Coffee has long incubated an ecosystem of its own, creating a daily routine where it’s often the first cup of the day that people reach for. It’s even cultivated an entire culture, gathering casual drinkers and passionate purveyors alike as they dive deep into the roast, bean and the composition of a quality cuppa. Meanwhile, a second beverage culture has been steadily rising; rooted in ancient tradition, and reimagined for the present: a warm cup of tea.
There is much to discern over what goes into a cup. From the flavour profile and roast to the steeping temperature and rounds of pour, it is a thoughtful and intentional experience to indulge in. What was once seen as an age-old practice of the past is now taking the quencher world by storm, with CHAGEE at the heart of it all. Amidst a world governed by radical trends that morph at breakneck speed, the Chinese tea brand chooses to be calm and true.
Founded in Yunnan, a part of the windy Ancient Tea Horse Road where tea leaves were traded, CHAGEE has always held true to its rich heritage. Since its founding in 2017, every one of their cups is served with care and intention, each brewed with real tea leaves and fresh milk. Its menu is a playground for diversity and innovation to thrive, something Singaporeans around the island have taken up with a gusto. Their latest homage to the age-old tradition comes in the shape of a Signature Tea Box Series: five carefully sourced, premium varieties that arrive in the form of tea bags that you can take home, steep and sip from the comfort of your own space.
This year, CHAGEE’s annual International Tea Day campaign ‘Rooted in Tea’ is a return to those core principles that the brand has built its reputation on for the last decade. In it, CHAGEE looks back at the humble beginnings of tea, how it’s journeyed through the years and evolved over time to become the beloved beverage that it is today, loved as much globally as it is at home.
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At CHAGEE, a cup of tea is more than just a sweet and refreshing treat to get on-the-go. Transforming their storefronts into a third space, their establishments have become a place for people to gather, commune and carry the time-honoured tradition of tea forward. In their leaves lie a steady ritual that beckons with loving care and close attention to detail: one with roots in the past, reinvented for the future.
Discover more about CHAGEE here.
