Matcha has always carried a sense of calm, and this time CHAGEE takes a simple path: preserving its purity. Through the Matcha Series, the international tea brand introduces a new way to enjoy matcha with care, while weaving in the timeless story of The Little Prince.
The journey begins with young tea leaves grown under shade for more than twenty days. With limited sunlight, the leaves develop slowly, producing a deeper green color and a richer taste. Once harvested, they are ground into an ultra‑fine powder, reaching a level of smoothness that removes any coarse texture. The result is matcha with a clean, fresh flavor where its natural character can be felt in every sip.
Among the highlights of the launch is the Lime Cheese Matcha Latte, a limited‑time creation that blends the gentle flavor of matcha with the brightness of lime and a creamy cheese layer. This combination offers a refreshing twist without losing the essence of matcha itself. For those seeking another dimension, the Cheese Cap adds a soft, creamy layer on top, creating a new way to enjoy the drink. Other variations in the series include Jasmine Matcha Pure Tea, which pairs floral notes with matcha’s depth, and Chocolate Cookie Matcha Frappe, a cold indulgence with layered textures.
Collaboration with The Little Prince
The collaboration with The Little Prince brings innocence and sincerity into the Matcha Series. The classic tale reminds us of simple things that truly matter, echoing the philosophy of matcha that is pure and authentic. This spirit is present not only in the drinks but also throughout the campaign, from store visuals to specially designed merchandise. Items such as a crown‑shaped headband, a stardust tote bag, tumblers in soft green tones, and travel accessories like toiletry bags and luggage tags carry motifs of stars and journeys, extending the story into everyday objects.
The Matcha Series is more than flavor; it is about pausing in the middle of a busy day. Each cup becomes a reason to slow down, to enjoy a quiet moment, or to share it with someone close. Through this collaboration, CHAGEE places matcha as part of everyday life — simple, thoughtful, and full of meaning.
CHAGEE Plaza Indonesia
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Jl. M.H. Thamrin No.28-30, Gondangdia, Kec. Menteng, Kota Jakarta Pusat, Daerah Khusus Ibukota Jakarta 10350
