Core Insights - Chagee Holdings Limited has made significant strides in the Asia Pacific region, focusing on expansion, product innovation, and health certifications to solidify its position as a leading modern tea culture brand [1][2]. Expansion and Market Presence - The company expanded its footprint in 2025, launching in Indonesia, the Philippines, and Vietnam, alongside established markets like Singapore, Malaysia, and Thailand, now operating over 7,338 tea houses globally [2][3]. - In Q3 2025, Chagee added 300 net new locations, with overseas gross merchandise value (GMV) increasing by 75.3% year-over-year to RMB 300.3 million [2]. Product Innovation and Cultural Integration - Chagee's localization strategy led to successful culturally-inspired product launches, such as the Orchid Biluochun Milk Tea for Singapore's SG60 celebrations [5]. - A collaboration with POP MART introduced the Green Grape Milk Tea, achieving high sales in Malaysia, with Singapore stores averaging over 500 cups daily during the campaign [6]. - The award-winning BO·YA Jasmine Green Milk Tea was recognized at the 2025 World Beverage Innovation Awards, showcasing the company's commitment to authentic cultural connections [7]. Health Certifications and Inclusivity - Chagee became the first freshly prepared beverage tea chain in Malaysia to earn the Healthier Dining Programme (HDP) logo, ensuring beverages meet strict nutrient criteria [8]. - The company received official Halal certification in Indonesia, reinforcing its commitment to serving diverse communities [9]. - The Signing Store in Singapore, operated by Deaf and hard-of-hearing baristas, represents Southeast Asia's first inclusive tea experience, with a second store opening in Vietnam [10]. Community Engagement and Heritage - The launch of CHAGEE Pagoda House in Singapore's Chinatown blends heritage design with community spaces, featuring exclusive merchandise and cultural workshops [12]. - The company's registered membership reached 222 million globally, reflecting a 36.7% year-over-year growth, with a low store closure rate of 0.3% for three consecutive quarters [13]. Recognition and Awards - Chagee received accolades such as Malaysia's HR Asia Best Companies to Work for in Asia 2025 award and Singapore's NS Mark Gold status, highlighting its commitment to being an exceptional employer [14].