Latest news with #CHAGEE
Malay Mail
21-05-2025
- Entertainment
- Malay Mail
CHAGEE's Signature Drink Gets a Meaningful Makeover: Introducing BO·YA JASMINE GREEN MILK TEA
In time for International Tea Day on 21 May, CHAGEE reintroduces its bestselling drink — with a new name that reflects its essence. SINGAPORE - Media OutReach Newswire - 21 May 2025 - This International Tea Day, CHAGEE unveils a new name for its global bestseller:. More than a name change, BO·YA reflects what the tea truly stands for — connection, craftsmanship, and flavour that resonates beyond over 600 million cups sold annually, this is CHAGEE's most beloved drink. The new name honours its popularity while shining a light on the artistry behind every jasmine green tea is common in Southeast Asia, not all jasmine teas are created equal. Many rely on artificial sprays or oil-based flavourings to mimic fragrance, resulting in tea that smells strong but tastes is different. Crafted using a traditional multi-round scenting method, fresh jasmine blossoms are layered over green tea leaves each night at peak bloom, then removed by hand and replaced over multiple cycles. The leaves absorb not just the scent, but the soul of the flowers — leaving behind no petals, only a naturally layered tea itself is a blend of two premium teas: Yunnan high-mountain leaves, prized for depth, and Fujian Da Bai Hao, known for clarity. Every batch is handpicked at the standard of "one bud and two leaves", then transformed through CHAGEE's artisan name BO·YA draws from the Chinese legend of Bo Ya and Ziqi — a musician and woodcutter who formed a rare friendship through deep understanding. Their story inspired the phrase(知音) — someone who truly hears and understands BO·YA speaks to that same kind of connection. It's about discovering something that just clicks — like finding a favourite tea or sharing a quiet moment with someone who simply gets the renaming of its most iconic drink, CHAGEE continues its mission to elevate tea culture for a new generation, bridging heritage with modernity."BO·YA holds special significance to us. It's more than just our bestselling drink; it reflects what CHAGEE stands for," said Eugene Lee, Chief Marketing Officer, CHAGEE APAC. "As we expand across the region, we stay rooted in tradition while looking ahead. With BO·YA, we hope to share not just a beautifully crafted tea, but a moment of connection — with flavour, culture, and each other."The rename also caps off a banner year for CHAGEE's international expansion. With successful entries into Indonesia and the United States, and more stores launching across APAC, BO·YA is set to lead the way — not just as a drink, but as a symbol of CHAGEE's evolving global #CHAGEE The issuer is solely responsible for the content of this announcement. About CHAGEE CHAGEE is an international tea beverage brand guided by the vision to connect people and cultures through a great cup of tea. By leveraging innovative solutions, CHAGEE places a modern twist on traditional tea culture, making it more attractive and accessible to the new-age customer. Crafted from whole tea leaves with a focus on health, CHAGEE's tea offers a drinking experience that blends rich heritage with modern tastes. With over 6,000 stores worldwide as of May 2025, CHAGEE's APAC HQ is in Singapore, with stores in Malaysia, Thailand and Indonesia.
The Sun
21-05-2025
- Business
- The Sun
CHAGEE's Signature Drink Gets a Meaningful Makeover: Introducing BO·YA JASMINE GREEN MILK TEA
SINGAPORE - Media OutReach Newswire - 21 May 2025 - This International Tea Day, CHAGEE unveils a new name for its global bestseller: BO·YA JASMINE GREEN MILK TEA. More than a name change, BO·YA reflects what the tea truly stands for — connection, craftsmanship, and flavour that resonates beyond taste. With over 600 million cups sold annually, this is CHAGEE's most beloved drink. The new name honours its popularity while shining a light on the artistry behind every cup. A new name for a timeless craft While jasmine green tea is common in Southeast Asia, not all jasmine teas are created equal. Many rely on artificial sprays or oil-based flavourings to mimic fragrance, resulting in tea that smells strong but tastes hollow. BO·YA is different. Crafted using a traditional multi-round scenting method, fresh jasmine blossoms are layered over green tea leaves each night at peak bloom, then removed by hand and replaced over multiple cycles. The leaves absorb not just the scent, but the soul of the flowers — leaving behind no petals, only a naturally layered aroma. The tea itself is a blend of two premium teas: Yunnan high-mountain leaves, prized for depth, and Fujian Da Bai Hao, known for clarity. Every batch is handpicked at the standard of 'one bud and two leaves', then transformed through CHAGEE's artisan process. A tea steeped in meaning The name BO·YA draws from the Chinese legend of Bo Ya and Ziqi — a musician and woodcutter who formed a rare friendship through deep understanding. Their story inspired the phrase zhī yīn (知音) — someone who truly hears and understands you. Today, BO·YA speaks to that same kind of connection. It's about discovering something that just clicks — like finding a favourite tea or sharing a quiet moment with someone who simply gets it. More than a drink With the renaming of its most iconic drink, CHAGEE continues its mission to elevate tea culture for a new generation, bridging heritage with modernity. 'BO·YA holds special significance to us. It's more than just our bestselling drink; it reflects what CHAGEE stands for,' said Eugene Lee, Chief Marketing Officer, CHAGEE APAC. 'As we expand across the region, we stay rooted in tradition while looking ahead. With BO·YA, we hope to share not just a beautifully crafted tea, but a moment of connection — with flavour, culture, and each other.' The rename also caps off a banner year for CHAGEE's international expansion. With successful entries into Indonesia and the United States, and more stores launching across APAC, BO·YA is set to lead the way — not just as a drink, but as a symbol of CHAGEE's evolving global identity.
