple—for global product innovation and development.
Discussions also touched upon CHAGEE’s broader vision of modernizing tea culture, scaling its operational systems and training programs, and creating employment opportunities through its growing retail footprint.
According to CHAGEE executives, the Philippine market serves as a key pillar to its long-term global strategy, which aims to serve tea lovers in 100 countries, create 300,000 jobs worldwide, and deliver 15 billion cups of freshly brewed tea annually.
As of December 31, 2025, CHAGEE operated 7,453 teahouses globally, marking a 15.7 percent year-on-year increase. The company also recorded a total Gross Merchandise Value (GMV) of RMB 31.58 billion in 2025, a 7.2 percent year-on-year growth that underscores its continued global momentum.
Reaffirming support for such enterprises, the DTI noted it is working via a whole-of-government approach alongside national agencies, local government units, and investment promotion agencies to maintain a stable and enabling business environment for foreign investors.
Both parties expressed optimism for continued engagement as CHAGEE deepens its presence in the Philippines, further strengthening bilateral economic ties while fueling job creation in the country’s fast-growing retail food sector.
