CHAGEE Marks 8th Anniversary With Global Brand Refresh Cup Design
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Key Facts
- CHAGEE unveils refreshed brand identity and anniversary cup design
- Visuals draw from the Ancient Tea Horse Road and symbols of exploration
- Brand surpasses 7,000 stores across Asia Pacific and the United States
- “From 8 to Infinity” theme signals long term global lifestyle ambitions
- Regional markets to roll out pop ups and limited time promotions
CHAGEE is marking its eighth anniversary with a refreshed brand identity and new cup design as the modern tea house leans into a more global vision. The update follows the brand’s Nasdaq listing and reinforces its move from homegrown favourite to international lifestyle name built around modern tea culture.
The anniversary cup takes cues from the Ancient Tea Horse Road and layers in symbols of craft and movement. A rose and tea tree reference quality and growth, while a horse and sailing ship point to trade routes and cultural exchange. A surrounding constellation is meant to capture tea as a universal ritual that links people and places across generations and markets.
Under the “From 8 to Infinity” banner, CHAGEE is using the refresh to underline its long term ambitions. Chief marketing officer Eugene Lee said the design is about “reflection and renewal” as the brand grows past 7,000 stores across Asia Pacific and the United States. Regional teams will support the milestone with anniversary activities, pop ups, and limited time offers announced through local social channels.
