International tea brand CHAGEE has officially announced its entry into the Indonesian market with the opening of its first store at PIK Avenue, North Jakarta. This launch marks a significant step in CHAGEE’s ongoing global expansion, bringing its distinctive blend of tradition and innovation to tea enthusiasts in Indonesia.

The new outlet at PIK Avenue offers a curated tea-drinking experience, featuring a selection of high-quality milk teas, freshly brewed teas, and specialty drinks made with premium ingredients. A standout offering is CHAGEE’s exclusive Teaspresso creations—an in-house innovation that uses pressure-brewing technology to extract rich, concentrated tea flavors. These serve as the base for CHAGEE’s signature Tea Lattes and Frappes.

“As we begin our journey in Indonesia, we are excited to introduce CHAGEE’s unique tea culture to a new audience,” said Adinda Yozari, Deputy General Manager of CHAGEE Indonesia. “Our commitment to quality and innovation aligns with the growing demand for natural, high-quality tea beverages in Indonesia. More than just a drink, CHAGEE is a destination where customers can take a break and recharge with a perfectly brewed cup of tea.”

A New Tea Bar Experience

The CHAGEE Tea Bar concept provides a comfortable space for customers to unwind and socialize while enjoying premium tea outside the home or office—and the PIK Avenue location is no exception. In a nod to local culture, CHAGEE has collaborated with Indonesian artist Rachel Ajeng to create a mural that enhances the atmosphere of the store. With over a decade of creative experience, Rachel’s artwork traces tea’s journey from ancient trade routes to modern Indonesia, incorporating cultural icons such as the kebaya and the National Monument (Monas).

The thoughtfully designed store interior, aimed at creating a calming atmosphere, positions CHAGEE’s PIK Avenue location as a go-to destination for tea lovers seeking inspiration.

CHAGEE’s Signature Tea Selections

At the heart of the CHAGEE experience are its signature drinks, carefully crafted to strike a balance between tradition and innovation. Skilled baristas showcase the art of tea brewing behind the counter, ensuring that each cup is prepared with precision and care.

  • Fresh Milk Tea – CHAGEE’s flagship series blends premium tea leaves with fresh milk to deliver a smooth and indulgent tea-drinking experience. Ideal for those who enjoy a luxurious take on classic milk tea.

  • Teaspresso Tea Latte – A modern twist on tea beverages, these drinks are made using CHAGEE’s proprietary pressure-brewing method, which extracts intense flavors in seconds. The result is a creamy, elegant texture reminiscent of traditional lattes.

  • Brewed Tea – Offering a refreshing choice for tea purists, this category includes varieties like Osmanthus Oolong and Tie Guan Yin, which highlight the authentic taste of traditional teas.

Expansion Strategy in Indonesia

CHAGEE’s entry into Indonesia is being executed through a joint venture with PT Era Boga Nusantara, a subsidiary of Erajaya under its food and beverage division, Erajaya Food & Nourishment (EFN). Leveraging EFN’s expertise in Indonesia’s retail sector, CHAGEE plans to expand its presence with upcoming locations at Mall of Indonesia and fX Sudirman in the coming weeks.

“Our strategic partnership with CHAGEE underscores EFN’s commitment to introducing fresh and innovative F&B concepts to the Indonesian market,” said Jeremy Sim, CEO of Erajaya Food & Nourishment. “With its strong brand identity, premium product quality, and modern approach to tea culture, CHAGEE will enrich EFN’s portfolio. We’re confident that the concept will resonate with Indonesian consumers seeking a distinctive and upscale tea experience.”

Grand Opening Celebrations

To commemorate its debut in Indonesia, CHAGEE is hosting a grand opening celebration that includes a range of exclusive promotions and giveaways. As part of its Tear & Win tradition, customers have the chance to win prizes such as perfume, lipstick, and shopping vouchers. Additionally, a limited-edition phone charm inspired by Indonesian cultural icons will be available.

Tea enthusiasts can also take advantage of a special “Buy 1 Get 1” promotion for a limited time, featuring CHAGEE’s popular drinks such as Jasmine Green Milk Tea and Da Hong Pao Milk Tea. To ensure all customers have the opportunity to enjoy CHAGEE’s offerings, purchases are limited to a maximum of four drinks per transaction.