As Indonesia celebrates Independence Month, CHAGEE is introducing two limited-edition drinks inspired by familiar Indonesian flavors, alongside a merchandise collection created with Indonesian lifestyle brand Pithecanthropus.
The releases are part of CHAGEE’s efforts to establish a connection with Indonesian culture since entering the market in April 2025, with the brand pointing to local collaborations, store designs and community involvement as part of its approach to operating in Indonesia.
A Collaboration Rooted in Indonesian Heritage
For its latest collaboration, CHAGEE worked with Pithecanthropus on a merchandise collection that brings together the history of tea with Indonesian cultural heritage through motifs and traditional craft.
The collection incorporates several cultural references. A horse motif represents the Ancient Tea Horse Road, the historic trade route associated with the movement of tea, ideas and craftsmanship across cultures. Camellia sinensis, the flowering tea plant, represents the origins of that journey, while chrysanthemums symbolize resilience and the tradition of gathering. The base pattern takes inspiration from traditional pandan-leaf weaving.
The collection includes everyday items such as scarves and bags, as well as hand-embroidered pins and a horse charm, with each piece designed for everyday use.
“When we first came to Indonesia, our goal was never simply to open stores. We wanted to truly become part of the community here,” said Adinda Yozari, General Manager of CHAGEE Indonesia. “Our collaboration with Pithecanthropus is the latest expression of that commitment. We hope this collaboration shows that, for CHAGEE, being present in Indonesia means continuing to connect with its people and local culture.”
Indonesian Flavors Meet Tea
Alongside the merchandise collection, CHAGEE has introduced two seasonal drinks built around pandan, coconut and gula malaka.
The Pandan Coco Lapsang Souchong Milk Tea combines fragrant pandan and creamy coconut milk with the bold, smoky character of Lapsang Souchong black tea, finished with the warm sweetness of gula malaka.
The Pandan Coco Glutinous Green Milk Tea pairs pandan and coconut with Glutinous Green Tea, bringing tropical flavors together with a roasted tea aroma and a lighter finish.
Three bakery items will be introduced later in the month to complement the seasonal drinks: Jasmine Oolong Cookie, Pandan Coco Palm Cake and Osmanthus Choux.
CHAGEE’s Local Approach in Indonesia
The new collection follows a series of initiatives CHAGEE has undertaken since entering Indonesia. Its first Jakarta store featured a mural by local artist Rachel Ajeng, depicting the journey of tea through Indonesian culture and landmarks.
In Bali, CHAGEE says its stores have been developed with Balinese artisans and staffed by local employees. Store designs in Surabaya and Bandung draw directly from the architectural heritage of each city, with local artists involved in creating works specific to each location.
CHAGEE currently operates 50 stores in Indonesia, with its teams made up of local employees. Its products in Indonesia are also halal-certified.
For the brand, the latest releases are positioned as part of a broader effort to engage with Indonesian culture and communities, rather than simply treating Indonesia as a market for its tea products.
