CHAGEE has launched its Matcha Series across Indonesia, bringing a range of matcha-based drinks to its stores from September 4, 2026. The launch is accompanied by a collaboration with The Little Prince, with the classic story appearing across the campaign’s packaging, stores, and merchandise.
The series focuses on matcha with a relatively simple preparation designed to retain its natural character. According to CHAGEE, the tea leaves are harvested during the first picking of spring after being grown under shade for more than 20 days. The leaves are then ground into a fine powder reaching 1,000 mesh, resulting in a smooth texture and a clean, fresh flavor.
One of the highlights of the launch is the limited-time Lime Cheese Matcha Latte, which combines matcha with lime and a creamy cheese component. The drink can also be ordered with a Cheese Cap, adding a layer of cheese cream on top.
While the Lime Cheese Matcha Latte introduces additional flavors, CHAGEE says the matcha remains the main component of the drink. The series is intended to offer a different interpretation of matcha while retaining the tea’s core flavor.
“We started with the matcha itself and gave it the attention it deserves so its original character can truly come through in every cup,” said Adinda Yozari, General Manager of CHAGEE Indonesia. “The belief in keeping matcha pure and authentic is what makes the collaboration with The Little Prince feel natural.”
The collaboration draws on themes from The Little Prince, including innocence, friendship, and appreciating meaningful moments. These themes are reflected throughout the campaign, which features the story’s characters and imagery on CHAGEE stores, drink cups, and specially designed merchandise.
The Matcha Series is available at CHAGEE outlets across Indonesia from September 4, 2026, with the Lime Cheese Matcha Latte offered for a limited time.