Zawya
21-05-2025
- Entertainment
- Zawya
CHAGEE's Signature Drink Gets a Meaningful Makeover: Introducing BO·YA JASMINE GREEN MILK TEA
In time for International Tea Day on 21 May, CHAGEE reintroduces its bestselling drink — with a new name that reflects its essence. SINGAPORE - Media OutReach Newswire - 21 May 2025 - This International Tea Day, CHAGEE unveils a new name for its global bestseller: BO·YA JASMINE GREEN MILK TEA. More than a name change, BO·YA reflects what the tea truly stands for — connection, craftsmanship, and flavour that resonates beyond taste. With over 600 million cups sold annually, this is CHAGEE's most beloved drink. The new name honours its popularity while shining a light on the artistry behind every cup. A new name for a timeless craft While jasmine green tea is common in Southeast Asia, not all jasmine teas are created equal. Many rely on artificial sprays or oil-based flavourings to mimic fragrance, resulting in tea that smells strong but tastes hollow. BO·YA is different. Crafted using a traditional multi-round scenting method, fresh jasmine blossoms are layered over green tea leaves each night at peak bloom, then removed by hand and replaced over multiple cycles. The leaves absorb not just the scent, but the soul of the flowers — leaving behind no petals, only a naturally layered aroma. The tea itself is a blend of two premium teas: Yunnan high-mountain leaves, prized for depth, and Fujian Da Bai Hao, known for clarity. Every batch is handpicked at the standard of "one bud and two leaves", then transformed through CHAGEE's artisan process. A tea steeped in meaning The name BO·YA draws from the Chinese legend of Bo Ya and Ziqi — a musician and woodcutter who formed a rare friendship through deep understanding. Their story inspired the phrase zhī yīn (知音) — someone who truly hears and understands you. Today, BO·YA speaks to that same kind of connection. It's about discovering something that just clicks — like finding a favourite tea or sharing a quiet moment with someone who simply gets it. More than a drink With the renaming of its most iconic drink, CHAGEE continues its mission to elevate tea culture for a new generation, bridging heritage with modernity. "BO·YA holds special significance to us. It's more than just our bestselling drink; it reflects what CHAGEE stands for," said Eugene Lee, Chief Marketing Officer, CHAGEE APAC. "As we expand across the region, we stay rooted in tradition while looking ahead. With BO·YA, we hope to share not just a beautifully crafted tea, but a moment of connection — with flavour, culture, and each other." The rename also caps off a banner year for CHAGEE's international expansion. With successful entries into Indonesia and the United States, and more stores launching across APAC, BO·YA is set to lead the way — not just as a drink, but as a symbol of CHAGEE's evolving global identity. Hashtag: #CHAGEE The issuer is solely responsible for the content of this announcement. About CHAGEE CHAGEE is an international tea beverage brand guided by the vision to connect people and cultures through a great cup of tea. By leveraging innovative solutions, CHAGEE places a modern twist on traditional tea culture, making it more attractive and accessible to the new-age customer. Crafted from whole tea leaves with a focus on health, CHAGEE's tea offers a drinking experience that blends rich heritage with modern tastes. With over 6,000 stores worldwide as of May 2025, CHAGEE's APAC HQ is in Singapore, with stores in Malaysia, Thailand and Indonesia. CHAGEE
Straits Times
20-05-2025
- Business
- Straits Times
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. Join ST's Telegram channel and get the latest breaking news delivered to you.
Hype Malaysia
20-05-2025
- Business
- Hype Malaysia
Netizens Discuss ZUS Coffee's Newest Tea Series That Could Rival CHAGEE's Menu?
ZUS Coffee, a rising Malaysian franchise known for its dynamic marketing and competitive nature making its mark in the market as Malaysia's favourite beverage brand. Rivalling overseas brands in a highly competitive market, brands such as ZUS need to opt to follow the flow of consumer wants to achieve the top spot in the market. Just yesterday (Monday, 19th May 2025), ZUS Coffee launched their newest addition to the menu, their 'ZUS Tea Series', broadening their taste from a primarily coffee-dominated menu. Netizens have taken to social media to quip on their thoughts on the new series, which looks to be an effort to tap into another popular franchise's market. ZUS's newest addition consists of 3 new flavours with a hot and cold variation, namely, the 'Dark Oolong Milk Tea', 'Jasmine Milk Tea' and 'White Peach Oolong Milk Tea'. Netizens discussed that the brand's newest addition could be a strategic decision to tap into CHAGEE's market, as their menu closely resembles that of CHAGEE's, especially with the highlighted 'White Peach Oolong Milk Tea'. Twitter user @/fdajesfry commented, 'Zus now has a Tea Series and they're clearly going for CHAGEE's target market, they put White Peach Oolong Milk Tea at the top of the list'. The user went on to rate ZUS's tea series by giving it a 2 out of 5 stars, commenting that the beverage has an artificial flavour with extra fragrance. More netizens agreed with the sentiment but applauded the Malaysian brand's strategy in competing with the market. ZUS Coffee is currently having an RM9.90 promotion on their 'ZUS Tea Series'! Maybe try your taste buds at their newest menu and share your thoughts? Source: Facebook, Twitter Alyssa Gabrielle contributed to this article
