Kuala Lumpur, Malaysia – CHAGEE has rolled out its new holiday campaign in Malaysia, centering around the idea of enjoying the small, meaningful rituals. Featuring a collaboration with Sanrio’s Hello Kitty and a new seasonal beverage launched on December 12, the campaign underscores the brand as a companion for moments of rest and connection.
Offering a twist, this year’s holiday collaboration features a Tanned Hello Kitty, a character known across the Asia-Pacific region for her sunny, tropical-inspired design. CHAGEE said the character’s warm aesthetic aligns with the seasonal drink’s flavour profile and visual theme.
Meanwhile, the Cocoa Oolong Milk Tea features oolong sourced from the Wuyi Mountains in China and cocoa from Côte d’Ivoire’s Gold Belt. According to CHAGEE, the drink delivers a roasted aroma followed by a smooth cocoa finish and will be available for a limited period, alongside a wide-range of merchandise.
“The holidays are a reminder that connection is one of the most precious things we have. With Cocoa Oolong Milk Tea and Tanned Hello Kitty, we wanted to create something that feels comforting, joyful, and familiar, the same way meaningful relationships feel,” said Eugene Lee, chief marketing officer at CHAGEE APAC.
“At CHAGEE, we believe tea is more than a drink. It is a way for people to slow down, be present and create memories together. I hope this collaboration inspires moments of warmth that stay with our fans long after the season ends,” added Eugene.
“Hello Kitty has always encouraged kindness and connection, and this collaboration with CHAGEE carries that spirit into the festive season,” said Kohei Imai, COO, Sanrio Southeast Asia. “Tanned Hello Kitty’s warmth and Cocoa Oolong Milk Tea’s comforting character create a celebration of togetherness. We hope it brings fans joy and closeness throughout the holidays.”
CHAGEE has also released a series of limited-edition collectibles themed around Tanned Hello Kitty. The items include the Snuggle Snap, the Cuddle Sling, the Plushie Charm, and the Mini Charm, which the brand describes as designed for gifting or collecting.
To accompany the launch, the brand will run a nationwide “C-Pose Challenge” across 15 selected outlets. Customers who take part by posting photos with in-store displays and tagging CHAGEE on social media will have the chance to receive drink vouchers and branded merchandise.
CHAGEE stated that the collaboration aims to encourage consumers to slow down and appreciate quieter moments during the festive period. According to the company, the seasonal drink and character partnership are intended to evoke a sense of comfort and connection throughout the holiday season.
Recently, CHAGEE has also opened its first pet-friendly store in Southeast Asia, located specifically at Eastwood, Quezon City, Philippines.
