Chagee puts Eastern tea culture in global spotlight during Paris Olympics

New-age Chinese beverage brand Chagee is taking advantage of the market opportunity created by the ongoing Paris Olympics to expand its global presence. Chagee's Paris Tea Bar made its offline flash debut in the French capital on July 22, providing free drinks to local residents, tourists and Chinese students, inviting them to sample the product and participate in immersive cultural activities.

According to on-site staff, nearly 2,000 customers were served. And more than half of them were tourists from across the globe. Chagee projects that number will exceed 10,000 over the following three weeks.

Chagee's Paris Tea Bar is located at the third-busiest railway station in Europe — Gare Saint Lazare — where impressionist artist Claude Monet once drew inspiration for his paintings. The space is primarily themed in the iconic blue color of the Chagee cup, integrating representative elements such as tea trees and leaves and the Ancient Tea Horse Road trade route. In the beverage experience area, a visitor was amazed by the taste of the representative Chagee tea product "BoYa-JueXian" for the first time. "This is different from any tea I've had before. The fragrance of jasmine is a refreshing taste for summer. This is the first time I've felt the charm of Eastern tea."

Paris Tea Bar customers can sample a freshly made brew while immersing themselves in a close-up experience of Eastern tea culture. Chagee will continue to host tea gatherings in Paris, organizing activities such as pitching pots and cuju (the Chinese origin of football) to present rich Chinese culture to the world.

In addition to appearing at the Paris Tea Bar, Chagee's Health Ambassador Team, consisting of seven world-class athletes, will visit landmarks in Paris to showcase the health benefits of Eastern tea. Furthermore, Chagee has partnered with local food delivery platform, Hungry Panda, to deliver its products.

The Eastern tea craze sweeping through Paris marks a new benchmark for Chagee's international development. As of now, Chagee has opened nearly 5,000 stores, with more than 100 located overseas. Leveraging this key opportunity in Paris, the company said it will continue to promote a healthier, more transparent and less burdensome modern Eastern tea to worldwide consumers.