Premium tea chain CHAGEE is ramping up its Philippine expansion, growing its store network to 16 locations within eight months of entering the market and exploring opportunities to source more ingredients locally as it deepens its presence in the country.
The company’s expansion plans were discussed during a meeting between Trade Secretary Cristina Roque and CHAGEE executives on May 23, organized by the Philippine Trade and Investment Center in Shanghai.
CHAGEE entered the Philippine market in August 2025 with the simultaneous opening of stores at SM North EDSA, Robinsons Galleria, and Venice Grand Canal Mall. By the end of April this year, the brand had expanded to 16 stores nationwide, reflecting strong demand for premium tea products among Filipino consumers.
CHAGEE Managing Partner and APAC Chief Operating Officer Brook Fu said the company intends to sustain its growth momentum through additional store openings in the coming months.
The rapid rollout highlights the continued attractiveness of the Philippine consumer market, where rising disposable incomes and changing preferences have fueled demand for premium food and beverage brands.
Roque welcomed CHAGEE’s expansion and encouraged the company to strengthen its links with local suppliers by exploring the use of Philippine agricultural products such as coconut, mango, and pineapple in future offerings.
The move could create new opportunities for Filipino farmers and food processors while helping the company localize products for the domestic market and potentially for international distribution.
For the government, attracting foreign brands is only part of the equation. Officials are increasingly pushing investors to integrate into local value chains to generate broader economic benefits beyond retail expansion.
CHAGEE’s Philippine growth forms part of a wider global strategy. As of December 2025, the company operated 7,453 teahouses worldwide and has set an ambitious target of serving customers in 100 countries while creating 300,000 jobs globally.
The Department of Trade and Industry said it remains committed to fostering an investment environment that supports business expansion, employment generation, and long-term industry development in the Philippines.
