Ho Chi Minh City, Vietnam – CHAGEE has officially opened its presence in Vietnam with two flagship stores on Dong Khoi Street and at mPlaza, alongside a concept store on Ly Tu Trong Street in central Ho Chi Minh City.
From December 19 to 21, CHAGEE staged a series of experiential activities and customer initiatives across its Ho Chi Minh City locations. Visitors can participate in interactive features, including a Pickleball Booth with souvenir gifts and instant Instax photo opportunities using CHAGEE-branded frames, as well as sample freshly brewed tea at the Giant Cup showcase at the Saigon Central Post Office.
The programme also includes a ‘Tear and Win’ activity offering a range of gifts. According to CHAGEE, activations are designed to encourage engagement, connection, and festive celebration. It is also said that the openings introduce the brand’s full modern tea philosophy, operational standards, and commitment to the Vietnamese market.
Although CHAGEE has previously operated in Vietnam, the company regards this grand opening as a formal introduction to the market. The choice of central Ho Chi Minh City for all three stores also reflects the brand’s long-term investment strategy.
“Vietnam is not just a market for CHAGEE. It is a culture we deeply respect and a community we are grateful to be part of. Our journey here is built on people. The entire CHAGEE Vietnam team is Vietnamese, carefully trained and entrusted to carry our values forward every day,” shared Vo Thi Thien Nga, general manager of CHAGEE Vietnam.
She added, “We believe growth only has meaning when it contributes positively to society, and CHAGEE is committed to growing in Vietnam with humility, responsibility, and a long-term perspective.”
Alongside its commercial activities, CHAGEE has implemented community-focused initiatives in Vietnam. These include supporting tea-growing communities, disaster relief efforts, and the Signing Store model, which provides stable employment opportunities for Deaf and hard-of-hearing individuals through inclusive hiring and tailored training. The model integrates daily collaboration between hearing and hearing-impaired staff as part of regular operations.
Moreover, CHAGEE’s offering is inspired by Eastern tea culture and adapted for a modern audience. The company also uses whole tea leaves brewed fresh daily without artificial flavours, sweeteners, or trans fats, with each store operated by trained baristas, emphasising technical skill, craftsmanship, and consistent service.
Locations are designed as modern tea spaces where customers can pause, appreciate aroma and balance, and find calm in an urban setting.
The store openings coincide with the year-end festive season, a period associated with connection and sharing. Through its experiential activities and seasonal offerings, CHAGEE aims to create memorable moments for visitors while establishing a long-term presence in Vietnam’s tea community.
