CHAGEE - Leverage Enterprise Strategy Consulting

CHAGEE, a brand with roots in the ancient Tea Horse Road of Yunnan, is dedicated to "Connecting the World Through Tea".
In just seven years, CHAGEE has expanded beyond Yunnan, establishing a presence in major provinces and cities across China. Additionally, it has opened over 100 stores in Malaysia, Thailand, and Singapore, bringing its global store count to over 5,000. CHAGEE offers modern oriental tea that connects tea lovers around the world.

In August 2023, CHAGEE became the first brand in the tea beverage industry to launch a "Product ID Card".

In January 2024, the Shanghai Municipal Commission of Health introduced China's first "Nutritional Choice" label, with CHAGEE becoming the first tea brand to take part in this pilot program.
In May 2024, CHAGEE unveiled its "Modern Oriental Tea" strategy and global TVC titled "CHA" at the "International Tea Day 2024 – Modern Oriental Tea Innovation Forum".
In June 2024, CHAGEE represented Chinese tea beverages at the Bonjour Brand Forum organized by UNESCO, showcasing the concept of "Connecting the World Through Tea".
In June 2024, CHAGEE became the first tea beverage brand in China to launch the "Nutritional Choice" label.
In July 2024, CHAGEE, collaborating with seven Health Ambassadors, including Zheng Qinwen, Liu Xiang, and Wang Shun, participated in the Paris 2024 Olympics, and hosted a series of tea-themed events both domestically and in Paris.
Leverage Voice - Roundtable Dialogue with CHAGEE‘s Founder and President Zhang Junjie.

Entrepreneur's Statement

Junjie Zhang

Founder and Chairman, Chagee

I would like to thank Leverage for tirelessly supporting us in discussions and brainstorming sessions and for pushing our limits over the past year. I feel we are in a state of symbiosis, co-creation, sharing, and mutual success. What distinguishes Leverage is its ability to find solutions through campaigns, rather than merely applying methodologies or settling for quick fixes. Leverage feels more like a comrade-in-arms, and we recognize them as a team of practical doers.

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