An ode to craft and heritage: Why your favourite tea is getting a new name
BRANDED CONTENT An ode to craft and heritage: Why your favourite tea is getting a new name Now known as Bo·Ya, Chagee's jasmine green milk tea sells over 600 million cups a year thanks to its top-quality leaves and meticulous scenting process
Ask any Chagee fan what to order, and they would likely recommend a cup of jasmine green milk tea. Fragrant yet refreshing with rich layers of flavour, it is no surprise that this is the global fresh tea brand's bestseller, with total sales exceeding 600 million cups a year.
However, there is no secret or shortcut to this success. The complex nuances of Chagee's signature beverage come from the highlands of Yunnan and Fujian, where a cool climate and fertile soil offer perfect conditions for premium tea.
To get the highest concentration of flavour, harvesters hand-pluck only the youngest and best leaves at the tip of the tea plant. For its jasmine green milk tea, Chagee uses a blend of Yunnan high mountain green tea and Fujian Da Bai Hao green tea, as the former offers depth and the latter, clarity.
But that is just the first step. Instead of relying on artificial fragrances for their jasmine teas, Chagee's tea artisans employ several rounds of scenting, where they layer jasmine flowers over their blend of quality leaves.
Chagee's tea artisans add jasmine flowers to a blend of Yunnan high mountain green tea and Fujian Da Bai Hao green tea for pure, layered fragrance.
PHOTO: CHAGEE
These double-petaled flowers must be fresh and harvested only on sunny days when they are in season. They are placed over the green tea leaves during peak bloom at night, so that the leaves can absorb the flowers' natural oils. This cycle is repeated several times, where the spent blossoms are removed daily, and a new batch is layered on the next night.
Using this traditional method, the green tea leaves absorb not only the aroma, but the essence of the flower, leaving no petals in the final product, only pure, layered fragrance.
Creating connections through tea
Steeped in history, tea is the world's second-most consumed beverage after water, with evidence that it was first consumed over 5,000 years ago. The ancient beverage is also known for its wellness benefits and cultural significance.
Tapping on ancient Chinese culture, Chagee's iconic jasmine green milk tea now takes on the name Bo·Ya Jasmine Green Milk Tea, inspired by a skilled zither player of the same name.
Folklore has it that Bo Ya felt no one truly understood the emotions behind his beautiful music. That was until a woodcutter named Zhong Ziqi happened to overhear Bo Ya's music and was able to appreciate it. Zhong Ziqi accurately interpreted the nuances behind each note and melody, leading to the development of a deep bond and enduring friendship between the two.
Inspired by the story of Bo Ya and Zhong Ziqi, Chagee's Bo·Ya Jasmine Green Milk Tea is an ode to craft, heritage and enduring friendship.
PHOTO: CHAGEE
Says chief marketing officer of Chagee Asia-Pacific Eugene Lee: 'We're making the bold move to rename our signature drink to Bo·Ya because our customers have shown us that it's more than just a cup of tea. To them, it's a way to connect with loved ones and enjoy a shared moment. We hope BO·YA becomes a symbol of these connections and brings to life what our guiding belief of 'Chagee Together' truly means.'
In celebration of International Tea Day on May 21, reconnect with your loved ones over a cup of Bo·Ya Jasmine Green Milk Tea and commemorate your time together with a free magnet from May 24 when you purchase two large cups of the beverage at any Chagee store.
Join the B-O-Y-A hunt to win a free month* of milk tea
1. From May 21 to 23, purchase a large Bo·Ya Jasmine Green Milk Tea and get a drink tag with a random letter.
2. Collect all four letters to complete the name B-O-Y-A .
3. Present your completed set of B-O-Y-A letters to the barista at Chagee VivoCity from May 21 to 25 to get your exclusive redemption code. Redeem it in the Chagee app and enjoy a free month's worth of Chagee drinks.
*Terms and conditions apply.
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