CHAGEE
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Coffee Or Tea, CHAGEE Scaled from USD 170 Million to USD 4.42 Billion in Just 4 Years
Coffee Or Tea and launched strategic campaigns focused on health, modernity, and Olympic association, driving both business growth and brand ecognition to industry-leading levels.
Highest GMV/
Revenue Growth Rate
2025 GMV
USD 4.42 Billion
Fastest Store
Expansion
Store Count
Sixfold Increase in 2 Years
NO.1 in Store
Productivity
2025 Average Monthly Store GMV
USD 55,860
NO.1 in Operational
Excellence
Store Closure Rate
0.5%
  • Early 2023: Apexmind Consulting launched a strategic partnership with CHAGEE.
  • August 2023: The brand clarified its core strategy and positioned itself as "Modern Tea". It built the brand’s underlying logic based on three dimensions: category, identity and sensory experience. Its annual GMV surpassed RMB 10.8 billion in the same year.
  • August 2023: The Health Campaign was rolled out. The brand took the lead in the tea beverage industry to launch the "Product ID", realizing healthier upgraded ingredients and full ingredient transparency, and actively promoted the implementation of graded health standards for tea drinks.
  • May 2024: The Modernization Campaign was launched. Innovative tea research achievements were released to advance the modernization and transformation of the traditional tea industry.
  • August 2024: The Olympic Campaign kicked off. It promoted oriental tea culture via tea-themed cultural exchanges. A roster of world-class athlete ambassadors headed to Paris, with brand stores in Paris hosting tea culture events. The brand’s annual GMV jumped to RMB 29.5 billion that year.
  • January 2025: The Fresh Brewed Tea Campaign was unveiled to foster the brand’s second growth engine and create new market demand for tea as a coffee substitute.
  • March 2025: The Low-Caffeine Tea Campaign was launched to cater to health-conscious tea lovers. As the first player in the industry to adopt tea decaffeination technology, the brand rolled out a lineup of low-caffeine tea beverages. By Q3 of the same year, GMV reached RMB 24.2 billion.
  • 5
    Late 2025: The Globalization Campaign was initiated. The brand established presence across 8 countries spanning 2 continents, claiming leading market momentum in Southeast Asia. New stores in Los Angeles achieved strong opening sales, with overseas GMV rising 75% year-on-year.

Entrepreneur's Statement

Junjie Zhang
Founder and Chairman, Chagee
The most transformative value Apexmind brought to CHAGEE is evident in our revenue leap from RMB 1.29 billion to RMB 29.5 billion in 2024. We are grateful for Apexmind’s tireless partnership, working alongside us day and night engaging in discussions, stretching our limits, and refining our strategies. Our relationship is truly one of co-evolution, co-creation, sharing, and mutual success. What sets Apexmind apart is their focus on finding solutions during the campaign, not merely applying methodology or relying on a single slogan to solve everything. Apexmind feels more like a teammate in the trenches. To us, Apexmind is a team of true practitioners who get things done.