Chagee’s new store adopts a Hello Kitty theme, featuring limited-edition themed glass stickers, special tablecloths, and staff badges. It also launches a limited “Earl Grey Tea-coloured” Hello Kitty design, inspired by the Earl Grey tea base, paying tribute to Hong Kong-style milk tea culture and local tea-drinking sentiment.
To mark the collaboration, the brand has developed three Hong Kong-exclusive “Tea Specials · Earl Grey Series”: Earl Grey Peanut (with nutty notes), Earl Grey Fresh Orange (blending bright citrus aromas), and Earl Grey Cocoa (inspired by Hong Kong-style desserts). Each combines a rich tea base with creamy milk for the smooth, mellow flavour that Hong Kong people love. Chagee says it aims to innovate on the familiar Earl Grey base to give back to local tea lovers and continue the strong reputation of its original-leaf fresh tea series in Hong Kong.
The limited “Earl Grey Tea-coloured” Hello Kitty collaboration merchandise will be available simultaneously at all Hong Kong stores. Items include plush mascot cup sleeves (blind bags), themed paper cup sleeves, sticker sets, fridge magnets, canvas bags, and hair accessories, allowing fans to experience the fusion of tea culture and trendy aesthetics through collecting and in-store interaction.
Guided by its mission of “Connecting the world with Oriental tea” and “Linking everyone every day with a cup of tea,” the brand hopes this cross-over will connect with younger consumers and explore more possibilities between modern tea drinks and global pop culture.
Since entering Hong Kong in September 2024, Chagee opened a Super Tea Warehouse of over 11,000 square feet on Lee Tung Street in Wan Chai in 2025. The space features five tea-art experience zones — “Boil, Fry, Point, Steep, Extract” — showcasing everything from traditional tea arts to modern tea-making techniques. The brand now has more than 20 stores in Hong Kong, with performance consistently exceeding expectations. It plans to increase investment further to bring Hong Kong tea lovers more localised and IP collaboration experiences.
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