CHAGEE bets on tea to win over Filipino palates
The largely coffee-drinking nation has recently been warming up to premium tea experiences.
CHAGEE is betting on evolving Filipino tastes to challenge a coffee‑first culture in the Philippines as the milktea market is projected to value $40m by 2030.
Christopher Tiong, country general manager at CHAGEE Philippines, told QSR Media that this tells them that more Filipinos are open to new experiences and new beverage options, giving CHAGEE a place in the market.
However, CHAGEE itself is not looking to challenge coffee chains.
“Our aim has always been, from the very start, to modernise tea culture and to bring everyone together through tea. And in doing that, we create differentiated experiences,” Tiong said.
Tiong said they plan to create their own way by creating their own category altogether. He added that CHAGEE offers a different choice for consumers, and to innovate through tea and not around it.
In line with its commitment to “innovate through tea, not around it,” CHAGEE recently introduced a fresh lemon tea series, which Tiong described as light and refreshing while still staying true to the brand’s use of premium tea leaves.
He said the brand does not view fruit teas or lemon teas as merely colourful or sweet, but believes they must still taste like tea—an approach that supports CHAGEE’s ambition to introduce a new tea category to the Filipino market.
