Manila, Philippines – International tea brand CHAGEE is positioning itself at the forefront of the Philippines’ evolving beverage landscape, as consumers increasingly gravitate towards drinks made with real ingredients and premium tea leaves.
The shift marks a new chapter for the country’s milk tea category, which has transformed significantly since its rise in popularity in the late 2000s.
Once defined largely by sweetness, novelty flavours, and customisable add-ons, the market is now seeing growing demand for beverages that offer authenticity, quality, and a more elevated drinking experience.
CHAGEE, which entered the Philippine market in August 2025, has emerged as one of the brands championing that evolution.
The international tea chain has built its proposition around traditional tea craftsmanship, using premium tea leaves sourced from selected farms and brewed without artificial sugar additives.
Its arrival coincided with changing consumer preferences shaped by wellness-conscious lifestyles and increased exposure to global food and beverage trends.
More Filipino consumers are now seeking drinks that balance indulgence with quality, viewing tea not merely as an alternative to coffee or a sugary treat, but as an experience in itself.
“This, I believe, is what sets CHAGEE apart despite the highly saturated milk tea market,” said Sonny Tiong, General Manager of CHAGEE Philippines.
“Our tea leaves are sourced from trusted tea farms, selected based on a number of strict criteria. Whether it’s Oolong, Tie Guan Yin, or Da Hong Pao, our foremost priority is quality that’s consistent across all markets.”
“From farms located at the most ideal location, harvesting at the tea leaves’ peak flavor, to the brewing process, we prioritise quality and authenticity to ensure every cup echoes our tea philosophy that is rooted in tea as a ritual and an experience.”
The strategy appears to be resonating with local consumers.
CHAGEE’s BO·YA Jasmine Green Milk Tea has become one of its standout offerings in the Philippines, while products such as the Hojicha Genmai Milk Tea, Cocoa Oolong Milk Tea, and limited-edition Bes-Tea Plushies have helped sustain consumer interest.
Beyond milk tea, the brand has also expanded into familiar formats through its Iced Lemon Fruit Tea range, reinterpreting a beverage long embraced by Filipino households.
The series—comprising Jasmine Lemon Tea, Da Hong Pao Lemon Tea, and Glutinous Lemon Tea—combines real lemon juice with premium tea blends to deliver a more refined take on a local favourite.
