Local to global in eight years: behind the Chagee success story

Local to global in eight years: behind the Chagee success story

In the past decade, China has witnessed an explosion of ‘new-style tea’ brands, transforming a centuries-old tradition into a booming modern lifestyle trend that stands to rival coffee culture in scale, influence and scope.  One brand that’s risen this wave to near-household-name status is Chagee (霸王茶姬). They came out of Yunnan – the heart of the old Chinese tea trade – and in just eight years are doing the kind of numbers that most companies ta…